You may be using the wrong keywords in your content and not even realize it. There are a few ways a keyword may be wrong. We know that keywords are the words used to search whatever the user wants to find, learn, or buy. Any of those words used are keywords. I want to discuss the wrong keywords that come into play, whether on accident or with intention.
What are the wrong keywords?
There are 3 different ways that the keywords you’re using could be the wrong keywords for your content.
1. Common Keywords
If you’re using a common keyword phrase then it’s going to be hard to determine what is unique about you. What makes you different from anyone else using the same keywords?
This may not be an issue for an individual piece of content. The issue is when you aren’t using anything uncommon across all your content, all your pages. It makes it hard to really set yourself apart from the competition, from the other search results.
2. Irrelevant Keywords
If you use irrelevant keywords then it’s going to be difficult to show up in the right topics. Depending on what keywords you use, it could be completely random for your business.
This often happens with analogies and examples inside the content. The context of what is in the content doesn’t end up matching the search intention. That’s not going to help you find qualified leads. No one feels good about the content.
You want to produce the content that is valuable and makes the user feel good about having come to your page. You want them happy when they engage with your content so that they want to stay and come back for more.
3. Generic Keywords
Finally, a generic keyword is a high-level view of what a topic could be about. For example, intermittent fasting might be a topic for a health coach. That’s a very broad search term. There’s a lot of information about intermittent fasting from different health businesses. However, if you want to use that you’ll need to be aware of the competing content for the same keywords.
The problem with generic keywords is that it isn’t solution-focused. Your content needs to solve the problem. Even if it’s a self-imposed thought-processing problem. Search engines share valuable content with their users that will solve their problems.
Search volume size matters, or does it?
There’s a lot of misconception about what you’re looking for in a keyword. You want to have a high search volume. You believe more searches are good and fewer searches are bad.
I want to challenge that today to tell you search volume is simply an existing metric. It’s not good or bad. What it tells us is how many people searched that keyword. If there are many interested people searching for the topic in a given month, on average, over a long period of time.
A keyword that has 10 monthly search results might still be the best keyword for you to target. However, a keyword that’s searched 200,000 times has increased difficulty of success. There is no right or wrong with a keyboard search volume. It’s a metric to help you determine how common or uncommon that search is.
The lower volumes don’t put your content in competition with the bigger companies. Companies like Forbes, Entrepreneur, and Mind Body Green have marketing departments. These big brands are going to be targeting the keywords that have much higher search volumes. That leaves these smaller search volumes to be our sandbox to play. One day you may compete with them, but you’re not there today.
Having your content featured on their website is a great way to boost your own website though.
A lower search volume is more likely to be competing with smaller companies. They’ll have smaller teams putting in less time and effort into their SEO. Many of these smaller companies aren’t doing this kind of work for their content. This is why it’s easier for you to show up in the fewer monthly keyword search volumes.
Do you know what your audience wants?
Another misconception is that search phrases correspond with intention. Google wants the content in the search results to match the search intention. They help the user by answering their search intention, not the search query. What problem would someone want to solve when they search for your content?
Keywords aren’t forever.
You have this knowledge now. You use it to test the keyword on your content and check the performance in Google Search Console. You’ll continue testing and tweaking based on data. There’s no one right or wrong answer.
You’ll come back to the content to check the performance. Make updates and tweaks as needed every 3-6 months based on the performance. You can update content to optimize it for different keywords, rewrite it entirely, or scrap it. There’s a lot of different options, but these are things that you’ll want to continue to keep an eye on.
What are the right keywords?
The right keywords are the opposite of the wrong keywords. To make sure that you’re not using the wrong keyword and you’re actually using the right one let’s review.
1. Uncommon Keywords
The search volume data helps you determine how common the search is. It’ll help you determine which one might be the best one for your content. There is no definite right or wrong answer to give you. A newer website will want to target keywords with 10 to 5,000 monthly searches.
2. Relevant Keywords
Don’t show up for search results that are off-topic. That’s not even something you want to be known for. All that content can stay off your website. You want the keywords in your content related to your expertise.
3. Specific Keywords
Does the keyword address a specific problem? Does it provide a solution that’ll help the user? Increase your search result ranking with a longer keyword phrase, a long-tail keyword. These keywords consist of 3 to 5 words. This makes it easier to clearly state who the content is for and what it’s about.
Finding the best keyword for your content takes into account many different components. Discover how to use Google for keyword research to rank in the top 25 search results without learning SEO. Claim your free ebook today!