For clarity’s sake, there can be many steps and methods and variations in selecting a keyword to rank a website for. In this article, however, we narrowed it down to the three main things we look for when choosing the most profitable keyword.
A note about keyword strategy (or what we do), is we choose one MAIN keyword at a time to rank a website for. We choose multiple (around 20) related keywords to rank for, but we put most of our labor into that main one. And then, apart from the MAIN keyword and the 20 others, we produce content for the website that we think is useful and we try not to plan the keywords too much, because we want to rank for longtail stuff that we didn’t originally consider. The nice thing is, if you’re dedicated to giving useful content, you’ll naturally begin ranking for relevant keywords. (Most of the time, anyway).
But how do you pick that one keyword?
1. What is the business about? What does the business want the most?
If the business you’re working for is a Contractor License School, for example, that sells products online but would rather rank locally for their local classes you wouldn’t rank them up for words relating to their online products (at least not at first).
This step is simple—just ask your clients or your boss what they’re most interested in ranking for to begin with. Ask them what they consider their main service(s) to be.
2. Now that you know what the business wants, you need to research keywords relating to their wants. Keywords that are relatively easy to rank for. AND targeted keywords.
We have an Eye Care client who does eye exams, sells glasses and contact lenses. They have a variety of services. The keyword research we did for them involved looking into many words that had to do with their business.
We found there were some good “eye care” words. But then we thought, is someone looking for an eye exam or glasses typing in “eye care” or “eye exam.” People are typing in both. But it’s our thought that two different kinds of people are typing in both. It’s more likely that people (targeted clicks) who want an eye exam are typing in “eye exam.”
Simple as that. Just think about it.
3. Finally, talk to your client or boss about their business. How many walk-ins do they get from the internet? How many sales do they get from the internet? How many calls do they get from the internet? Compare this with Google Webmaster Tools and Analytics.
This is a great and invaluable technique.
Let’s say you take over a client who is getting 100 clicks a month from the search engines and are reaping 10 jobs a month from those 100 clicks. If you choose a targeted keyword to rank for and do your research you can tell them things like—once we rank you for this particular keyword you will receive an additional 100 clicks. (You can find out information like this by using Keyword Research tools).
And with that figure, you can guess they might get somewhere around 10 additional jobs a month from the internet. You would be doubling their business!
It’s truly as simple as that.
We’ve done this many times. We determine a great keyword and painstakingly rank it (and several other related words) to the front page. We see the clicks rise in accordance with our original keyword research, and business improves for our clients.
And those are the three basic steps in choosing a profitable keyword.