We’ve already talked about the core principles that need to be considered first when doing keyword research, now we will focus on one of them. Just so we are all on the same page, let’s recap: the most important things to consider when doing keyword research is to avoid those with too much competition, those with not enough traffic, those that are too broad, and those that do not fit in the money website’s conversion goals.
But there is one mistake that fledgling SEOs commit the most when thinking up keywords and planning their strategy. This mistake is: putting all their SEO efforts into ranking only a handful of keywords.
Why Doesn’t Ranking Only a Few Keywords Make Sense?
It doesn’t seem to make sense at first right? After all, broaching through the SERPs is not that easy so if you have limited resources. It just seems better to focus your efforts into one keyword. The logic behind this is much like with a how a laser works. You need to focus more energy into a smaller point in order to pierce through objects. But that is not really how SEO works.
Instead Of Keyword Lists Think of Keyword Networks
Instead of going for a set small number of keywords at the start, first think of central idea which can create clouds or networks of keywords which share the same vein. Why is this more effective? It’s because of the domino effect in ranking for similar words. Google does not merely index words; it indexes relationship between words and topics in a very complex way. It doesn’t merely understand synonyms, it also finds out which words are likely to appear along side each other.
Therefore, if you rank in certain keywords, you will most likely rank in similar others that are connected to those keywords. It’s a domino effect that will eventually get your ranking for those harder, shorter keywords in the long run.
Change your paradigm. And you have to do this right at the start. The key here is to target longer, more specific keywords that really describe what your audience is looking for. For example, if you are selling pipes, one of your central ideas, would of course be “pipes”. But you have to build modifiers on that central keyword in order to create logical long tail keywords that are being searched and have less competition. You could also think of other words related to pipes and create that constellation of words you need to target.
For example, instead of targeting only:
buy pipes, wrenches kansas usa, affordable pvc
Your target list should be:
buy pipes kansas, buy wrenches in kansas, buy pvc in kansas
affordable pipes usa, affordable wrenches usa, affordable pvc in Kansas
Once you see this, you now understand how building that list should revolve around a network of related words you need to use. Just go on and on and build more phrases on those related, core words and ideas. Then weed out the phrases that don’t make sense, that don’t get traffic, and that have high competition.
Remember that keyword research is the first thing every SEO does. This is why it is the most important. Start smart and start right.