Are You Targeting the Wrong Keywords?

If you were trying to focus on one aspect of your online business that would have the biggest impact if you could get it right, then it would have to be 'keyword selection'

Every site on the Internet uses keywords within the title, headings, meta tags, image names etc to try and improve their search engine results position, and uses the same keywords in the extensive off-page SEO activities that are also required. With all this thought and effort, isn't a shame to select the wrong keywords, and lose out on targeted traffic as a result.

Think about, a site can have the best offer, the most wanted service or product, be at the right price, and would make millions if only people could find the site, but because of poor keyword selection, instead of appearing highly for the search term the targeted traffic is using to try and find the offer, the site appears low down in a more competitive, but essentially useless set of results for a search term that their correct market is not using.

Maybe you have the traffic you need, but you're conversions are scraping the ground, this can also be an indicator that your keyword selection is all wrong. People can find you, but not the people who are looking for you...

If you look at the source data for many websites, you can uncover the keywords they are targeting, and see how effective they are, and many times, you'll see keywords included that just don't relate to the type of business the company is in, just because they are trying to cast a wide net over possible keywords.

For example, if you are trying to focus your business on offering your SEO services to offline businesses, for example doctors, would it make sense to target the keyword "online doctor services" or would it make more sense to target "web sites for doctors"?

The point is, if a doctor was looking for what your business is offering, what would they put into Google to try and find you? I'll bet that the majority of people searching for "online doctor services" would be people with illnesses trying to find doctor services that are online, not doctors looking for you.

The other major point is that by targeting broad terms, such as "online solutions", "internet solutions", "online services" do not indicate what the person is looking for. Their search will need to be more refined, and they will realize this as soon as the results come back and they see everything from domain name companies to networking companies.

They will refine and refine their search until they get a relevant page of results, and that is the page that you really want to dominate, and these search terms are not broad, but tend to be much more specific.

The effort you will put in to get a good ranking for a generic term could be better spent trying to rank for four or five long tail keywords that might actually catch people as they are nearer the end of their buying cycle, and therefore improve your conversion ratios and make you some money.

When you select the keywords for your site, think clearly about who it is you are targeting with your offer of Services or a Product. Try to select keywords that best describe your offer in the same manner as if someone was looking for your product or services would enter search terms. You may or may not be increasing your traffic, but you will definitely be increasing your conversions when they land on your site.

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