Keyword research is the practice used by search engine optimisation companies to find and research actual search terms that people enter into the search engines when looking for a particluar service or product. These keywords then become the focus of the ongoing SEO campaign which will primarily be about optimising your website for these keywords and driving relevant, targeted traffic direct to your website – at a time when the visitors are ‘looking to buy’.
One of the most common misconceptions about conducting keyword research for a search engine optimisation campaign is the belief that you already know which terms a customer would use to find your site. You don’t ! Not without first doing some research anyway. You may know what your site is about and how you would find it, but it’s impossible to predict how a potential customer would go about looking for it. An SEO specialist will research what actual keywords/phrases were searched for to find your particular product.
Another misconception is that generic or “big money” terms are the most important. Apart from spending a lot of time and money competing for the BIG keywords, the conversion rate, even if you did eventually get a top ranking, will be very low. A far better, cheaper and quicker strategy would be to go for keywords/keyphrases that cover exactly what you do. That way, the visitors you’ve worked hard to get will find exactly what they are looking for and have more chance of becoming a paying customer.
The Perfect Keyword
The perfect keyword for you, will be something that;
- Describes exactly what you do
- Is searched frequently by potential customers
- Isn’t being targeted by your competitors