The time spent researching and identifying the best keywords for your site is a worthwhile and profitable process. It will not take very long at all for you to reap the results.
1. Proper keyword selection = increased sales
There are three main phases associated with a web surfer doing research when they are looking to buy something online. This process begins with more general keywords.
1. Browsing keywords
If someone is looking for a MP3 player, they could use a general keyword like mp3 player.
This keyword is usually searched by people looking for general information only. These search terms will be looked at a lot and it will be almost impossible to rank in the top 10 for these general keywords as a result.
There is not a high chance of a person searching for a general term like this of making a purchase.
2. Comparison keywords
Now that the searcher knows more about the product, they will look to narrow down their choices. If they know that they want an mp3 player that has a USB stick, their choices have narrowed down and their keyword searches will be more specific, such as mp3 player USB stick or Samsung mp3 player.
Those individuals using these types of keywords are ready to make a purchase. These types of keywords will have a lower search volume than more general terms but will generate more sales. You will also have much more of a chance of ranking inside the top 10 for these keywords.
3. Buying keywords
The final phase of research is when the searcher knows exactly what they want to buy. They just want to figure out where they can get the lowest price. This means that they will use very specific keywords like Samsung 8 GB.
These people are ready to buy, but they will not be interested in competing products.
2. You won’t get customers with single word keywords
You will not be able to promote single word keywords properly. If someone is looking for “free virus cleaner” they will not search for “software.”
They are very competitive
Single word keywords are also very competitive as they are vague and will therefore have millions of other web pages vying for spots at the top of the rankings. There is no way that a new site could rank at the very top for an established, single word keyword such as “mp3.”
Those who have been at the top of these rankings for years will have the established high link popularity to cement their position there.
Multiple word keywords = Higher conversions
Those who use multiple word keywords are more than likely in either the comparison phase or the buying phase of their research. They will be more likely to convert into a sale.
Your website will be more relevant to multiple word keywords
When your site is analyzed by a search engine, all of your pages will be put into context. All of your web pages should be optimized for multiple word keywords first of all.
If the search engine sees that you are ranked highly for many of these related keywords, it will be a lot easier to rank well for single word keywords in the long run.
3. Know the intention of the searcher
Just because a keyword has a lot of monthly searches does not mean that it’s a good choice for you. You also have to account for what the searcher is looking for. If you want to book a hotel in New York, those who search for “book new York hotel room” are the type of people you are looking to target.
It all depends on the exact search. Different keywords are used for different intentions:
They may be interested in any information linked to hotels, such as job postings or historical information.
- “New York”
The person is just looking for information about the area.
- “New York hotel”
They are looking at the hotels in the area.
- “New York hotel prices”
They want to look at the various hotel prices on offer.
- “book New York hotel room”
They are ready to make a purchase.
With each term you go to down the list, the probability to getting a sale from the searcher increases. This is why targeting general, single word keywords is a mistake.