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3 Ways to Improve Your Keyword Selection in 2012

WRITTEN by: Bill Sterzenbach |
categories: SEO

Dec 2011

ALL INSIGHTS

Are you using the best keywords to drive more potential customers to your website?

It’s no trade secret by now that the keywords your company’s web content contains make a big impact on whether potential customers find your business online—and ultimately whether you generate sales from web leads. Are you in the practice of regularly reevaluating your keywords to make sure you’re driving the right audience to your website?

Here are some quick tips for improving your keyword selection to match the terms your potential customers are using on search engines. Ask yourself:

1.    What do we sell most?

Is there a specific model, style, design or brand that your company emphasizes? These could be important indicators to help you determine effective keywords. By pinpointing the products you sell in your keyword selection, you can eliminate the ones that are too broad.

Consider, for example, Aerospace Industry Company (AIC), which manufactures “Part-A.” Much of the content on AIC’s website is about airplanes, and when people search for “airplanes,” AIC ranks very high. However, we know that the vast majority of people who search for “airplanes” are not looking to buy Part-A. Instead, they may be looking to get an aviation license or read about aircraft history. Focusing on more specific keywords such as “Part-A” will help AIC rank higher in search engines for more relevant searches.

2.    What keywords are our competitors using?

Doing some Google, Bing or Yahoo searches for the products that your competitors sell can provide some insight into what keywords you may want to rank for (another good place to start is the free Google Keyword Tool). This reconnaissance-style research method can help you guard against another common keyword mistake—focusing on phrases that are too specific.

Here’s another example: The primary product manufactured by Electronics Engineering Company (EEC) is a motherboard called the “JLS-5 chip.”  Most of the content on EEC’s website refers to that part name, so when people search for the “JLS-5 chip,” EEC’s website comes up. However, most potential customers would simply search for “computer motherboard,” meaning that EEC should optimize their website to rank in search engines for the keyword that their potential customers are actually using.

3.    Has the terminology our customers are using changed?

Have your products or services changed? Or are you targeting a new market or geographic area where keyword search terms may be different? If so, your website keywords should reflect these changes. (Google Insights is a free tool that allows you to compare search volume patterns across specific regions, categories and timeframes.)

Feeling overwhelmed? Upward Interactive can help you conduct advanced keyword research and site evaluation to help you determine exactly what keywords your company should be targeting in 2012. Contact us today for a free search marketing analysis. We look forward to helping you make 2012 a record sales year!

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