What are some of the most important factors to consider when choosing keywords for your website?
Choosing the right keyphrases is an art and a science. The best ones check three boxes: People are searching for it (search volume), your website has a realistic chance of ranking relative to others competing for it (competition), and the phrase describes what you sell or aligns with your content mission statement.
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Longer phrases are typically associated with higher intent. People who search with a long keyword are deeper into their research and may be closer to making a purchase decision. These are the types of phrases you want to target for conversions.
A site’s level of authority (or Domain Authority, DA) is another factor to consider when choosing keywords. Generally speaking, a high-DA site has far greater ranking potential than a low-DA one. Unless you’re inventing time machines, you’ll likely find it tough to outrank Wikipedia and Amazon for the most popular and valuable keyphrases without a serious investment of your resources and time.
SERP features are clues into what kind of content Google thinks is best suited to meet the information needs of searchers for specific keyphrases. If a keyphrase appears in a local 3-pack with business listings or a map, you’ll probably need to focus on local SEO to compete for it.
A page’s internal navigation also provides some insight into its purpose. For example, if you see a lot of searches for “how to” pages, you can assume that the user is in the Research phase of their journey and may be considering your product as an option. These users would probably prefer a step-by-step tutorial from your site over an overview of your products and services. In this case, a how-to page may be the best fit for them. In other cases, a sales-oriented landing page may be more appropriate. In this case, you’d want to use a call-to-action-oriented landing page to convert those visitors into customers.
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