So you have won the top spot. Number one on Google. You think you are on top of the mountain. All that SEO research and deep design work finally paid off. You’ve raced past your competition and slid into first place.
But the sales aren’t rolling in.
Your landing page works, your marketing plan is tight, and you have delicately scattered your keywords throughout your site, but for some reason you are not pulling in the new traffic all the SEO blogs said you would.
Where are the leads?
Maybe you aren’t in the right ranking lane. It is easy to get focused on one direction, especially once you have devoted a certain amount of time and effort. And even if you have yet to start optimizing your site, orienting yourself in the right direction can be half of the work.
So, the question is, how can you be sure that you’ve chosen the right keywords to focus on? And further still, how can you be sure that the work you put in towards ranking with that keyword is going to last and provide valuable ROI?
If you’ve reached this point and decided that you don’t want to start over, you want to tap out and get some personalized advice, then see what our SEO packages could do for your site now. For some important tips on keyword research, read on.
Now, picking the right keyword can mean the difference between a successful site and a successful site that no one ever sees. Confused? Let us explain.
Just because you rank number one for the keyword that you choose, it does not mean that you will garner the benefits you imagined.
First of all, the keyword might not have enough traffic for it to matter. If the community around the term is so niche that no one is competing for it, then getting to number one would be like beating a six year old in a foot race. Sure, you won, but you are definitely not getting any medals. Though you do want to find keywords that are not so competitive that you will have no chance, you do want the search term to have enough traffic to be relevant. Check out this site for some tips on how to find out how competitive a term might be.
Second, you might not be considering long tail keywords. Though a specific single word like “book” might be a hugely popular search term, it is more likely that when someone is ready to make a purchase, they are searching for more than just the word “book.” In fact, they probably will write something like, “book on how to be great at SEO” or, “SEO Packages book how to” or, even “Liked By Design should write an ebook” just as a few examples. Focusing on long tail keywords rather than just short terms will not only get you traffic that you were not considering, but will also connect you with the audience that is closer to a purchase. The more specific a person makes their search term, the more ready they are to take out their credit card.
Third, you may have focused so much on playing with your keywords that you have forgotten the real utility in having a site – the content. In fact, the emphasis on keyword-heavy SEO has greatly reduced in recent years. As Google gets better at understanding content and as people make their searches more and more specific, algorithms for ranking have expanded. This means that having strong, shareable content is the key to sustained growth in a site. Sure, a focus on keywords will still provide you a direction and is still necessary for almost all sites, but to get that top ranking you will have to consider all of the angles.
So don’t just race to the top of the first keyword you find. Make sure you align the interests of your audience with the words that you choose. This goes the same for your design, your product, and your service. And don’t get bogged down by all of the research and data – if you take the right steps as you build your business then it will all come together. Good luck, and happy keyword hunting.