The effectiveness of every content SEO strategy largely depends on the quality of the keyword research that has been executed. If you optimize for words that nobody searches for, you won’t be found. If you optimize for terms that are much too competitive to rank for, you won’t be found either. In this post, I explain whyyou should start with keyword research and howyou can make sure your keyword research generates optimal results.
Optimizing for the right words
Every audience uses specific search terms. It’ll make quite the difference whether you’re selling hair products for teenagers or for middle aged housewives. These two target audiences are likely to use different words to search the internet.
Sometimes a marketing department decides to give their products a certain name. That can be a smart marketing decision. It can be a way to make people remember your product. For example, you don’t sell wine but you sell ‘adult grape juice’. Or, you don’t rent out vacation homes, but ‘vacation cottages’. Be aware that very few people search for ‘adult grape juice’ or ‘vacation cottages’. If you optimize your text for these terms, you’ll probably rank well on these specific terms. However, you won’t generate a lot of traffic with these terms and you’ll miss a large part of your potential audience.
For SEO purposes, you should always optimize a text for the words that are used most often by your audience. You’ll have to get into people’s heads for that. Use tools like Google Trends to find out what people are searching for (and which terms they are notusing).
Read more: ‘Keyword research: the ultimate guide’ »