Selecting the correct keywords to attract interested visitors is the most critical step in any search engine optimisation campaign. One of the biggest pitfalls is selecting the wrong keywords and then building a campaign around them. This especially true for commercial sites where you want visitors who are buying.
There are a few common mistakes to avoid.
- Search Volume – Don’t select phrases based on the daily search volume, but look at relevance. Think about what people using the phrase are looking for – will they be interested in what you are offering? It is better to have a hundred interested visitors than a thousand disinterested ones.
- Word Order – Don’t optimise for words in the wrong order. Research keywords based on “phrase match” not “broad match”. For example “marketing small business” under broad match will have a high search volume but using phrase match shows that what you really wanted was “small business marketing” which has an even high search volume.
- Search Expression Phrase Length – Don’t use short phrases – generally short phrases don’t attract buyers. Internet buyers usually use phrases with 3-5 words. Buyer phrases are usually very specific including make, model and location to get more refined search result.
- Localisation – If you are a local business then don’t compete on broad, national keywords. It is much better and easier to get good ranking for local phrases i.e. search terms and location. The chances are that your local catchment is where your sales will come from. Think of your neighbourhood, village, town and county.
Community Connections can help you get good results in all these areas.