The Ideal Web Site – Part 2 of a Series

The Ideal Website Targets the Right Keywords

One of the biggest mistakes website owners make is targeting keywords that are unlikely to provide a return. Achieving a #1 ranking on Google for a keyword search term nobody is searching for is a waste of time and money. For search engine marketing, keywords fall into two major categories: broad generic (head) keywords, branded and regional (tail) keywords. The stiffest competition is in the short head keywords.

If you entered the head keywords ‘storage products’ into Google today you’d see over sixty-one million pages indexed. That’s a lot of competition. In the top five you’d find Rubbermaid. For a company with almost unlimited marketing resources very generic keywords may be worth pursuing. We have a client in the Vancouver area. By choosing regional (tail) keywords we have been able to secure the top position on Google for ‘vancouver storage products’. The amount of traffic received for their SEO dollars has proven to be a good investment. Pursuing top rankings for ‘storage products’ with the budget we had to work with would have been a poor investment, with little or no returns. If you entered ‘spacesaver storage canada’ today you would discover that these branded (tail) keywords also returned a #1 ranking for our client.

Whether you’re pursuing organic rankings or pay per click traffic, selecting the right keywords can be one of the primary decsions that determine your online success. Keyword analysis is the starting point.