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How to get the most out of your keywords

It’s very hard to come to say “I want to rank highly for XY&Z” but when asked about your business your reply is, “It’s about LM&N”.  Even though we’re using letters, the difference in what your business does and the keywords you want to rank for can be that far apart.

Whenever we start keyword research we begin with the ‘Wish List’. This is the list of phrases and in some cases single words that your business aspires to be. What we’re looking for are the attributes of your core business services or products. Then we begin the process of matching up with search queries typed by actual users.

This; is where it starts to get interesting. Let’s explore the difference between generic, high volume keywords which you might be able to capture with a lot of money and time and specific, lower volume keywords that can ultimately increase your profits.

For example, take, “Business Development”. This is something that your company does for other companies. In your mind it it the perfect description of your services. It has a search volume of over 18,000 every month. You do a few, quick calculations in your head and think business is going to go through the roof, right? Wrong.  Here are what users are looking for when they search that phrase:

• definition of “Business Development”
• a job in the “Business Development” sector
• how to perform “Business Development”
• find a “Business Development” sponsorship
• discover networks for “Business” and “Development

This, is only the tip of the iceberg. Now, where does your business fit in to capture any of that traffic, bearing in mind that you would need to fight for a spot on the first 3 pages of the search results?  Your website could languish, never being found and your business would suffer.

Then you decide to get aggressive with your Search Engine Optimisation and dedicate yourself to creating many strategies which are designed to push your site up the search results. What you soon realise when you arrive there is that most people searching that term do not want anything related to your business. You end up spending both time and money trying to attain a position for a keyword phrase where all the traffic simply pass you by or come visit your site and leave as they realise you’re not what they’re looking for.

Try to ask yourself what relevant keywords you would search if looking for a business like yours

Think about the first question everyone asked you when you started your business. You probably got it down to five words or less. What is the essence of your business? What if you refine the keyword to closer match what your business is offering? In another example we are going to say that you offer “Business Development Consulting”. The monthly search volume here is only 1,000 but most of the people searching that term are looking for that exact service. Also, when you employ your search engine optimisation strategies here, there is a much higher chance your site rank higher within search results.

The result is that your search engine optimisation investments are more effective. By getting into the right stream of search traffic you aren’t putting your website ‘out there’ and hoping for the best. You’re reaching your target market and putting your website out in front of highly relevant prospects.

When choosing keywords it’s important to be willing to let go of your aspirations and not get carried away by large search numbers.  Once you build a solid foundation with a more refined description of your products and services, you’ll attract the right type of traffic and be more effective in generating more business.

Leave a comment below or get in touch if you have any questions about SEO keyword strategy.

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Michael Lam

Co-founder of Cornerstone and web junkie, Michael knows just how to diagnose your online problems and remedy the issue. An online enthusiast who believes in technology as an enabler of growth, Michael worries about all the details so you don't have to.