So often I find myself in an argument with a new client over keywords.  Basically, the scenario is usually…

They want to be found for a main keyword phrase.

And I want them to be found for keyword phrases that convert into sales.

What’s the difference you say?  Let me tell you!

1) It’s more difficult to get on the top 5 search results for a main keyword phrase than it is for a targeted keyword phrase.  So, although it can be done, more money and time are being spent on attempting to go for that main keyword phrase.  (By main keyword phrases I’m talking about generic phrases like “name tags” or “lawyers” or “care managers“)

2) The type of audience that are typing in these generic phrases are not in the “buying” stage as of yet.  They’re just looking.  Also, they’re not sophisticated enough to know how to look.  In other words, if I were searching for a lawyer on the Internet, I would want to search for a specific type of lawyer in a specific city or area.  As a website owner, of course you want to get traffic to your website but more than that, you want targeted traffic.  You want the kind of traffic that will convert into sales.

3) Think about it – if your website was a store and you advertised on your front window that you were selling “towels” but your store only sold Kitchen towels – you would receive a huge crowd of people looking for towels, but when they came into the store they would see you only had Kitchen towels.  What percentage of those people do you think will ask you if you sold other types of towels?  I bet a large percentage.  That takes up alot of your time and takes you away from the people who are buying the Kitchen towels.  So, why would you want to attract every person looking for towels when you only sell Kitchen towels?

Get my point?

In Summary – make sure your website markets specific keyword phrases and make sure you keep updating your website to keep up with your audience.  Know what they’re looking for and give it to them.  With Internet marketing and keyword research, it’s easy to do!

Tags: internet marketing, keyword research, keyword selection, seo, website marketing