Keywords: Choose Wisely.
If you are attempting to rank your Website for non-branded keywords, such as the keywords that do not contain the name of your business, make sure you are targeting these with realistic goals in mind, and with keywords that will directly benefit your business. These days, keyword searches conducted by consumers are increasing in length and those longer-tailed keywords are usually indicative of someone who is at the latter stages of the purchasing cycle.
- A Kelowna based retailer that sells mountain bikes, may want to focus on ranking for keyword searches their local customers are likely to use to find them, such as “kelowna mountain bikes”, or “mountain bikes store Kelowna”.
The above example narrows a search query to a specific product type along with a geographical modifier -in this case “Kelowna”. This is a strong indication of someone who wants to purchase within a specific area. Ranking your website for descriptive search queries, or long-tailed keywords, is more likely to bring you faster SERP success along with more qualified traffic. Trying to battle for first page positioning on short-tailed, generic keywords, will take a tremendous amount of time and resources, and may not be of any benefit for your business. A good place to start is with Google’s Keyword Tool. Just be sure to research those “exact match” numbers and searches that coincide with your geographic location, unless you are offering products or services on a national level.