You’ve done the keyword research (or maybe you haven’t), and you’re creating content based on keywords. But somehow you’re either not getting the traffic, or you are, but it’s really not converting. Keywords are a key part of your SEO strategy – but if you’re not targeting the ‘right’ ones for Google search, you’ll run into problems.
Easy to say, but how do you know if the ones you’re targeting are the right ones? If your website isn’t ranking on Google, there are ways to check how where you’re going wrong – and things you can do if you’re not targeting the right keywords. And if that’s not what you want to spend your time doing, you probably need my SEO services.
Are you targeting the right keywords for your audience?
Are you clear on who you are trying to reach?
This is one of the first things I establish with my clients and it’s surprising how often the wrong audience is being targeted . Essentially, if your customers are not using the search terms you’re targeting, they’re not going to be visiting your website.
Your target audience will have defined characteristics and problems they are trying to solve. You’ll also know what stage of the buying process they are at. Do they just know they have a problem? Are they aware they need your product or service? Are they ready to buy? The search terms you need will differ depending on what they want to know.
Once you know who you are targeting, keyword research will help you define the best search terms to target. Often what you think your customers are searching and what they actually type in are two different things. Make sure you’re looking at your business the way your audience does. Do the research, don’t just assume it’s the same.
Do you understand the difference between informational and commercial searches?
Look at your content and the search terms you’re targeting with it. Are they mainly informational? If your service pages are targeting informational searches, the people visiting those pages will be after information, not looking to buy your services. If all your blogs and services pages are attracting people who want to do something themselves, where are the visitors who already know they need to hire someone coming from?
How to check you’re targeting the right keywords:
1. Does search intent match what you offer?
If you’re a mobile hairdresser you don’t want to use terms that someone searching for a salon experience would use, for example. Your terms should target people who know they need someone to come and cut hair in their own home.
2. Is the search volume realistic?
Very competitive searches are just that – very competitive. If you’re targeting a broad term, not only will there be a lot of competition, it’ll also be hard to know quite what people are looking for when they use it in a search. Don’t waste time or effort chasing vanity metrics.
Very low or no-volume keywords shouldn’t necessarily be discounted either. A zero-search-volume keyword just means less than 10 searches per month. If your business is very niche, these searches can be worth targeting. And if your business is very broad, are there any long-tail keywords you can target to make your audience smaller and therefore more likely to be searching for you specifically?
For example, ‘accountant’ is very broad and will have a large search volume, making it harder to rank and less likely to bring in the business you’re looking for. ‘Accountant for small engineering business’ will have a lower search volume but if your keywords and content match this term, you’re more likely to rank and get the clicks.
3. Are the results you get in a search businesses like yours?
When you search the terms you’re targeting, make sure you get results that match what you offer. If all you get is Wikipedia or directories, or huge national and international brands, you’re either targeting the wrong search intent or you’re looking at terms that are too competitive.
4. Do your keywords relate to your products and services?
Back to the hairdresser example. If you happen to be really interested in researching and using different hair products, you could be tempted to produce a lot of content based on this. This will attract people buying or researching hair products, not people looking to get their hair cut wherever you are based. There’s probably still room on your website for this content, just be mindful of how much you have and the signals it’s sending to the search engines.
5. Are your keywords and content just there to chase traffic?
If you’re not answering a query better than the content that’s already ranking, why would Google choose you instead? Content for the sake of content isn’t helping anyone.
6. Have you put your keywords in the right places?
This sounds obvious, but often you’ll find headings and meta titles and descriptions don’t contain the keywords people think they are targeting. H1s and H2s, meta titles and meta descriptions are the first things the search engines look at when working out what your page is about. Make sure you have your keywords in there – naturally. Keyword stuffing and repeating the same thing will get you nowhere.
7. Have you given it enough time?
Don’t expect overnight results. Check your pages are indexed – you won’t appear in searches if your pages are not even indexed. There are no sure things and no ‘rules’ you can work with or results you can ‘expect’. If your site already has good authority you’ll probably see SEO results faster than if you’re starting from a low base. Don’t just assume you don’t have the right keywords without making all these checks.
Signs you’re targeting the wrong keywords
- You’re ranking but not getting enquiries: this is usually a sign you’ve got keywords with the wrong intent – they’re probably informational rather than commercial.
- You’re ranking but not for the things you want to rank for: if your company has a specific interest in something you’re not offering but you talk about a lot, you’ll be ranking for the wrong things. Maybe you’re a website designer and are passionate about mental health so you produce a lot of content around this subject. However, you’ll probably be ranking more for mental health terms – and that won’t be attracting people looking for website designers.
- Your bounce rate is high: this usually means your content doesn’t ‘match’ the keywords in it that the search engines are indexing it under. People are not getting the answers they were looking for and leave. Using metaphors and ‘clever’ titles can lead to this, as can titles designed as clickbait.
- You’re just trying to outrank your competitors: if your competitors’ keywords are wrong – for any of the reasons we’ve been looking at – they won’t be working for them. That means they’re unlikely to work for you either. And if your competitors are experts in an area you don’t specialise in but you think you need to have an opinion, you’re not going to add any value. You’re just diluting your message and authority and confusing everyone.
How to sense-check your keywords
- Use Google Search Console to see what you’re already ranking for as this will show you how Google perceives your site. You’ll probably be surprised at what’s there: it can highlight all sorts of issues.
- Search for your target keywords yourself and see what’s ranking and why – and how your content matches up.
- Match your keyword phrases to specific pages and specific business goals. If they don’t fit anywhere, either you need to approach your content differently or they’re just not the right ones for your business.
- Ask yourself if a customer would use phrases you’re targeting, or whether you’re using jargon, industry- or marketing-speak no one is actually searching for.
- Think about whether you would click on your content if you had the problem you’re trying to solve.
Review your keyword strategy regularly
Just because you’ve done all the work and got the ‘right’ keywords doesn’t mean they will stay the right keywords or that you’ll continue to rank. You’ll need to monitor your progress and review your targeted keywords and strategy regularly. SEO takes time, effort, and consistency.
If you’re not sure how you’re doing with your current keyword strategy – or already know it’s not working – get in touch. I’ll do a free SEO audit of your current content and keyword strategy and find the issues that are holding you back.
