Five Signs You’ve Picked the Wrong Keyword
- You’ve picked the same word for (almost) every page of your site. It’s very important to understand the importance of mapping specific keywords to specific pages. Pages rank in the search results, not full sites, so choosing keywords for your website “in general” won’t get you results. Instead, choose your keywords for each page based on the information on that page.
- Your chosen keyword doesn’t appear anywhere in your page copy. If your page is not about “red widgets,” then that page will not rank for “red widgets,” no matter how many times you stuff “red widgets” into the meta tags. Competition for visibility in the search engines is fierce, and you need to actually provide something of value to rank well.
- The links on your page that have your chosen keyword as anchor copy link to a different page. For example, say you have a page about “widgets” and on that page you have anchor text links for “red widgets” that take users to your “red widgets” page. The “red widgets” page, not the “widgets” page, is probably the better choice to optimize for “red widgets.”
- You are optimizing for more than 3 keywords on a page. (And by 3 keywords, I mean 3 variations like synonyms, plural/singular, etc.) Don’t try to optimize a single page for “red widgets,” “blue thingys,” “miniature do-dads,” and “custom widgets” because it dilutes the effectiveness of each keyword. A page should be about one or two concepts. If you have related information, use links to guide visitors to pages that are about that specific information.
- You don’t actually offer the product or service. If you don’t offer “competitor brand red widgets,” getting results from optimizing for “competitor brand red widgets” is probably not going to get you good results. You may be able to get some visibility, but the few conversions you get probably won’t justify the effort. Focus instead on finding the keywords that not only bring traffic, but convert into customers.
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