Why keywords are the most important part of SEO

Before you can start to optimize your web pages for the search engines, you have to find the keywords for which you want to be listed. This is a very important step. The first keywords that you think of might not be the best keywords that lead to the most sales.

A number 1 ranking on Google can be totally pointless if it is for the wrong keywords. If the wrong people or too few people search for that keyword then your SEO efforts will be in vain. The keywords that you choose are the most important factor that decides whether you succeed or not. If you target the wrong keywords, you’ll waste a lot of time, energy and money.

Many website owners think that they already know the best keywords for their websites. If they haven’t done some research, they are usually wrong. There are several reasons for that:

  • You know your business much better than anybody else. You know the special terms that are used in your branch and you know what you should search for when you’re looking for products like yours.
  • But your customers usually don’t know as much as you. They don’t know your industry’s terminology and they may use completely different keywords. A recent study found out that many people search for the keyword ‘nose job’, i.e. If you optimize your website only for the keyword ‘rhinoplasty’ then most people won’t find your website.
  • Consider the intention of the searcher, even if a keyword is very popular on search engines it doesn’t mean that you’ll get many customers. People who find your website through a special keyword might not be interested in purchasing.

It’s crucial that you spend some time to find the best keywords for your website. The time and efforts that you invest in finding the right keywords will pay back in no time.

Our search engine optimization experts will research the popularity of your existing keywords and suggest additional keywords to maximize targeted traffic your website.

Choose the right keyword type to get more conversions

When web surfers want to purchase something online, they go through three research phases. Web surfers usually start with general keywords. After becoming more educated about a particular product or service, they will use more specific keywords. As soon as the web surfers know what they want, they use specific keywords.

  1. People who use keywords for browsing are usually looking for information only. Keywords for browsing usually have a very high search volume. Getting a top 10 ranking for these general keywords is very difficult and nearly impossible. It is unlikely that a web surfer who uses such a generic keyword will buy something.
  2. In the second research phase, web surfers narrow their selection because they now know what type of product they want. People who use keywords for comparing are more ready to buy. Comparing keywords are probably the best keywords that you can target for your search engine optimization campaign. Specific keywords have much lower search volume than general keywords but they will lead to more sales and it is much easier to get top 10 rankings for these keywords.
  3. During the last research phase, web surfers know what they want to purchase. They are just looking for the website with the best offer. People who use keywords for buying are ready to buy.

The best keywords for search engine optimization

Keywords for comparing are usually the keywords that work best for search engine optimization. People who use that keyword type are looking for a solution to their problem and they are ready to buy. If you want to get best results with your search engine optimization efforts, you should concentrate on that keyword type.

We will get the number of search results on Google for your keywords and calculate the KEI (Keyword Effectiveness Index) for each keyword. The KEI compares the number of searches for a keyword with the number of search results to pinpoint which keywords are most effective for your campaign.

The formula for KEI is Searches * Searches / Number of results. Suppose the number of searches for a keyword is 486 per month and Google displays 214,234 results for that keyword. Then the ratio between the popularity and competitiveness for that keyword is 486 * 486 divided by 214,234. In this case, the KEI 1.10. The higher the KEI, the more popular your keywords are, and the less competition you have. That means that you might have a better chance of getting to the top of the search results.

How to get keywords from your competitors

If your competitors have many visitors and high search engine rankings then they have probably chosen good keywords. For that reason, it makes sense to analyze the websites of your competitors to find new keywords.

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If you feel your web site needs to improve search engine rankings contact our search engine optimization experts today!