Revisiting SEO keyword choices
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We've all seen the suggestions that keyword choices are key to SEO success, the question is why. Hopefully we can shed some light on this topic in order to help you understand the value of proper keyword selection for your online adventure.
"Keywords" as a definition are simply a word or series of words (keyword phrase / long-tail keyword phrase) with which you have chosen to attempt ranking for based on search volume in search engines.
When choosing a keyword, et al., we as humans expect that we already know the best search terms for our product. This preconception becomes a challenge however when we think of simple human choices. "you want hot dogs for lunch, while your buddy wants polish hot dogs and his friend wants wieners". The preceding concept just goes to show you that although your all talking about a similar product, none of you look at the same concept the same way.
Keyword optimization is an effort to formalize the best overall keyword choices to attract the most traffic. Using the above keywords, we find traffic for each vary drastically.
Hot Dog receives 2,714,000 global monthly searches
Polish Hot Dog receives only 880 global monthly searches
Wiener receives a cool 2,740,000 global monthly searches
..note "weiner" receives 1,000,000 (you can't forget that not everyone can spell)
As you can see, if your using the keyword 'hot dog" and it's variations (hot dogs, hotdog, etc) you would receive a lot more traffic if you ranked well than you would using "polish hot dog" and it's variations. There is however a caveat involved with this process. Ranking for Polish Hot Dog would no doubt be much easier than would ranking for Hot Dog. As you've done your research into the value of the keyword phrase as it relates to traffic, so have your competitors. Unseating well known long term companies such as Oscar Mayer may in fact be very expensive, which is where your ROI should be considered.
If anything should be taken away from this little scenario, it should be that humans all think differently and that relates directly to their search habits. Assuming that others search something because it is what you would do in their shoes is a pitfall we all need to avoid. While researching the keyword values and potential client coverage is essential, knowing when to chose the premium keyword, and when to chose a keyword you can actually rank for without going bankrupt are also key.
To finalize this article, lets talk about costs for a moment. People often ask in forums and other social media environments why SEO costs so much. I'd like to take this opportunity to say that SEO is relevant to what you are trying to achieve. In an environment where you are not being challenged much from your competitors, your costs should be fairly minimal. While in a highly competitive market, you may be paying for thousands of articles, demographic research, social media activities, video production for the web, advertising in online trade, etc. The choices made should realistically be made based on intended ROI, rather than expected value. Well honed related keywords that can be achieved with the best combination of cost vs ROI are always your best bet. Once you've established a place for yourself, then attack those higher value keywords when you have the budget and experience behind you.
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