Selecting The Right Keywords For Your Website Visitors

If you’re planning a new website or overhauling an existing one it’s the perfect time to consider how you go about choosing the best keywords. You’ll know there’s more than one way to arrive at a list of workable keywords. You can base your list on knowledge of your sector, research or even talking to customers and analysing competitor websites. Hopefully you’ll also test words to determine the most appropriate list.

Including General And Specific Keywords

One angle that you may be aware of is including both general and specific keywords. There’s a reason why this is important. General keywords have more more traffic but are understood to convert less well. Specific keywords have less traffic but generally reflect a search that’s close to the buying decision so convert better.

You should also consider that the online buying process isn’t a linear one. In fact the same searcher can carry out different types of search query. People search a few a sites perhaps even over different days, refining their search but may switch back to a more general search if they aren’t finding what they are looking for. The experts at Creare SEO have come up with way of thinking about keywords that I think you will find helpful. It illustrates perfectly well that a ‘blend’ of keywords is required to give your website the best chance of success.

Searcher Intent Matters

I was originally taught that it was sufficient to include a smattering of non competitive keywords with your main keywords to maximise the chances of your site being found. The thinking behind this is you’ll build up traffic more quickly for the non competitive keywords.

This kind of thinking only takes you so far. Searcher/visitor intent must be factored into the equation. Creare SEO use the categories Umbrella, Longtail and Branded to come up with a classification that works very well especially when planning content for e commerce sites when you can think of different searches as belonging to a hierarchy.

Most webmasters are already familiar with the term ‘longtail’. But even these can take the form of being commercial or informational in nature. Most sites need an appropriate blend.

The full taxonomy described by Creare SEO looks like this:

Different Keyword Types
Type of Keyword Example
Umbrella Commercial i5 Laptops
Informational Umbrella i5 Laptop Benefits
Commercial Branded Sony i5 laptops
Informational Branded Sony i5 Laptop Benefits
Commercial Longtail 17″ Sony i5 Laptops
Informational Longtail Which Sony i5 Laptop is best value?

What Does This Mean For Your Website?

Content that has helpful, useful information, most likely containing informational keywords encourages links and social sharing opportunities as well as making it more likely you will be seen as an authority in your niche. Also remember most sites can’t hope to rank for umbrella words without careful thought about the terms you’re trying to target. Small businesses can be too quick to assume content must be commercial in nature. Depending on the nature of your business searchers may not buy from or sign up to your site until they feel they get to you know you. This is just one of the reasons why a content rich website providing website visitors with a variety of information is so important. It’s also a strong case for blogging.

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