Targeting keywords effectively on both your website and within your Google Ads is vital to the success of your overall SEO campaign. However, what might at first seem like a simple task, can quickly become a complicated process when it comes to selecting one keyword or search phrase over the next. Often the more you think about it, the more questions you have and the more challenging keyword targeting can become; How do I choose the right keywords for my website? How many keywords should I to target per page? How do I target multiple keywords?
In truth, many of the answers to these questions have changed drastically over the years. A few years ago, SEO could be considered as simple as stuffing as many relevant keywords as possible on the page, but as Google algorithms have changed and user experience has become a more important part of SEO, this type of marketing just doesn’t cut it anymore. Thorough keyword research is now absolutely essential to help you identify the keywords and phrases that potential customers are most likely to use within a search engine when looking for a service or product such as yours.
Here’s our simple 7 step process for targeting keywords, that SEO insiders swear by:
Google Keyword Targeting Best Practices
1. Know your audience
Asking yourself, how do I choose the right keywords to target? Before you even start to target any keywords within your content, you must try to place yourself inside the head of your potential consumer. How do they think? What problem do they have? How will what they’re searching for solve that problem?
Market research is a great way to find out more about what interests and excites your target audience. Vague references to topics that interest the audience won’t be nearly as effective as highly targeted content. Understand what is important to the consumer and consider topics and information that might be relevant, interesting, and valuable to them.
2. Ensure target keywords are in line with the business goals
- Include keywords that are relevant to the product or service you offer
- Think of the search intent behind each keyword that you select. What is the user looking for when they input a particular phrase into a search engine?
- Don’t simply choose keywords that relate to your industry, but have no specific relevance to what your company offers.
To align keywords with your business goals, you must first know what your business goals are. For more tips on how to align your keywords with business goals, read this “how to” article published by Google.
3. Consider long tail keywords and cater to broad match searches
Not all consumers will use the exact same search term or keyword when searching for the same product or service. Keep in mind that users will input various versions of keywords and phrases.
To target long-tail keywords effectively, first make a list of variations of search terms and do a bit of research into how to target long tail keywords. Long tail keywords can be used effectively for broad match search results. You can learn more about long tail search queries in this article released by Zerys.
4. Analyse search volumes for all your keywords before you use them
It can help immensely to know which keywords are most searched in the industry, but how do you find this out? Google offers a variety of keyword targeting and analytics tools that are highly effective. While the Google AdWords Keyword Tool is typically used for paid advertising, it can provide valuable insights into keyword search volumes. Input your keywords to see the search volume for each. Low search volume keywords should be removed from your list. Make sure that you search variations of your chosen keywords and phrases.
5. Let the keywords drive the content and not the other way around
By shortlisting industry-relevant keywords, marketers can find fresh content opportunities to create around those keywords. A mistake that many online marketers make is to create content and then look for opportunities to weave keywords and search phrases into that content. This can make content feel clumsy and some websites might miss out on the opportunity to provide truly inspiring and interesting content to their consumers. First create a list of high search volume keywords and then consider fresh content ideas to create around those keywords. With this keyword targeting approach you should find that your content comes across fresher and more interesting.
6. Think of different phrases and terms to say the same thing
“How much does it cost?” and “what is the price?” are considered two completely different search terms. This is something that you should always take advantage of when targeting keywords in your content. Make sure that you put a lot of time and effort into considering the various ways in which the same question can be asked or the same information can be presented. This increases the odds that customers will encounter the products and services online, regardless of how they word their search terms.
7. Use Google Analytics to optimise target keywords
This tool helps to analyse the traffic that a website is currently receiving. It can be used to identify which keywords and phrases are responsible for driving the most traffic to the website. Capitalise on keywords and search terms that are already doing well. Google is constantly updating its various analytics tools and it’s a good idea to keep up to date with the latest.
Choosing the Right Keywords for Websites is Essential
Selecting the right keywords to target is highly important to the overall success of a website. If you are struggling with choosing keywords, Google also offers a great keyword generator tool that can suggest keyword variations and synonyms that are best suited to your business and the industry that you operate in. Even though these tools are typically used for setting up Google Ads, they can be highly helpful with content creation too.
Choose the right target keywords for the success of your website today!