Choose Your Keywords Carefully; Your Website’s Success Depends On It!


In this article, we will show you the important first steps you need to take in order to use that information to get more traffic, sales and qualified responses.

More specifically, our last article showed you how to find the products and features that customers are looking for by getting keyword counts.  Armed with that information, you can make changes to your website (and other marketing initiatives) so that you get more traffic to your site and ultimately more sales. Also, our experience shows that optimizing your site for four or five keywords will lead to the best results.

(We will deal with ways around this keyword limitation in future articles on pay-per-clicks and gateway web sites, but using these methods are involved and more expensive.)

When web site owners see the huge query counts under the most general keywords, they get “query count greed” and want to optimize their web site to grab it all.  In practice this is nearly always a bad strategy because searching with the highest traffic keywords on Google will show they are too general to be useful to customers, too well-defended by huge companies for small companies to push their listings aside, and deliver a very low ratio of buyers. 

The smarter strategy is to optimize your web site so that search engines—and potential customers—will find you. While the traffic won’t be as high, the ratio of buyers will be much higher. So you’ll get buyers instead of just browsers.

The Four Rules of Keyword Selection

Keyword counts tell you what your prospects are looking for NOW.  They describe the products and services your customers want and what features they are looking for.  You will not find a more efficient and effective way to do customer research. The best way to get started is to heed the following rules when you are choosing your keywords:

1. Use the “voice of your Internet customer” keywords to organize your web site.

  • If your four chosen keywords have query counts of 20,000, 10,000, 5,000 and 3,000, and others are much less, organize your web site so that higher count products and services come first.
  • Keyword query counts also tell you what features should come first, what customers’ hot buttons are, what their issues and barriers to sales are, and how you need to structure your web site’s sales and response paths.

2. Good sales and qualified responses are better than just higher traffic.

  • SEO by itself is just a tool to get targeted traffic to your web site.  However, traffic is not the end game, revenue and profits are.
  • Besides bringing in traffic, keywords tell you what features your prospects want so you can use the correct terms to market your goods and services.
  • Prospects are more likely to respond to your site if they go directly to the page that contains the features they are looking for (as opposed to your home page).

3. Find the keywords that emphasize your strongest products and services.

  • In order to optimize your site for search engines, your site will have to contain considerable keyword content on several pages where you have the most to say about your best products and services.
  • Every sale and customer response should build ongoing customer acquisition and brand equity.
  • You can always feature other products and services once prospects are on your web site.

4. Avoid keywords that are highly search engine competitive. 

  • Check your keywords on the search engines to make sure they can win good competitive positions.  Keywords that can’t win reliable placements won’t help you  (see The Four Steps Keyword Success sidebar).  Enter your keyword phrases into Google like a customer would.
  • Having projected traffic numbers enables realistic budgeting for all other web site and eMarketing investments.

By adhering to these rules and following the steps in the sidebar, you not only know which keywords your customers are using when searching the Internet, but what product, services and features they are looking for. Further, you have identified the opportunities to get you on the first page of search engine results.