Blog Layout

Don’t Miss the Mark on Keyword Research

Dustin Williams

A critical part of an SEO campaign is the keyword research. It is during this phase that a website owner will determine what keywords are most popular and most relevant to their business. They will generate some form of keyword list and it may or may not include URL mapping of the most relevant keywords. When doing the keyword research, there are two pitfalls that can have an adverse effect on the entire SEO campaign.

Getting Distracted by the Search Volume

When performing keyword research it can be very easy to get caught up in the search volume numbers of all the potential keywords a site could rank for. Focusing on just the high volume search terms can often cause a person to miss the mark on their SEO strategy. While it would be great to have a top ranking for a search term that gets a million or more searches in a month, the reality is that those types of terms tend to be less targeted and much more competitive. As a result, you end up with a very expensive SEO campaign and nothing to show for the money invested. Even if rankings are achieved some months down the road the traffic will not be well targeted and the bounce rate will be very high.

The better option is to choose keyword phrases that are more specifically targeted and include the higher-volume keyword phase inside them. For example: If I was optimizing for the search term of “search engine optimization” I would consider targeting terms like “ search engine optimization company ” or “ professional search engine optimization services ” since both of those longtail terms contain the search term of “search engine optimization” inside them. By following this strategy a website owner can quickly reach the top rankings that drive more targeted traffic and produce a smaller bounce rate. Since the longer keyword phrases also contain the broader phrase inside them, those higher volume keyword phrases will not get ignored. Several months into the campaign you may even see the website showing up in the top 30 or top 20 for the higher volume phrases. At this point you can take the increased revenue from the longtail search terms and invest it in securing some of those larger-volume search terms. Now, because of your work with the longtail keywords, it will be much easier to move them the rest of the way up the rankings.

Getting Distracted by the Amount of Relevant Keywords

Another mistake that can hinder the progress of an SEO campaign is targeting a large amount of keywords. Depending on the size of the website there could be thousands of keyword phrases that are all relevant to site content. It is a good idea to record all of the relevant terms in some type of chart to keep track of them and make sure the site has optimized pages for each one. However, if the focus of the SEO campaign is spread out across hundreds or thousands of keywords it is going to slow down the time it takes to achieve the top rankings.

A good idea is to generate a smaller group of keywords out of the larger list and to focus on them. Make sure the keywords are clearly mapped to the best pages of the website and set goals for ranking on those keywords. After top rankings are achieved, the list can then be expanded to include additional keywords.

Be sure to keep the original keywords from the smaller list even after it is expanded. It is important to continue monitoring the rankings of your original terms so they don’t slip and lose some of their search engine rankings.

Both small and large budget SEO campaigns can benefit from focusing on a smaller list of highly targeted keywords that still include some of the larger-volume search terms inside them. In the end, the website will be able to achieve top rankings and produce an ROI much quicker.


By Travis Thorpe 05 Mar, 2022
By Alison Cotsonas 15 Feb, 2022
You know you need to implement SEO into your site to direct traffic your way, but this can be a major undertaking. SEO is only effective when done properly. This seems easy enough, but there are many aspects to an effective SEO plan, and making sure you cover all of the basics can be tricky. […] The post SEO 101: Have You Covered the Basics? appeared first on
By 08 Feb, 2022
Did you get a quote from an SEO company that was too good to be true? It probably is. Find out why you should look at more than the price of SEO services. The post Why You Should Look at More Than The Price of SEO Services appeared first on
By Alison Cotsonas 04 Feb, 2022
You can position your website in a visible and coveted spot on a search engine results page when you partner with an experienced SEO company. This company should be providing reports, answering your questions, and getting a lot of work done – but do you know what an SEO company actually does? The entire process […] The post What Does an SEO Company Actually Do? appeared first on
By Jen Duke 20 Oct, 2021
The post Start Your Social Media Holiday Marketing Plan Now appeared first on
By Andy Eliason 14 Oct, 2021
The post How to Prepare Your Site Now for Holiday Shopping Traffic appeared first on
By Andy Eliason 29 Jun, 2021
The post Why Subdomains are a Bad Idea for Your Website and Blog appeared first on
By Andy Eliason 22 Jun, 2021
The post Does Your Domain Name Affect Your SEO? appeared first on
By Stephanie De Leon Patterson 25 May, 2021
The post What is a Modern SEO Specialist? appeared first on
By Sarah Snider 18 May, 2021
Spring is often associated with a fresh, new, clean start and a renewed sense of life. For many, this means out with the old and in with the new, which takes on the form of spring cleaning. While you may be thinking about spring cleaning your home or even your office space, why not think of refreshing and reviving your business’s website? The post Spring Clean Your Website appeared first on
More Posts
Share by: