Decoding the Enigma of Keyword Selection in Search Engine Optimization

The Power of Keyword Selection

On April 27th, we published an article titled "Is Search Engine Positioning Dead?" which highlighted the enduring relevance of search engine placement as a potent tool for driving substantial, targeted traffic to your website. The article sparked a flurry of feedback and questions, but one topic that stood out was the importance of keyword selection and how to choose the best keywords for a website.

Keyword vs. Keyword Phrase: What's the Difference?

A keyword is a single word, such as "Maui," while a keyword phrase is a more descriptive string of two or more words, such as "Maui vacations." Your approach to keyword selection will depend on your industry. For some niche markets, single words can be effective, provided they are specific to your product or service. However, well-researched keyword phrases can attract quality, targeted visitors to your website who are specifically interested in what you are selling.

The Impact of Keyword Selection on Website Traffic

Consider a scenario where you sell Maui vacations, and your website ranks at the top of the search results for the keywords "Maui" and "Maui vacations." The type of visitors you attract will vary based on the keyword they used for their search.

Those who search for "Maui" could be looking for a wide range of topics, from Maui's history and culture to snorkeling, botanic gardens, hiking trails, sailing, golfing, and yes, some will be looking for Maui vacations. However, only a small percentage of these searchers are potential customers for your vacation packages.

On the other hand, those who search for "Maui vacations" are all potential customers for your business. By ranking high for this more descriptive keyword phrase, you attract people who are more likely to become paying customers.

The Evolution of Search Behavior and Search Engines

Today, more than ever, your ideal prospects are likely to enter precisely what they want to find, rather than general, open-ended terms. This means your keyword selection must target your ideal customer with laser-beam focus.

Simultaneously, search engines and directories are becoming stricter with the pages they accept and index. They closely scrutinize your submissions to ensure they are completely relevant to the topic reflected by your keyword phrase.

The Role of SEO Companies in Keyword Selection

In our previous article, we discussed the pros and cons of handling your search engine positioning yourself versus hiring a reputable company. Many of you have wisely realized that it can be more time-effective and cost-effective to entrust your search engine placement to experts, allowing you to focus on your core business.

The crucial question now is: "If I hire a company to handle my search engine placement, should I provide my own keywords and keyword phrases, or should they advise me?"

Any company that doesn't offer consultation in this area is not helping you maximize your search engine rankings. Keyword selection is the foundation of your search engine campaign. If you hire someone to achieve top ranking for your website, they should take full responsibility, not just bits and pieces. Otherwise, your entire promotion could fall apart.

Conclusion

It's now clear how vital it is to target the best possible keywords and keyword phrases for your website. With the right SEO specialists, you can lift the burden of proper keyword selection from your shoulders. Your expertise of your business warrants your input, but you can rest easy knowing that the SEO specialists are doing their job, not leaving your keyword selection to chance. After all, isn't that why you hire them in the first place?