14 Oct The Biggest Keyword SEO Mistake Most Companies Make
Recently I was asked to do a keyword audit of a company’s website. What prompted their request was even though their new company website had launched approximately a year ago, it still wasn’t ranking very well for their keywords. In fact, for some of their keywords, their website wasn’t showing up in the Google search results at all. To make matters worse, their competition’s website was.
They gave me a list
To assist me with conducting my audit the company supplied me with a list of the 12 keyword phrases they were targeting. When I received it, my first question was, “How did you come up with these keywords?” Their answer? They met in their boardroom and brainstormed. This wasn’t a bad thing. In fact, it’s a great way to get the ball rolling. But here’s where they made the biggest keyword SEO mistake most companies make; they didn’t take it one step further. They should have done keyword research to see whether the keywords they thought their target audience was using, actually were the keywords being used when a search was conducted on Google. Here’s why.
Check out what I discovered…
…when I inputted each one of the keyword phrases from their list into the keyword research tool.
- 1 keyword phrase was used as a search term 210 times a month (they earn a gold star for this one)
- 1 keyword phrase was used as a search terms 20 times a month
- 6 keyword phrases were used as search terms 10 times or less a month
- 4 keyword phrases were used as search terms 0 times a month (yikes)
As you can see, 11 out of 12 keyword phrases from their list were barely being used as search terms by their target audience and, in fact, four of their search terms weren’t being used at all. No wonder this company’s website wasn’t showing up in the Google search results.
…if you want your website to get found on Google, you need to incorporate the keywords your target audience is using when they search for the types of products or services you offer. The only way to confirm what those terms are is by conducting keyword research first.
Photo credit: Jinx!