A one-word search string is centuries ago.
Now, when the Web is so densely populated with sites, it is next to impossible
to achieve constant top ratings for a one-word search string. Achieving
constant top ratings for two-word or three-word search strings is a more
realistic goal.
For instance, If you have a site about dogs,
do NOT try and optimize for the keyword "dog" or "dogs".
Instead you could try and focus on keywords like "dog obedience
training", "small dog breeds", "homemade dog food",
"dog food recipes" etc. Success for very popular one-two word
keywords is very difficult and often not worth the trouble, it's best to focus
on less competitive highly specific keywords.
The first thing you need to do is come up with
keywords that describe the content of your website. Ideally, you know your
users well and can correctly guess what search strings they are likely to use
to search for you. You can also try the Website Keyword Suggestions Tool below
to come up with an initial list of keywords. Run your inital list of keywords
by the Google keyword Suggestion tool, you'll get a related list of keywords,
shortlist a couple of keywords that seem relevent and have a decent global
search volume.
When choosing the keywords to
optimize for, you need to consider not only the expected monthly number of
searches but also the relevancy of these keywords to your website. Although
narrow keywords get fewer searches they are a lot more valuable than generic
keywords because the users would be more interested in your offerings. Lets say
you have a section on your website where you give advice on what to look for
when adopting a dog. You might discover that the "adopt german
shepherd" keyphrase gives you better results than a keyword like
"german shepherd dogs". This page is not of interest to current
german shepherd owners but to potential german shepherd owners only. So, when
you look at the numbers of search hits per month, consider the unique hits that
fit into the theme of your site.
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