It’ll be no surprise to you that picking the right keyword(s) for your campaign can make or break your ranking on Google. What is the “right” keyword though? How do you find the right word or string of words that will bring customers to your site and get them to convert? Remember, your goal is never simply to get people to your site. That’s a waste of time, effort, and money. You want people coming to your site that have a real chance of converting.
Instead of “keyword,” think more about a “key phrase.” Targeting one-word keywords can be useful in certain situations, but generally you’ll find better results from some combination of words for two reasons. First, you don’t want to be a small fish in a big pond. For example, trying to rank for “shoe” is going to be nearly impossible. You don’t want those odds stacked against you. Ranking for “brown ankle boots” is going to be much more manageable. Second, with a longer key phrase (known as “long tail SEO”), you’ll catch possible customers much later in the buying process. The more specific their searches are, the closer they are to making a purchase and the closer you are to converting them.
There are several tools out to help you find which word or phrases could be right for your site. Check out these free resources:
In the end, it comes down to three things:
- Do your research. You should put in a fair amount of time learning about the market you’re in and how people search within that market.
- Know your audience. Make sure your audience is the driving force behind everything you do. They are the ones you’re trying to convert. Cater to them.
- Be willing to change. Sometimes keywords don’t work. You think they will. You really think they will. But that’s life. Don’t stick with something because it should Be fluid; if a keyword is under performing, switch it out for something new and see how that does in its place.