Posted on Sept. 18, 2009
Whether you are trying to rank organically or running a pay per click (PPC) campaign, choosing the right keywords makes all the difference. Doing keyword research is one of the most important steps in the search engine optimization (SEO) process. You can run an SEO or PPC campaign without doing any keyword research and rank well, but if you're ranking for the wrong terms you are wasting your time.
It is only natural to want to rank well for keywords that get the most searches. Of course you would rather your commercial be shown during the Super Bowl than a high school football game. Chances are you simply can't afford that time slot. The same is true for the most searched keywords. There are so many people going after these keywords that achieving organic rank is very challenging.
It is also true that those most searched keywords may not even be good sources of conversions. Site traffic does not necessarily equal sales. This is especially important in a PPC campaign. You don't want to pay for clicks that don't turn into sales.
The more specific your keywords are to your product, the better chance you have of getting a conversion. The key is finding a balance between being specific to your product while focusing on keywords that have search volume. The more specific your keywords, the better your chance of driving relevant traffic that converts to sales.