Keyword research is the blueprint of any successful SEO campaign. Targeting the right terms to bring in the right traffic is essential to increase you web presence. Outlined below are 5 common keyword mistakes people often make which will hinder your SEO efforts and overall your web presence:
1) Being Unrealistic:
It is better to have a bigger slice of a few smaller pies rather than not getting even a slither of a much bigger pie. For many businesses, high-competition keywords are simply out of reach. Part of good keyword research is about being realistic and selecting appropriate keywords for targeting.
Lower traffic but lower competition keywords might not seem as compelling to target but if your website can dominate these areas fairly quickly then you are going to see far more traffic from the search engines than failing to effectively target a much more competitive term.
2) Looking at broad match instead of exact match:
Search volume is of course a very important metric when it comes to keyword research but all too often people make the mistake of looking at broad search volumes rather than the exact match figure when using tools like Google’s Keyword Tool. There can be a huge difference between broad match and exact match search traffic. It is widely accepted that Google’s Keyword Tool isn’t entirely accurate when it comes to search volumes but using exact match gives you the best data available when assessing how viable a keyword is to target.
3) Targeting plural instead of singular:
It is very common to see a website targeting the plural version of a keyword but in most cases, it is the singular version of a keyword that people are searching for. I will readily admit that Google is much better at determining that a singular and plural version of a keyword are one and the same, but in many cases there are still differences in the search results. Failing to target the singular keyword can be the difference between your search listing being highlighted in the SERPs and it can also mean your website appears lower than marginally better targeted pages – that could be the difference between making a sale and not.
4) Selecting keywords that are out of context:
This is yet more rationale to further humanise the keyword research process because most keyword tools struggle to compute words and their meaning in the way a human would. or example, a searcher looking for ‘storage’ could be looking for a self-storage centre, boxes and other storage furniture for the home or even professional storage solutions for a warehouse or office.
A good way to do this is to search manually for the keywords in Google and see the kinds of results that come up, you will likely be able to get a feel for whether the keyword is applicable to the product or service you intended to target.
5) Failing to conduct keyword reviews:
It is accepted that SEO is an on-going process but rarely are target keywords reviewed and audited. If a marketplace is shifting over time then you would also expect customer search behaviour to develop and evolve over time too – this makes regular keyword reviews essential. The aim of a keyword review is to:
- Weed out poor performing keywords
- Identify opportunities and areas for growth
- Shape your SEO strategy for the future