Determining which keywords to target for your online marketing campaigns is (dare I say) one of the most important parts of your online marketing strategy and shouldn’t be passed off as a simple task or taken lightly. The reason keyword research is so important is because Google, and other big search engines, sort through your content and list your website in the search results based on relevancy. In fact, Google is all about relevancy. This means if you want a competent SEO strategy, you better plan on investing in a strategy that pleases Google’s dedication to relevancy. That being said, you may wonder how keywords with high search volume play into your online marketing strategy.
Search Volume vs. Relevancy
Everyone is tempted by keywords with high search volume. Upon first glance, it seems that the more people who are searching for a specific keyword, the more people will be exposed to your website. Who doesn’t want in on that action? Well, people who are looking for high conversions over exposure shouldn’t want in on that action. When it comes right down to it, people will definitely click through to your website if you’re ranked well for a high search volume keyword. But once they see your website is not relevant to their query, they will click out, and your conversions will suffer greatly. As a result, it’s much better to do your keyword homework, and target keywords that are most relevant to your site. After all, 100 targeted visitors that will end up buying your product or service are much better than 10,000 random visitors that click through to your site and automatically click out once they realize your website isn’t what they had in mind.
Additionally, as I mentioned before, Google is committed to relevancy and takes drastic measures to make sure the most relevant websites are listed for each keyword query. If you try to target a high search keyword that is not extremely relevant to your site, it’s possible to get marked as spam and banned from Google. It’s just not worth it.
Tips to Keep Keywords Relevant
Since keyword relevancy plays more of an important role in defining your online marketing strategy than targeting high search volume keywords, it’s important to get it right. Here are a few tips that will help you stay relevant.
The more specific you can get with your keyword, the better off you are. For example, you may offer auto loans in a certain area, but targeting the words “auto” or “loans” alone will stretch you too thin. Users typing in “auto” may be looking for information about automobiles, pictures of cool automobiles, or looking to buy an automobile. So keep your keywords specific.
Add a geo tag
There may be a ton of search volume for the word “plumber,” but if you only offer services in one specific area, then target that area. For example, targeting “plumber in San Francisco” will result in many more conversions than going after the broader keyword “plumber.”
Hire a pro
One of the best ways to make sure you target the most relevant keywords is to hire a professional SEO and/or PPC strategist from OrangeSoda to do the work for you. They will conduct the necessary keyword research to determine which keywords will convert the best for your website.