What Should I Consider When Selecting Keywords for My Business?

Short Answer: When selecting keywords for your business, focus on targeting relevant keywords that align closely with what your potential customers are searching for, rather than simply choosing the cheapest or most general keywords.

Full Explanation

Choosing the right keywords is crucial because not all keywords carry the same value for your business. While some keywords may be cheaper and seem easier to rank for, they might not attract the right audience who are ready to engage with your product or service. For example, a very general keyword like ‘deck’ could attract users looking for ideas or inspiration rather than someone ready to hire a professional. On the other hand, a more specific and relevant keyword like ‘deck builder’ clearly indicates a potential customer’s intent to find a service provider. Targeting such relevant keywords increases the chance of reaching individuals who are genuinely interested in what your business offers.

Step-by-Step Breakdown

Identify your business objectives: Understand what your business offers and who your ideal customers are.
Consider user intent: Think about what potential customers are specifically searching for when they need your service or product.
Focus on relevance: Choose keywords that closely match the services or products you provide rather than broad or generic terms.
Avoid going after the cheapest keywords: Cheap keywords may have less competition but often don’t bring valuable traffic.
Evaluate keywords based on alignment: Select keywords that reflect the buyer’s readiness and intent, such as including action-related terms like ‘builder’ or ‘service.’

Real Examples

Consider the keyword ‘deck’ versus ‘deck builder.’ A search for ‘deck’ might bring up Pinterest boards, design inspiration, or general information, which may not lead to immediate business opportunities. However, a search for ‘deck builder’ signals that the user is looking to hire a professional service, making that keyword more relevant and valuable for deck-building businesses.

Common Mistakes

Choosing keywords solely because they are low-cost without considering whether they attract your ideal customer.
Using broad keywords that don’t clearly indicate a buyer’s intent, leading to irrelevant traffic.
Ignoring the importance of relevance, which can result in wasted marketing efforts and poor conversion rates.

FAQs

Why shouldn’t I just pick the cheapest keywords?: Cheapest keywords may not bring qualified traffic. It’s more important to select keywords that are relevant to your business and attract people likely to become customers.
How can I tell if a keyword is relevant?: A relevant keyword directly relates to your business offerings and matches the intent of users who want your product or service.
What is an example of an irrelevant keyword?: Generic terms like ‘deck’ are often too broad and do not necessarily indicate the searcher’s intent to purchase or hire.

Key Takeaways

Always prioritize relevance over cost when selecting keywords for your business.
Focus on keywords that clearly convey the buyer’s intent and relate directly to your products or services.
Choosing the right keywords improves your chances of attracting customers who are ready to engage with your business.
Avoid wasting resources on keywords that lead to broad or unrelated searches.