Bretts Marketing Bytes

Keywords are at the heart of every SEO campaign. But what most people do not realize is how important their keywords choices are. Most people think that broad terms are the way to go, but niche targeted terms is where it’s at.

The idea is that niche targeted keywords will produce less traffic than broad terms, but will bring in more quality traffic, hence producing more conversions.  Below are a few examples that will help you identify niche targeted keywords.

Broad terms are for shoppers and niche terms are for buyers

1. Let’s say we have a company who makes Liquid Absorbers for Hazardous waste spills. The first broad keyword term that comes to mind is  Liquid Absorbers. This is a very broad term that could mean anything. Who knows what the searcher is looking for? A better term to target would be Hazardous waste liquid absorbers. This is a better term and will result in more conversions.
2. Let’s do another one. This time we will add a geo target. This website will help families find a nanny. The first keyword that comes to mind is the broadest term, find a nanny. But usually when someone is looking for a nanny they are in a geographic location. Let’s just say that our nanny searcher is in Boston. A better keyword to target would be find a nanny Boston. Pretty simple right?
3. Okay, one more. This time we have a website that caters to the tourist region of Niagara Falls USA.  Of course the broad term would be Niagara Falls, but a better and more niche term would be things to do in Niagara Falls. This  keyword is more relevant to the tourism industry and will produce more conversions on this site.

Summary: The whole idea is that broad keyword terms will produce a lot of traffic to your site, but niche keywords will bring in more conversions.  I hope this helps you identify the proper keywords to use in your SEO campaigns.

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