The Importance of Keyword Selection
Keyword selection depends on your communication strategy as well as your target audience.
As you can probably guess, obtaining a strong positioning by using generic terms has become the battle strategy in the competitive automotive, housing, banking, tourism, and luxury sectors.
Is it necessary to show interest in these generic keywords to generate traffic? Wouldn’t it be better to spend your energy on specific keywords, in order to attract more qualified visitors and achieve a smaller rebound rate, a greater conversion rate, a smaller CPC, and thus a greater return on investment?
In fact, the specific keywords have proven very effective. In certain cases, traffic generated by specific keywords is superior to that generated by generic keywords. This creates what we call the “long tail effect.”
There is thus not only one strategy to adopt when it comes to keyword selection. You’ll need to define your strategy on a case by case basis, depending on diverse parameters. Everything depends on your budget, timeframe, and strategy. There is no one-size-fits-all answer to the question of keyword selection.
Whether you choose generic or specific keywords, the most important thing is that your keywords are well-selected and based on the results of a keyword study. Here at LegitiName, this is a very in-demand service that many clients don’t think they could survive without. Such studies consist of using several tools to collect the most-searched keywords by Internet users in specific domains. These keywords are adapted to a given sector and represent a certain search potential.
Keyword selection is just one part (granted an important one) of a true visibility strategy. But keep in mind that there is a lot left to tackle before you will see your site at the top of a Google results page…
Adapted by Jessica Hartstein
Tags: long tail, referencing, semantics, SEO, visibility
