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Keyword Targeting Strategies

ryan-frank | Feb 9, 2010 |

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There are many things to consider when choosing and updating keywords for your site or blog, and many a website owner has lost sleep over SEO terms and strategies. With a strategic plan targeting keywords, you can avoid the frustrations of unsuccessful keyword campaigns.

Searcher Intent: You already know you have a great website or great products, and you know plenty of people are interested in the information you have to share, but what you don't know is how to get it to them. Figuring out the balance between popular terms and relevant terms is what will make or break you. Plenty of people search for "pizza san diego, ca," but what if you also offer great happy hour deals and delicious sandwiches or pasta? Know what constituents you hope to attract and find relevant keywords for all of your products. If they are searching for you, they already want what you are offering. They might not know it yet.

Keyword Density:
This gets a little tricky. Plenty of people figure that the more keywords they have, the better off they are. If you have too many keywords, the search engine might penalize you for utilizing a spamming technique called "keyword stuffing." The location of your keywords is much more important than the number you have.

Conversions Rates
Bounce Rates: If you have high bounce rates and low conversions, someone is probably funneling bad traffic in your direction. If you are paying for advertisements or Google AdWords, but those funds are not turning into profits, you need to direct your campaign elsewhere. Using an analytics program, figure out which keywords are increasing your bounce rate, or which site is sending it to you, and alter is as necessary.

Keyword Trends: The popularity of keywords changes on a daily basis. A really good way to stay at the top of the search results is to pay attention to these trends and try your best to follow them, or hire a search engine marketing specialist to help you. There is no way to predict exactly what will be beneficial to your site, or which words will be popular next week, but if you are able to stay with the trends, you can normally maintain your page rank.