If search engines brought your consumer to your city, SEO brought them to your neighbourhood. However, nobody wants their consumer loitering in the neighbourhood. You want your consumer right at your doorstep, ready to talk shop with you. Achieving this last stage depends on how good your SEO is. The success of any good SEO depends on keywords. If you get the keyword combination right, you’re very easily traceable on a search engine. Which means your phone is just about to ring.
So, how do you get these keywords right? Selection of keywords is something that depends on your objective. Broadly speaking there are three objectives consumers and organisations have. They are:
If you want a lot of people to visit your website, you are looking for traffic generation. In this scenario, you require keywords that have huge tracking volumes. However, you have to be careful not to include too competitive keywords as these are difficult to rank and take a lot of time. Let’s say, you’re selling popcorn. If you want people to find you, don’t choose the keyword popcorn alone. Add cheese to it as well. Now, if somebody is looking for cheese popcorn, the person/organisation can find you.
If you’re looking to generate enquiries, then you need to add some more specificity to your keyword bank. In such a case, keywords have to match your needs even if volumes are low. Let’s say, you’re looking to generate enquiries for your popcorn brand, you should also add the cost for a tub of your popcorn.
Brand Awareness/Brand Engagement
If you’re looking to create brand awareness or engage your consumers, you should shortlist keywords related to your brand. So, if your brand promise is ‘popcorn that melts in your mouth’, you can use keywords such as Word of caution: go for keywords only if your brand has a good presence online and offline because if you your brand is not present in both media, searches will lead to a dead end, something that will end up being counterproductive.
The next step is selecting the right Keyword Tool for keyword research. It’s a good idea to go for Google Keyword Tool as it offers a huge database, gives you keyword ideas and also doesn’t charge you. Other Popular Keyword tools are SEM Rush, Moz, KWfinder, Long tail Pro, and ubersuggest.