Of all the strategies that are used to implement good search engine optimization, keywords are the most foundational and often times the most misunderstood.
Not all keywords are created equal.
The value of a keyword includes how often it is visited as well as how closely that keyword matches searcher intention. The final benchmark for that keyword is the results it yields for your business goals.
Happily, search marketers are moving away from straight keyword ranking and placement and more towards a Return On Investment model. It doesn’t matter if your keywords generate a lot of volume if you’re not matching that searcher intention with your business objective. If this sounds a little complicated, you’re right, it often times is complicated and it takes more than just one pass of keyword research.
Spend some time creating your keyword list. Then continue to spend time monthly reviewing the traffic generated from those keywords and monitor how those visitors use your site. Optimizing your site for a keyword, especially a competitive keyword, is a lot of time and work. You want to make sure that the keywords you are optimizing for are getting you the end result that you desire. Don’t just let your sales team define for you what your website keywords should be. The process of selecting and optimizing for keywords needs to be methodical and it takes time and effort.
You might be surprised to know that keyword relevance is even more important than the volume of traffic that keyword generates. Spend time optimizing for keywords that drive profit not volume.
Investment in good Keyword Research is the cornerstone of great Search Engine Optimization and Marketing.
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