This is because website owners - business owners write content or evaluate their site for search terms with a more 'technical' viewpoint. They tend to identify terms that are industry jargon instead of 'common-place' every day words.
When extensive Keyword Research is conducted, your search choices are matched with the search terms used by those targeted visitors that are seeking your products or services. It becomes extremely easy for prospects to find your website when you understand what your target audience is searching for and you identify ‘targeted’ terms that will bring targeted prospects.
Targeting the correct keywords Internet trends show that most ‘targeted’ prospects are what we call ‘in the ready to buy’ cycle. These are people that already know what they want and use three, four, or more words to conduct a search. These are the prospects you want; people who know what they want and just want the correct website to be served up to them by the search engines.
Most prospects who are in the ‘ready to buy’ mode, don’t type in just one word when they are searching.
Here is a specific example:
If you are looking for a website development company, rather than searching on ‘website’ or ‘web pages’ you will try phrases such as:
website development company
web page for real estate
web site development company
low cost web design company
website development company Michigan (or whatever geographic location you are in)
There are more example phrases but the point is that:
Long keywords/phrases are much easier to get the website ranked AND Offer the highest opportunity for conversion of visitors to customers
And those that are searching for just the word ‘website’ or ‘web pages’ are not really the prospects you want.
They may be doing a research project, looking for a website design, or are in general ‘fishing’ and are not in a ‘ready to buy’ mode. The traffic you get from that search is more than likely not going to result in any sales.
How to develop a keyword list? To develop a keyword list, it is important to first identify various combinations of search terms (even using verbs and adjectives such as ‘buy hooded bathrobes’ or ‘best organic tea’).
Then determine the most effective keywords/phrases based on high search popularity and low competition.
That means that you need a keyword or phrase that has been searched the maximum number of times but that is found in the fewest number of pages on that search engine.
Some of my customers ask me why a targeted keyword/phrase that has only 200 search counts in a 90 day period is a good term.
Their thinking is that in the above example, a keyword like ‘website’ or ‘web pages’ which has millions of searches, is a better phrase as that will drive more traffic. But this is a misconception because single word searches are not ‘targeted’ searches.
It’s not the quantity of traffic that is important, its the quality.
The end goal here is to convert as many prospects to paying customers as possible.
You cannot do that if the prospects are simply coming to your site in droves and leaving. Quality traffic with targeted prospects will allow you to convert visitors into paying customers faster.
Think of it like this, would you prefer it if you ranked high for one keyword that would send you 1000 visitors per day but didn’t convert any into customers OR if you ranked high for one key phrase that brought you one targeted and ‘ready to buy’ customer per day?
Keyword Research and Search Engine Optimization are not one-time procedures. Like any other marketing program, they must be done on-going to get the most benefit long-term.
Since the search results are constantly changing and so is your website content (hopefully), keyword research and SEO has to become an ongoing process and not a one-time initiative.
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