Keywords are a vital part of your SEO campaign. No matter how good your post is without proper keywords it won’t reach to your target audience. Hence, your first step should be keyword research and targeting. Once you get the right keywords you need to bucket them into high-level keyword groups. Then you can create relevant content as well as use them in URL’s too.
Prioritizing keywords are important but you need to understand that not all keywords will serve your purpose. While some keywords are good for bringing in traffic to your website, others are great for bring in real time customers. So when it comes to prioritizing keywords there are several deciding factors, here they are:
- Demand– You need to know the demand for the keywords at aggregated and individual level. This will determine whether your users will use that particular search term to get to you. Having high traffic without proper lead generation will also adversely affect your website. So, you need to determine whether your high demand keyword is actually qualified or not, and will it help you achieve your goals. So, target keywords that do not just bring in traffic but actually help you achieve your objectives.
- User intent- This is another factor that affects keyword prioritizing. It will help you figure out what exactly your users will be looking for, and by using the keywords will it meet their needs. After determining the demand look at the keywords and find out answers to questions like: whether your users are looking for information or want to be buyers. Whether those visitors fit into your marketing funnel or not, will the content meet their expectations and will they take the next step of signing in or avail any sort of free trial. Last but not the least will they be satisfied with what they find. Buy checking the user intent you will know whether the keyword you have taken will attract qualified leads or not.
- Competition- You might think a particular keyword is perfect for you and it will help you generate leads but will it stand a chance against all those other websites using the same keywords. In such a case you need to take a closer look at your competition. If you are competing against old and trusted domains then you must look for alternatives with lower competition and moderate search demand.
- Timeframe- SEO is an ongoing process and you should look for long-term goals not the short term benefits. If you have less time to deliver results then do not target high demand keywords as to compete with other big shots you will need time. In case you target the high demand keywords then it will take quite some time to get to the targeted pages. So look for the best alternative. However, on the other hand if you client is giving you enough time then go for the high demand keywords as you will get enough time to get visibility in SERP’s.
- Clients Needs- If you are working for a client then you need to understand their goals and objectives. Some of them might be after first page results while others might be interested in lead generation .So, it’s important to understand their needs and select the keywords accordingly.
- Profitability– For some it might be just a way to gain traffic, but for most it is about increasing revenue. So focus upon the products or service that are most profitable and the ones that has the highest demand within the target group while deciding the keywords.
- Scalability– It’s important to check out the keyword groups and URL’s that are mapped to. It’s best to focus on high-value URLs if you can raise the visibility of high-value URL’s. You will be able to scale your effort along with the results.