Keep Your Jargon Out Of My Keyword Research!
One of the biggest mistakes that many of my clients make it is to assume they know what keywords they need to use when optimising their sites. With no offense to any clients, they really don’t have any idea. Their keyword research is restricted to the products or services they sell.
The problem with sticking to your product or service is that you start to fall into the trap of using jargon for keywords. Your customers generally don’t come from within your industry. The majority of them are searching for your product or service using often quite vague terms. Smart keyword research will unveil these obscure search terms and capitalise on them.
Using a good web analytics tools will often unveil some surprising results for the search terms that have been used to find your web page. For example, you may sell ‘moon rocks’ that have been brought back from the moon. Your keyword research has determined that your main keywords would be: moon rock, lunar rock, space rock and rocks from the moon with a few variations like plurals. Your web analytics may show that the most popular search term is ’stuff from the moon’ - possibly because it is the younger generation that is searching. Target that longtail keyword and your possibly on top of the search engine results page.
Ultimately, whilst jargon is useful and should not be eliminated from keyword targets, you have to start thinking like a customer and look outside the traditional jargon terms when undertaking keyword research.
If you need more information on keyword research then check out some of the other articles that Scotland SEO Blog has on keyword research. If you need help in developing the right set of keywords or in finding the right keyword research tools then contact us at ASM Development.
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