How To Select The Perfect Keywords
SEO is all about keywords because keywords are one of the main factors that Google considers when deciding where to rank your website on the search results page. Your keywords must feature enough times (but not excessively) and be placed in a prominent position (e.g. in headings) to make your website get noticed. Keywords play a major role in getting your website to page one so here is what you need to consider when choosing yours:
What Would Your Customer Type Into The Search Box?
The first step in identifying your keywords is to think from your prospective customers’ point of view; what words would your potential customers type into the search box? For example, someone looking to hire an SEO Company might type ‘SEO Company’ or ‘Search Engine Optimisation Company’ into the search box.
Is your product or service relevant to a location? Someone looking for an SEO Company in Dublin might type ‘SEO Dublin’ or ‘SEO company Dublin’ into the search box.
The Popularity of The Phrase
Some keyword phrases are more popular than others, e.g. ‘SEO Service’ is typed into the search box 1300 times in Ireland every month whereas ‘SEO Company’ is typed into the search box 1900 times every month. To check the popularity of your phrase use the Google Keywords Tool. Remember there is no point in ranking on page one for a term that no one is searching for.
The Structure Of The Phrase
It doesn’t matter if your phrase contains capitalisations, but it does matter if it is singular or plural. Pay attention to detail to this because this can make or break the effectiveness of your keyword phrase. For example, the singular term ‘SEO Company’, receives 1900 monthly searches, and the plural term ‘SEO Companies’ receives 1600 searches.
Broad Terms Versus Specific Terms
A competitive phrase is a phrase that generates a lot of searches. The more competitive the phrase, the harder it will be to rank for that phrase. Short terms such as ‘SEO’ tend to be more competitive than long-tail terms such as ‘SEO Company Dublin’. Broad terms, such as ‘roofing’, also tend to be more competitive than specific terms, such as ‘galvanised roofing’.
To explain why it is best to rank for a specific term rather than a broad one, here is an example: a wildlife photographer is trying to decide whether to rank for the word ‘photographer’ or ‘wildlife photographer’. The word ‘photographer’ generates more searches (135,000) than the term ‘wildlife photographer’ (480) therefore ranking for the word ‘photographer’ will expose his website to a lot more people.
However, even though he will expose his website to more people, many of these people could be irrelevant to him (e.g. they might want a wedding photographer, or a fashion photographer). If the photographer ranks for ‘wildlife photographer’, he will expose his website to less people, but all of those people will be more relevant. In other words, it is better to receive a small number of relevant leads than a large number of irrelevant leads, so choose a specific term over a broad one.
For more information, check out our boring keyword research post.