For sales to go up you need to do a good SEO. For a good SEO you need proper keywords. Selecting the correct keyword is one of the initial steps of Search engine optimisation and, ironically, an area where most people go wrong. It is not an easy job. If you pick a popular word as your keyword you are left with a fierce competition. If you pick a specific one you might end up with a very less viewability. So what is to be done here? What is the right balance? How do you reach the balance? Point that needs some serious thoughts.
Lets do this with an example. You are in Ontario, Canada, and your business is low calorie ice creams You have chosen your main keyword as “ice cream”. You can imagine the number of sites that’s going to come up if you type “ice cream” in the search field of a search engine. How about “ low calorie ice cream Ontario”? There! You just improved your chance of being viewed a little more. Its true that the number of people who search for “low calorie ice cream Ontario” is going to be lesser than those who search for just “ice cream”. But the chances of those visitors turning to buyers are much more in the case of “low calorie ice cream Ontario”. Moreover with “ice cream” if you are going to be in page 20, with “low calorie ice cream Ontario” you are going to be in page 1 or 2. See the magic of using an apt and proper keyword?
So you have now finalised on your keyword. But how do you know whether your users are going to type those exact key phrases that you have chosen? What if a user tries to find “low fat ice cream” instead of “low calorie ice cream”? You need to make sure that your website is included in that search too. Which leads us to our next point: you need to have secondary keywords that are synonyms or spelling variants of your main keyword. Normally this can be done only if you do a good keyword research and find the keywords are your main competitors are thriving on.
In case you wonder whether more than 2 words in the key phrase will make the site viewable, well, they will. People who want to buy ice cream will buy it local than ship it from abroad. Hence they will be doing a specific local search where your site takes the advantage. The trick here is to think like a user. How would you do your search? What would you want if you are the user? Offer that and you needn’t look back.
Suppose your keywords are “low calorie ice cream” and your site actually talks about artificial sweeteners. The users who were searching for low calorie ice cream would not just be disappointed but would leave the site immediately without browsing the site further. Not only you are driving away your prospective customers here, you are losing real customers if you had optimised your site for what you actually sell. Make sure that your keywords are relevant to your site.
Once you decide on all the correct keywords and their variants, divide them equally among your web pages. Optimising all the pages for all the keywords might not be a good idea since that would not disarrange low calorie ice cream e the keyword ratio per page. It’s better to have 2-3 keywords per page, which will also make the content look natural. Else, stuffing all the keywords in the text on all the pages would make the content look unnatural and weird.