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SEO keywords

How to choose keywords

Choosing keywords is the foundation of successful search engine optimisation.  Why do you need to do keyword research? Here’s an example:

Suppose someone is looking for fresh berries. What might they search for?  It might simply be berries, or it could be strawberries, blackberries, raspberries or blueberries.

If you sell fresh berries, you need to know the terms people use most often when searching. Ideally, you’ll match your website content to what people are actually looking for.  If you don’t, there could be a disconnect: visitors to your site could be looking for one thing, while you are talking about another.

There are three things to consider when choosing keywords for your SEO plan:


1. Frequency

Or the number of times a word is searched for.  Obviously, you want to include the terms that people search for most often in relation to your products.  Just keep in mind that it may be difficult to differentiate your business on highly searched-for terms.


2. Competition

If you have a large, established website, you may be able to appear on the search engine results for high-volume, highly competitive keywords, like fruit and veg.  But new sites have big opportunities too: if you’re just getting started, consider choosing keywords that have a bit less competition.

Only a small number of keywords have very high search volume. But there’s a large number that have low search volume.  This is what’s called the “long tail” of SEO .

While the keyword strawberries might have a lot of competition, a term like get organic strawberries delivered in Brisbane would be an example of a long tail keyword that might give you more immediate SEO results.

For a small business, the long tail is often where you will find your SEO opportunities. It typically takes a website lots of time and focused efforts to appear in the results on searches for popular generic keywords. However, smaller websites may get good rankings for long tail keywords with less effort.


3. Relevance

The keywords you select should closely match what you actually offer.  If someone comes to your site looking for strawberries but you only sell raspberries, they’re just going to leave.

Make sure your chosen keywords match the intent of the people who are searching.

How?  One option is to use Google Search Console to see which pages appear in search and get clicks.


The golden rule of SEO


Through all your SEO efforts, remember the golden rule: your site’s content should be made for your human visitors, not for search engines.

Don’t add extra keywords or variations of keywords to your pages.  Repeating them unnecessarily is called “keyword stuffing” and is against search engines’ guidelines.


Further help

Want to learn more about SEO or keyword strategy?  We’d love to have a chat with you about your SEO needs.  Contact The Campaign Desk on 1300 739 050 or send us an email at hello@campaigndesk.com.au.