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Creating Keywords – A Simple Guide

The first step in increasing traffic and impressions for your business is keyword research. It’s what we do every day for our clients at Sedulo. Any full-service digital marketing agency worth its salt is aware that keyword research is equally crucial to everything else we do, along with email marketing, graphic design, social media marketing, media planning and buying.

Finding a list of keywords for which you want your website to rank involves doing keyword research. You will create content and perform SEO (search engine optimizations) on the basis of this list in an effort to raise the position of your website in the SERP and increase impressions, traffic, and conversions.

While the keyword research process can be as straightforward or intricate as you like, there are several frequent errors that both inexperienced researchers and seasoned SEO experts may commit.

We’ll look at some of the most typical keyword research errors and how to avoid them below.

Broad/Short Tail

It’s easy to start salivating at the notion of obtaining even a small portion of that wonderful organic award-winning traffic when you see keywords like “cars” (7.4 million monthly searches internationally) or “shoes” (2.8 million monthly searches globally).

Your chances of converting a buyer based on a general search like this are incredibly slim, even after considering that you have a higher chance of winning the lottery than obtaining a first-page position for these terms.

These keywords are simply too general; someone looking for “cars” might be looking to download the Disney/Pixar movie instead of leasing a new Ford F-150; similarly, someone looking for “shoes” might be trying to find images of different shoe styles for a school project instead of shopping for a new pair of kicks.

Lengthen, localize, and focus on intent instead. You’ll be in a lot better position to rank and convert if you use keywords like “2020 Honda CRV pricing Ottawa” or “best running shoes for heel spurs.” Your conversion rate will increase because the user is prepared to buy when they are seeking for something so precise.

Names of Rival Brands

This will be a difficult fight, especially if the rival controls the market. While monitoring competitor websites to see how you compare in terms of shared keywords is unquestionably a good idea, focusing your efforts on their brand name, branded content, or branded product names is a lost battle. You’ll need to develop comparison content for your website if you decide to target rival brand names. First of all, this is crucial for relevancy, but it also gives visitors more value. Consider designing a web page with a comparison chart that contrasts the features and cost of your program with those of your main competitors if you offer CRM software, for instance.

The Funnel is Too High

The five Ws—who, what, why, where, when, and how—are frequently used by searchers in the top of the funnel, also known as the “awareness” stage. At this point, targeting customers is an entirely legitimate marketing tactic, but you need the funds to support these people. Without a drip marketing campaign or remarketing plan to support it, you will see a lot of drop-offs and won’t have as many users traveling down the funnel as you should if you target top-of-the-funnel keywords. Maintaining your attention on high-intent keywords makes sense if you are short on time and resources. These are actionable keywords, such as “purchase,” “book,” “register,” “contact,” or “call.”
As you don’t have the benefit of a slow nurturing process, if you’re going to target bottom-of-the-funnel keywords, make sure your website has clear and succinct content that communicates your unique value propositions (free shipping, 30+ years in company, 5-star reviews, etc.).

Invented Terms

Every successful company must differentiate itself from the competition and provide something special to the globe. Businesses frequently rename services to relate their brand to their ideals and better represent their values as a whole to achieve this. Although it’s excellent to refer to yourself as a “boutique gastronomy venue,” if your target market is searching for restaurants on Google, you should focus on that keyword.

There is no doubt that we will reach a stage when every regional variation, slang term, and alternative name will be correctly linked as machine learning develops and semantic indexing becomes progressively more complex. But in the current climate, if you want to be found by your target audience, you must use the language they do.

Though it might be challenging, keyword research can create the groundwork for a game-changing strategy to increase visibility, traffic, and leads. You will get one step closer to having a strong keyword list that you can start to optimize around by avoiding these typical blunders.


Stephani Worrell