It is quite a shame that the efforts you put in towards optimizing your website should fail. While there are various reasons to thank for why your SEO is not going right, mistakes in keyword research can be the leading cause.
Keyword research is awfully easy to conduct, but the assumptions that most companies make are what result in the terrible mistakes in the process. So, what slips could you be making as regards keyword research? Here’s a look at seven keyword research mistakes you need to avoid, starting now:
Overlooking the importance of keywords
Much as the prominence of keyword research is booming in the field of SEO, some website owners still have not found enough significance in practice to implement it. A significant part of the websites that exist online do not bother to spare the time or effort for keyword research, and by not understanding the necessity of such terms, then the attempts to optimize their sites is crippled.
Ideally, a keyword is a phrase or term that captures the intent and content of a web page or a site. The importance is found in the fact that Google users are looking for solutions to their problems through these very words. In essence, it is the keywords that help match your site to the user that needs the information.
Chasing popularity over company goals
Since the inception of your brand to launching it online, you were fully aware of your brand’s objective. However, with time, you begin to deviate your primary goals to accommodate the trending vibes in your industry. Why is that?
Internet users may be all out for particular information because it is trending news, but that does not necessarily mean that you should. If your keyword research is only focused on popular terms, then you are very likely to miss your company goal while chasing fame. Alternatively, weigh out between popularity and relevance to your industry and brand, before you settle for keywords to use.
Undermining the usefulness of keyword research tools
Various ways are resourceful for locating the perfect keywords, including conversations online, social media hashtags and trending topics, among others. However, keyword research tools are in the market for a reason. They help you achieve a better and more structured research outcome than working without them.
The best thing about keyword research tools is that they are a variety, and if you check there, you will realize that some are even free. Find different tools to use, among them, Google Keyword Planner, Google trends, Serpbook, to mention a few.
Using one set of keywords
Let’s say you are not failing at any of the issues mentioned above, but you are still failing in keyword research. In this case, it could be that your approach of the terms you pick out is the problem. Ideally, there are different search terms you could use, for example, single-word terms, other short-tail phrases, or long-term phrases.
The best approach is to mix them up but lean more on long-tail keywords, which are usually around 4 or more words. The long-tail terms are less competitive, more descriptive and better at capturing the intent of the users. Further, make sure you keep updating your primary terms so that you can keep up with the rapid changes of keyword rankings.
Low keyword quantity
If you have identified high-quality keywords, say, popular long-tail phrases in your industry, the next thing is to make sure your copy and your website are rich in quality keywords.
If you only have one or two keywords, then your performance in search rankings will still be poor. Since one keyword could have multiple meanings, identify more terms, and this way, you will be more targeted, specific and clear in the results you get. Be geared to bring the audience to particular results as possible, and that way, you narrow down your competition.
Failing to study and understand your audience
The keyword research and the whole SEO process should be centered around your target audience. If you do not know what your target audience needs, then there is no way you can please them. Search engines are interested in a happy audience, and since there are various websites providing content in your industry, you will have to suffer poor rankings.
Collect feedback on your website, on your physical location, on social media, and in any other channels possible, to help you understand what people want and demand from your brand. From there, you can use the information to guide the search terms you target, and ultimately, the kind of content you generate.
Using jargons and complex terminologies
Sure you are an expert in your industry, but blubbering out jargons will not do much for your traffic rates. People may be interested in information about a particular sector, but not the complex terms.
Your keywords should be communicative and relatable to the people you are pushing your brand to. Better, if the words cannot be spoken out easily, then avoid them, primarily due to the rise of voice search. Keep it as simple and straightforward as possible.
Whether out of ignorance or in the process of getting an easy way out, these mistakes mentioned here will only do you more harm than good, and are better avoided.
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