Tuesday Tidbit: A Common Mistake with Keywords

Welcome to Tuesday! I’ve got a very quick tidbit for you today about keywords, and how to think about them in 2016 to correct a common "mistake." 

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When we begin work with a new client here at ArcStone, we often ask, “what would you say are your top 10 keywords?” This allows us to gain a lot of insight into what it is that the client wants to be found for online. From there we begin working together to refine the list and make a plan.

I’ve noticed that many newcomers to ArcStone often make the same exact “mistake” when thinking about those top keywords. I put the word “mistake” in quotes because it’s not necessarily an error - just something that needs to be refined.

The issue is this: there are very, very general keywords on their list.

For instance, say you’re a nonprofit that helps kids who don’t have enough money to buy school supplies and clothing in Minneapolis. When you think about what you want to show up for on the web, you think “school supplies” is perfect, so you add that to your list.

But if we are to dive deepr with this, think about all of the reasons someone might go to a search engine and type in “school supplies." How often is that searcher actually going to be looking for services like yours? Probably not the match they're looking for. In fact, results for such a general term are going to be all over the place. Mostly, you just get results for places that sell supplies.

So, your challenge is to think critically about your keywords. In this case, something like “school supplies for kids in need in Minneapolis” or “Minneapolis school supply donation” or “can’t afford school supplies Minneapolis” - these are the types of things people looking for your specific services will actually type in.

In general, most of your keywords should be phrases longer than one or two words.

Is this the case every time, for everyone? No, of course not. But thinking more critically about exactly what your ideal audience is typing in will really help you to target them in the long run.

For more help, read "Modern Keyword Strategy: A Guide" and "The Key to a Marketing Campaign Success." Or contact us at ArcStone to develop a strategy.