When it comes to choosing your website’s keywords, everyone knows that you have to choose popular words that relevant to your business. Most websites will look at popular trends for their industry and use tools like Google AdWords Keyword Tool to determine the best possible list.
But before you can use these tools, you need to create your own list, and determining your own list requires more than just thinking about your business. When it comes time to deciding your keywords, use these lesser-known tips to help you create the list that will be the most valuable to your business.
Know your industry.
If you don’t have a handle on your industry, your keywords are not going to be that great. Some industries are ever changing, such as technology, so the most popular keywords for this industry may change on a weekly basis. Some industries, such as the floral industry, get more popular around Valentine’s Day and Mother’s Day, so keywords will need to be changed on a regular basis in order to account for these changes. Take a look at your industry now and take a look at it a month from now and determine if you will need to account for keyword changes based on industry trends.
Know the purpose of your website.
Is your website there to inform customers or do you want them to make a purchase? Think of what you want your customers to do while on your site, and think of what the customer will most likely want to gain from your site. If you’re an online florist, keywords such as “floral delivery” will generate better results than just “floral”. With “floral delivery”, you know that the customer is looking for a website they can buy flowers and have them delivered. With “floral”, the customer can be looking for anything from silk flowers to an actual florist.
Choose keywords for the right pages.
Not every page of your website has to have the best possible keywords because not every page on your website is equally important. Product and service pages should contain keywords because that is what most customers will tend to view while on your site. Your home page should also contain keywords because it acts like a landing page and directs your customers to the right information. Make sure that you are using the right keywords for each respective page. For example, your home page will probably contain more industry-related keywords while your products/services pages will be more focused on keywords that describe them specifically.
See what your competition is using.
Some keyword tools, such as WordTracker, will show you which keywords your competitors are using and how successful they are. This can give you insight into the terms you may have overlooked.
Choosing the right keywords is not a one-time thing. It’s something that you need to consistently work on in order to generate the best results. The only way to determine which keywords are right for your business is to test them out. Choose a list of keywords and see how they generate traffic and conversions for your business. If they don’t work, do more research and opt for a new list. Continue to try new keywords and see what works until you have a list of the best keywords for your website.
Steven Peters is a wrtier and SEO consultant. He writes informational articles about keyword strategy for SEOMAP.