Proper keyword research is crucial for a successful SEO campaign, yet many people go into it blindly and send up spending a lot of money and not seeing the ROI they had hoped for. Keyword research involves much more than just locating keywords that have a high search volume. There could be a keyword that has 10,000 searches a month but those website visitors do not turn into sales or conversions, but then there could be a keyword with a monthly search volume of 200 that has a very high conversion rate. Here are some tips to help you pinpoint the best keywords to target for your SEO campaign:
1.Use Common Sense
When doing your keyword research use some common sense. For instance if you are doing SEO for a local dentist in Tampa, Florida then the keyword “dentist” is not one you would want to go after. First, it is very competitive and it would take a monster budget to even crack that term, but secondly it is far too broad of a term. Let’s assume that budget was not a factor and you could rank for the term. It would deliver a lot of traffic but it wouldn’t necessarily be individuals in Tampa looking for a dentist. That would be a complete waste of time, effort, and money. Now, what about “Florida dentist” as a keyword? That too is far too broad and would result in people from all over the state landing on the website, with only a very very small percentage possibly from the Tampa area. Before you even get technical you need to use some common sense and eliminate the keywords that are not going to generate targeted traffic.
2. Identify the “What” and “Where”
You need to identify what the product and or service is being sold on the website and where, geographically, the target customer is coming from. Some websites will only be targeting specific geographical areas locally, while some may be targeting regions or countries. Make a list of potential keywords that are targeted. This is where creative brainstorming and a good grasp and understanding of what the website is selling or attempting to accomplish with the visitors that land on the site.
3. Data Research & Analyzing
Now that you have a good list of potential keywords it is time to see what their search volume is and how much competition each term has. Tools like Google’s keyword planner and SEMrush and great for gathering data and also uncovering additional keywords. If it was as easy as just identifying low competition keywords then professional SEO’s would be out of a job. This stage requires a lot of first hand knowledge and experience.
4. Weigh the Pro’s and Con’s
This is when you need to decide if SEO if the right move. If there are enough keywords to target that you believe you can eventually rank for then it is of course worth pursuing. Sometimes though, the search volume is so small that throwing money into an aggressive SEO campaign will not deliver the desired ROI. Some SEO companies will tell you they can rank for everything and don’t have the ROI in their mind as the deciding factor. Sometimes knowing what NOT to do in terms of online marketing will help your business grow much faster.
5. If Not SEO, What?
If the search volume is too low to invest in a SEO campaign then you might want to consider a professional pay per click campaign. Often times when you compare dollar for dollar, a PPC effort will bring website visitors at a much more affordable rate. This is especially true for smaller operations with a very small market space, therefore small search volume for their targeted keywords.
It all comes down to making smart business decisions, and always thinking of the ROI is one way to make sure you make the correct choices for your business.
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