The most important part of search engine optimization or pay-per-click (PPC) marketing is performing a thorough and complete keyword research. After all, if we don’t know for sure, we can spend hundreds of thousands of dollars building websites, landing pages and PPC ads all targeting the wrong keywords and the wrong customers.
So, what is a keyword? A keyword is the word, words or phrase that an internet user entered into the search bar on a search engine to search for stuff on the internet. For example, if you search the internet for flowers and you type flowers in the search bar the keyword would be flowers.
There are many different kinds of keywords. A short tail or head key term is usually 1-2 words such as flowers or flower seeds. A long tail keyword would be chrysanthemum flower seed packets (more descriptive). If you sold flower seed packets it would be wiser for your to target the keyword chrysanthemum flower seed packets as it would be more relevant to the internet searcher who is looking to buy chrysanthemum flower seed packets. Just targeting flowers would bring you irrelevant traffic such as those people who are looking for pictures of flowers or people who want to know how to dry flowers. The more visitors you get to your site that are irrelevant the higher your bounce rate will be. Your bounce rate is those users who only visited one page of your site and then exited quickly. Google knows that these visitors did not appear to find what they were looking for. A high bounce rate has a negative impact on your search engine optimization (SEO) results.
In order to find the right keywords, you need to spend some time thinking about how different people will search for your product or services on the internet. Then use an internet tool to determine how those keywords rank in comparison with other keywords. You can Google “keyword research tools” and Google will provide you a quick list of all the online keyword research tools (that used good keywords in their website HAHA).
There are landmines that you need to be aware of when determining what your best keywords are. One is using industry terms that are unfamiliar to the general public. An example would be using the keyword “class III receiver hitch frame welded” when most of your customers search for “trailer hitch”. You can also ask friends and family what they would type into Google to find your product or service. It will surprise you.
Another landmine would be choosing a less specific keyword just because it has a higher use rating. An example would be choosing the keyword “air conditioner” when you are a heating and air conditioning company. At first glance you would think this is an excellent keyword because it shows that it gets 40k-50k searches per month. The truth is that is gets all of those searches because it applies to a multitude of products. For example, car air conditioner, wall air conditioner, window unit air conditioner, RV air conditioner, the list goes on and on. A better keyword might be “home air conditioner repair”. This way to target specifically the audience you are trying to reach, and you avoid all the high bounce rate traffic.
Choosing the proper keywords is critical in marketing your company on the internet. Without using the proper keywords you can waste a significant amount of time and a lot of money on internet marketing efforts that are lackluster and anything but profitable.