When it comes to keyword selection, clients always want to optimize for the highest searched terms (according to keyword research tools) and those alone. It takes some convincing to get them to go after lower search volume, but more relevant phrases. It's become a regular part of the cycle with my clients, especially those who are learning about SEO and the process of optimizing a site.
Last week, a client wanted to know why I had suggested several phrases to them that showed 0 searches in Wordtracker. The reason? Those phrases were showing REAL referrals in their logs for several variations. People were actually using those phrases to search, and although they found my client's site, it wasn't doing a good job of focusing on these relevant searched-for terms.
I usually have the client provide me with the typical words they think someone might be using to find the product, service or information that they offer. We look at what competitors are optimizing for and then I look at their log files. When possible, I talk to the client's salespeople and a few customers about the words that describe the products or services.
Then I may play with Altavista
Other keyword research tools that may be helpful are:
These tools are a great help in suggesting possible phrases that you may want to optimize for, but they are limited. They aren't inclusive of all searches, and they can't foretell the future. Just because people searched on a term last week, doesn't mean they'll search for it next week.
Many people today simply run through Wordtracker, grab the results that have a high KEI, and set about optimizing for those phrases. Some of the problems with this tactic are:
What many people miss is the common sense aspect of search; what words will people who want to find your goods or services use to search for it? Besides keyword research tools, your client, their salespeople and customers, here are 3 additional ways of finding out what people are typing in at the search engines to find what you offer:
A note about log files -- they can be deceiving. If you have a high traffic phrase that is garnering lots of referrals, and you have a high exit rate from the page that is receiving those referrals, it's likely people aren't finding what they wanted. On the other hand, log files are a treasure trove of information. You can find some great search terms that are not very competitive and maximize them on your site.
Competitive phrases may not be as competitive as you think (check the top 10 search results to see) and the highly searched upon phrases may not be as lucrative as you would hope. People often refine their search 2-3 times before getting the results they expect.
The bottom line when it comes to keyword research is that it pays to know the industry. Use all the great tools available to help you come up with variations and alternate terms to target, but use common sense when targeting terms. Go for the ones that are going to convert!
This article originally appeared in the High Rankings newsletter.
Scottie Claiborne is the facilitator of the Successful Sites Newsletter. She is a speaker at the Search Engine Strategies conferences and the High Rankings Seminars as well as the administrator of the High Rankings Forum.
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