4 big mistakes to avoid with keyword research
Updated on: 7 November 2016
One of the most cost effective methods for generating leads is getting found through search engines. Top marketers use a lot of their time optimizing online presence and striving to get higher ranking in Search Engine Results Page (SERP) for organic and paid results. Whether you are new or experienced SEO or SEM expert, keyword research will help you understand what people enter into search engines to align posts and redirect visitors to your website or landing pages. In this article, we talk about 4 big mistakes to avoid them with keywords research.
Utilizing keywords that are too specific
For large websites or brands that have a lot of keyword combination possibilities, it is important to avoid the temptation of optimizing every small combination. Lengthy combinations rarely deliver large search volumes and could end up not being searched at all. The main target should be the quality of the keyword as opposed to quantity. Example, instead of using “low-cost wedding flowers”, “red rose valentine flowers” or “best designer wedding flowers”, consider picking “wedding flowers“.
Selecting keywords that are inapt to industry customers
The best keywords to pick for your posts and contents are those that have high search volumes in the industry. However, failing to look for keywords that are relevant to the targeted audience will make your post less visible and infective in driving traffic. For example, if you target well-off families in California who are looking for good schools for kids, avoid selecting keywords such as “affordable schools CA” or “low cost schools CA”. An appropriate keyword would be “elite schools in California” or “best schools in California”. Remember that the content of your page or post should give appropriate answers to what the visitors are looking for.
Using the wrong keywords on wrong pages
After researching keywords, it is critical to know where to position them on your website. However, some people make a very big mistake of adding irrelevant keywords with nonmatching content or intent. It is not simply putting the keyword in the web pages, but ensuring that the search intent is understood well so that the follower can get the information he/she wanted and make the site a regular stop over. Take time to understand each keyword, how it was applied, and use it appropriately to deliver more value to visitors.
Failing to focus on profitable terms
Irrespective of what competitors are using in their posts, you should try to establish whether the targeted search terms can help to drive conversions. For example, if the largest competitor to your brand uses a term that does not bring about any leads or buyers, it is not worth picking. Utilize closed-loop analytics to establish the terms that help to generate more traffic, convert to leads, and drive sales. While traffic and leads are very good, customers are better because they raise your ROI.
Keyword research should always be done objectively with the main focus to capture visitors’ attention and delivering value. The keywords should be relevant and help visitors attach more to the brand and even join its community.