5 Tips for Choosing Keywords to Attract Customers and Inspire Sales
If your webpages aren’t found, there’s no point in creating them. The way to ensure that they’re found is to give a little thought to keywords.
Don’t worry – a little research goes a long way; there’s no need to obsess. Search Engine Optimization (SEO) can drive you crazy if you allow it to. Remember, it’s as much an art as a science.
Mostly, keyword tools are free.
Spend 20 minutes or so once a month reviewing your keywords, and you’re done.
Here are some tips which will help.
1. Beat the competition with phrases, rather than single words.
I like to use Google Insights for Search for this.
Let’s look at an example.
In the image below, I did a search for “weight loss”. There are 11 MILLION searches for weight loss per month. How easy go you think it would be to be found for this keyword?
Impossible, is right.
It’s much easier to get found if you use a search phrase, which is related to weight loss (or whatever your keyword happens to be), but which has much less competition.
Go to the AdWords Keywords Tool, and do your search. Click the disclosure triangle at the bottom of your keyword, and you’ll find the link to Google Insight for Search, as you can see in the image below.
At the bottom of the Insights page, you’ll see “Rising Searches.”
In the image below, you’ll see Rising Searches for “weight loss” on the day I visited.
You’ll have to tinker and brainstorm, but optimizing for a phrase you created using Insights is much better than trying to get a webpage found for a high-value keyword.
2. Track your keywords.
Whenever you’re working with keywords, keep notes. The easiest way to do this is to create a spreadsheet. Make sure that you include the date on which you did your research. Keywords age.
Keywords come and go in fashion. More to the point, remember that all keyword data is historical. No tool can tell you what people are searching for right now, or will be searching for a week from now.
3. Use your imagination to develop “new” keywords.
I like to visit forums related to keywords I’m researching, to see what words the forum members are using. You can find some wonderful high-value keywords which others are ignoring.
I also like to brainstorm, keeping the customers of the product I’m promoting – or the interest group for the information I’m sharing – in mind.
Someone once said that keywords reveal intentions. Your goal is to get conversions, using your keywords.
Keep a column in your spreadsheet for the results of your brainstorming session.
4. Optimize each webpage for just one or two keywords.
Forget “keyword density.” Pick ONE keyword per webpage, and use the phrase as naturally as you can. Search engines are getting smarter, so write for readers, rather than for the search engines.
5. Add low-volume keywords to pages judiciously.
In addition to optimizing for ONE keyword per webpage, use another couple of phrases you’ve found from your research.
Use them judiciously – that is, use them to increase the likelihood of making conversions.
Bonus tip: Revisit your webpages, and update keywords where necessary. For example, let’s say you’ve just read a press release announcing a product, which is related to your industry, which will be highly promoted – and for which customers will search. You can ride on the coattails of that new popular keyword by updating a webpage or two to include it.
Remember to do this judiciously – it must make sense for you to update your page with this new information.
6. (Bonus) Review your keywords once a month.
Nothing stays the same on the Web. Therefore, review your keywords occasionally. Keywords rise and fall away.
Use these tips. They’ll help you to maintain your SEO sanity, and will help you to get conversions from your webpages.