If I could give you only one piece of advice in SEO, it would be to find and set the precise topic of your website. I find this is an all or nothing aspect of search engine optimization. My tip #1 is the first step I think everyone should take.
If you name and set your website topic correctly, you can still rank even with rather scrappy content. On the other hand, ignore this step and even if you are #1 in your market this will not be reflected in the search results.
Many SEO experts still focus primarily on technical aspects, which is important. However they forget to mention this key element – setting your website’s topic.
The topic of your website, when talking about Search Engine Optimization, is those 2 or 3 keywords that have real search traffic and describe completely and clearly what your site is about.
It is important when you choose your topic keywords that they are not keywords you want to rank for, but are keywords you can rank for. They may or may not be your most important keywords. Their importance lies in the fact that they make the goals of your site clear to all 3 participants of the game: for you, for Google, and for the visitor.
These 2-3 keywords should be so clear that just by telling them to someone they would instantly know what kind of information your website carries.
This is why I usually find it even more helpful to include some very high search volume keywords that you might not even want to rank for, see my examples below.
Let’s say you want to start a website targeting personal trainers in the US. Once you do quick research, you’ll discover that there are at least a dozen different subtopics under the same main topic.
All these fall under the main topic of personal trainers, yet they imply rather different content.
Your friend here should be the free Google AdWords Keyword Planner. I know there are plenty of other keyword research tools, but you want to find high volume and somewhat generic keywords, so I find this is the best tool for the situation.
Simply log into your Google AdWords account, go to Tools » Keyword Planner, and select Search for new keywords … Enter your ideas and hit Get ideas.
Start playing with different keywords. Try to think about what should best describe your website. If you have a real life business, ask your friends and customers this simple question: “What would you say my business is about?“
Play with the words and keywords. Try plural and singular, more specific and less specific keywords.
Following the example above, these keywords could be a good idea for the different types of personal training websites, as topic keywords:
Please observe that just by looking at the keywords above, you can be 100% sure what that specific site is about.
I’ve seen so many businesses struggle in Google just because they forgot to clarify their topic.
You might think this is simple, but sometimes it makes a huge difference to find and set the right keywords. I repeat, not because you’ll start to rank for those difficult keywords, but because you make your website topic clear.
This is a screenshot of one of my customers’ results in the search results. They achieved 410% increase in the number of visitors from search engines in just 2 weeks after clarifying the topic (first arrow). The second arrow shows when they started targeting other keywords with articles, see in a future post.
So please go ahead and start using Google AdWords Keyword Planner now and find the best 2-3 keywords that describe your site!
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