Having popularity isn't enough to declare a keyword a good choice. You must move on to the next criteria, which is specificity. The more specific your keyword is, the greater the likelihood that the consumer who is ready to purchase your goods or services will find you.
Let's look at a hypothetical example. Imagine that you have obtained popularity rankings for the keyword " automobile companies." However, you company specializes in bodywork only. The keyword "automobile body shops" would rank lower on the popularity scale than "automobile companies," but it would nevertheless serve you much better. Instead of getting a slew of people interested in everything from buying a car to changing their oil filters, you will get only those consumers with trashed front ends or crumpled fenders being directed to your site. In other words, consumers ready to buy your services are the ones who will immediately find you. Not only that, but the greater the specificity of your keyword is, the less competition you will face.
The third factor is consumer motivation. Once again, this requires putting yourself inside the mind of the customer rather than the seller to figure out what motivation prompts a person looking for a service or product to type in a particular word or phrase. Let's look at another example, such as a consumer who is searching for a job as an IT manager in a new city. If you have to choose between "Seattle job listings" and "Seattle IT recruiters" which do you think will benefit the consumer more? If you were looking for this type of specific jobs, which keyword would you type in? The second one, of course! Using the second keyword targets people who have decided on their career, have the necessary experience, and are ready to enlist you as their recruiter, rather than someone just out of school who is casually tyring to figure out what to do with his or her life in between parties. You want to find people who are ready to act or make a purchase, and this requires subtle tinkering of your keywords until you find the most specific and directly targeted phrases to bring the most motivated traffic to your site.
Please leave your comments, we would love to read them. Have a good day.
Dan and Deanna Finlinson "Marketing Unscrambled"
2 comments:
I agree, and think that it is important to always think in the same mind set as the consumer. I learned a few new things today, thank you.
Giovanna Garcia
Imperfect Action is better than No Action
Hello Giovanna, we are all consumers. We just have to think about the things that we want in products.What helps us to decide to buy something. We then put that into our marketing with keywords for SEO. Have a good day.
Dan and Deanna "Marketing Unscrambled"
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