Any SEO firm can come up with a huge new list of keywords as part of their SEO contract services. But in some cases, you’re paying for a bad list.
Not every keyword that’s relevant to your products or services is appropriate for your SEO campaign. For example, if you’re in a crowded space, like office furniture or accounting, you’re going to have a hard time competing for top rankings for broad, one- and two-word phrases like “office furniture” or “accounting.”
Instead, your SEO firm should help you target long-tail phrases – longer strings of keywords that are more specific and descriptive than broad category terms. These phrases have lower search volume than broad terms, but can deliver better-qualified visitors to you site.
For example, rather than trying to optimize for “office furniture,” you could target terms representing some of your most popular brands or products, such as “adjustable leather office chairs”
Likewise, if your business is focused on a particular geographic area, you don’t want to compete against the entire world for search engine rankings. Rather than targeting the term “accounting firms,” you might target several variations on accounting and your location, such as “accounting firms Albany” or “Accounting firms upstate New York.”
Another challenge is when an SEO firm suggests using consumer-oriented phrases for a B2B-focused site, simply because many of the “layman’s terms” are high-traffic keywords. For example, an industrial adhesive distributor wouldn’t necessarily want to target phrases that include the word “glue,” because that’s a term that consumers and hobbyists use. On the contrary, its manufacturing clients would tend to use phrases related to specific types of adhesives, such as epoxy or polyurethane.
When it comes to keywords, no one knows your business better than you: You know the kind of language that customers typically use to describe your products/services, the terms they typically employ in their searches, and how much competition there is for those terms within your industry. Don’t let a self-proclaimed SEO guru talk you into keywords you know are inappropriate or irrelevant.
Not every keyword that’s relevant to your products or services is appropriate for your SEO campaign. For example, if you’re in a crowded space, like office furniture or accounting, you’re going to have a hard time competing for top rankings for broad, one- and two-word phrases like “office furniture” or “accounting.”
Instead, your SEO firm should help you target long-tail phrases – longer strings of keywords that are more specific and descriptive than broad category terms. These phrases have lower search volume than broad terms, but can deliver better-qualified visitors to you site.
For example, rather than trying to optimize for “office furniture,” you could target terms representing some of your most popular brands or products, such as “adjustable leather office chairs”
Likewise, if your business is focused on a particular geographic area, you don’t want to compete against the entire world for search engine rankings. Rather than targeting the term “accounting firms,” you might target several variations on accounting and your location, such as “accounting firms Albany” or “Accounting firms upstate New York.”
Another challenge is when an SEO firm suggests using consumer-oriented phrases for a B2B-focused site, simply because many of the “layman’s terms” are high-traffic keywords. For example, an industrial adhesive distributor wouldn’t necessarily want to target phrases that include the word “glue,” because that’s a term that consumers and hobbyists use. On the contrary, its manufacturing clients would tend to use phrases related to specific types of adhesives, such as epoxy or polyurethane.
When it comes to keywords, no one knows your business better than you: You know the kind of language that customers typically use to describe your products/services, the terms they typically employ in their searches, and how much competition there is for those terms within your industry. Don’t let a self-proclaimed SEO guru talk you into keywords you know are inappropriate or irrelevant.
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