What Makes a Good Keyword?

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A good keyword can be defined in many different ways. They can be very targeted or very broad. A general term may yield a higher search rate than other terms, but top search engine ranking for a targeted keyword phrase will generally give your site a higher conversion rate. Depending on what your site would like to achieve, both general and broad keyword phrases may be “good keywords” for a search engine optimisation (SEO) project.

• Broad and targeted keywords
• Which keywords should I target for SEO? 
• FAQ: What are the differences between broad and targeted keywords in SEO?

Broad and Targeted Keywords

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First, let’s start with targeted keywords. These key terms are often something specific that your site offers. For example, Bruce Clay, Inc. offers Internet marketing services. This includes a variety of subjects, but one of them is a natural search engine optimisation service. In this case, the term “search engine optimisation” is a targeted keyword that reflects a specific service that we offer. Using targeted keywords like this will help a search engine know that your site is about many different things, some related and some not. But, once a search engine knows this about your site, it may display your site in the result set for that targeted phrase. A user that searches with that targeted phrase is more likely to buy or sign up with your website because you offer exactly what they are looking for. In other words, the user will not have to sift through results to find what they want because the targeted keyword phrase brought them to exactly what they want.

Broad terms describe what your website does, but not to the level of detail that a targeted term does. If we use our example of Bruce Clay, Inc. again, we are a company that does online marketing. Since all of our services are a part of online marketing, we can use this broad word to describe what our website does as a whole. Using these words has the potential of attracting more visitors to your site, but the visitors may not know specifically what they are looking for, which is why they typed in a broad keyword in the first place. Therefore, the user may leave the site because your site didn’t have exactly what the user was looking for.

Which Keywords Should I Target for SEO?

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So, what makes a good SEO keyword? The answer is both broad and targeted keywords. Search engines will associate specific keywords with their more general phrases, and using both on your site will help the site become an authority on the subjects that you talk about. If we start with the targeted keyword phrases and become experts on them, then eventually, we will become experts for the general terms, too.

Revisiting our Bruce Clay, Inc. example, we can use targeted terms like “natural search engine optimisation,” “SEO services,” “PPC management,” and “website analytics” to help us become experts about those individual topics in search engines. Once we have become experts in all of those topics, then the search engines will say that we have become an expert in the broader topic of “online marketing” and “Internet marketing”. This ultimately defines your website’s theme and establishes your site as an authority.

FAQ: What are the differences between broad and targeted keywords in SEO?

Understanding the nuances between broad and targeted keywords is pivotal for achieving online success. These two categories of keywords are not created equal, and comprehending their differences can significantly impact your website’s search engine rankings and overall visibility.

The Essence of Broad Keywords

Broad keywords, often short-tail, consist of one or two words and are remarkably expansive in scope. These generic and less specific keywords make them highly competitive in SEO. While they may generate substantial traffic, they often comprise users with diverse intentions and interests.

The Power of Targeted Keywords

On the other hand, targeted keywords, or long-tail keywords, are more focused and specific. They usually comprise longer phrases or questions, making them less competitive but more valuable. Targeted keywords attract users with clear intent, increasing the likelihood of conversions and engagement.

Balancing Act

The key to successful SEO lies in balancing broad and targeted keywords. Broad keywords can cast a wide net and draw users to your website, but they may have lower conversion rates. Targeted keywords, while driving niche traffic, often yield higher conversion rates. A combination of both can optimise your SEO strategy.

Competition and Cost

Broad keywords often face increased levels of competition, increasing advertising costs significantly. Businesses on limited budgets may reach their desired target audiences more effectively with targeted keywords.

Keyword Research is King

To make informed decisions, conduct thorough keyword research. Tools like Google Keyword Planner and SEMrush can help identify the most effective keywords for your industry. Analyse search volume, competition, and user intent to determine your SEO strategy’s ideal mix of broad and targeted keywords.

Understanding the differences between broad and targeted keywords is fundamental to crafting a successful SEO strategy. Including keywords in your content can help increase online visibility, attract the right audience, and drive conversions.

Step-by-Step Procedure:

1. Keyword Research: Use tools to conduct extensive keyword research. You can find relevant terms for your site. Google Keyword Planner and SEMrush are two popular SEO tools.
2. Analyze User Intent: Understand the intent behind each keyword to ascertain whether it aligns with your website’s goals, such as increasing traffic, brand awareness, or conversions.
3. Competitor Analysis: Analyze your competitors’ keyword strategies to gain insights into what works in your industry and identify gaps in your strategy.
4. Create a Keyword List: Compile a list of broad and targeted keywords most relevant to your business or website.
5. Content Optimisation: Integrate these keywords naturally into your website content, ensuring they enhance the user experience rather than disrupt it.
6. Track Performance: Utilize SEO tracking tools to monitor the performance of your keywords, such as ranking changes, click-through rates, and conversion rates.
7. Adjust and Refine: Based on your performance metrics, refine your keyword strategy by optimising underperforming keywords and expanding on those that show promise.
8. Balance Keywords: Maintain a balance between broad and targeted keywords in your content to attract a diverse audience while catering to specific user needs.
9. Quality Content: Continuously produce high-quality, informative content that aligns with your chosen keywords to improve your website’s authority and relevance.
10. Stay Updated: Keep abreast of evolving SEO trends and algorithm changes to adapt your strategy as needed.

By following these steps, you can develop a robust SEO strategy that harnesses the power of both broad and targeted keywords to enhance your website’s visibility and achieve your online goals.