How to Select the Right Keywords?
To begin with, use intuition to produce a long list of possible keywords. Think of what keywords a person who wants to buy a home appliance might use The buyer might use… -The brand -The company’s product -The company’s services -What the user needs This list can be extended by …. -Discussing with others in the company (sales, marketing, etc) -Looking at competitors websites -Talking to customers -Using Google’s keyword planner or other such tools It is a good practice to group keywords into clusters -Brand cluster: keywords that have to do with the brand or variations on the brand -Generic cluster: keywords that have to do with the sector or market in which the business operates. -Mixed clusters: keywords that have to do with the sector and brand (combination of previous two clusters) e.g. Once we have a long list, we should trim it down to 8-10 words, which we can work with Three factors must be considered to select the right keywords -The number of searches: as a rule, we want to choose words that appear in a high volume of searches. Google’s keyword planner, which gives a number of global and local searches for each word, can help us in this. -Relevance: the more relevant a keyword is the better the chance of a conversion. Initially determining the relevance of different keywords is a matter of intuition and experience. The choice of keywords can be refined after experimenting with a number of keywords. How keywords perform in PPC campaigns will also a good measure of how they perform in organic results -Competition: one should strive to choose keywords with less competition. It should be noted that the ideal keywords will definitely have a high volume of searches, great relevance and low competition. This combination, however, is not easy to find. The words that get most searches tend to be very general and less relevant and so have less likelihood of conversion. It may therefore be better to focus on words that get fewer, but still sufficient searches and more relevant. These are known as long-tail keywords i.e. keywords made up of more than one word. For example, “best price on Reebok training shoes in Delhi” is “longtail”. The longer the tail, the more qualified the traffic we get.