Choosing a keyword: a question of strategy
Posted: Sat Jan 18, 2025 9:48 am
Positioning yourself on Google is the obsession of all companies , and it is the first thing that any long-suffering online marketing consultant like me asks for. The problem, especially in eCommerce, is finding the right keyword or keywords. And to do that you need to have a clear marketing strategy and know the market and the competition very well.
How to do keyword research with Semrush
I think my hysterical laughter still resonates in the ether the last time a client, whose name I don't want to remember, asked me to make his website appear in the top 10 when someone typed in the word "tomato."
Let's start with one thing: positioning yourself for the same keyword that your entire sector is fighting over is practically impossible . Even paid positioning in Adwords for certain highly sought-after keywords is outrageously expensive, and doing it only through SEO is like climbing Everest in a Seat Panda .
Therefore, if you are an insurance agent in Cuenca, forget about appearing in the top 10 for the word "insurance", which is being fought over by dozens of companies with millions of euros in budget. But qatar business email database be careful, this does not mean that you cannot have a positioning strategy. In addition to other major SEO criteria, such as the fact that the website is updated and that it has original and useful content for the user, we have to think about several keywords, not just one .
longtail-seo
Since a single website has dozens or hundreds of different URLs, we have a lot of room to test different types of keywords. If you are small and have few resources, use a 'long tail' strategy: many few can add up to as much or more than few many . This allows us to design a different keyword for each product or service we offer (on different pages of our website) or for each post on our blog.
It is about choosing more descriptive keywords , which also help to better focus and segment who we are targeting. That is, instead of wanting to position ourselves in “insurance”, we should try to position ourselves in “life insurance in Cuenca”, “insurance for rental cars” or “car insurance without deductible”. And always taking into account three factors: the market we are targeting, frequency of searches and competition for the keyword.
How to do keyword research with Semrush
I think my hysterical laughter still resonates in the ether the last time a client, whose name I don't want to remember, asked me to make his website appear in the top 10 when someone typed in the word "tomato."
Let's start with one thing: positioning yourself for the same keyword that your entire sector is fighting over is practically impossible . Even paid positioning in Adwords for certain highly sought-after keywords is outrageously expensive, and doing it only through SEO is like climbing Everest in a Seat Panda .
Therefore, if you are an insurance agent in Cuenca, forget about appearing in the top 10 for the word "insurance", which is being fought over by dozens of companies with millions of euros in budget. But qatar business email database be careful, this does not mean that you cannot have a positioning strategy. In addition to other major SEO criteria, such as the fact that the website is updated and that it has original and useful content for the user, we have to think about several keywords, not just one .
longtail-seo
Since a single website has dozens or hundreds of different URLs, we have a lot of room to test different types of keywords. If you are small and have few resources, use a 'long tail' strategy: many few can add up to as much or more than few many . This allows us to design a different keyword for each product or service we offer (on different pages of our website) or for each post on our blog.
It is about choosing more descriptive keywords , which also help to better focus and segment who we are targeting. That is, instead of wanting to position ourselves in “insurance”, we should try to position ourselves in “life insurance in Cuenca”, “insurance for rental cars” or “car insurance without deductible”. And always taking into account three factors: the market we are targeting, frequency of searches and competition for the keyword.