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| Common mistakes in keyword selection |
Common mistakes in keyword selection
Most people approach SEO with a preconception – or prejudice – about what their best keywords are. They are normally either wholly or partly wrong. This is good for you because you are armed with this book.
Most people approach SEO with a preconception – or prejudice – about what their best keywords are. They are normally either wholly or partly wrong. This is good for you because you are armed with this book.
There are five key mistakes to avoid when selecting keywords:
1 Many of my customers first approach me with the sole objective of ranking number one on Google for the name of their business.
Please don’t misunderstand me, I am not saying that this isn’t important. If someone you met at a party or in the street could remember your business name and wanted to use Google to find your site, you should certainly ensure that you appear in the top five. However, your business name is very easy to optimize for and only likely ever to yield traffic from people you have already met or who have heard of your business through a word-of-mouth referral. The real power of a search engine is its ability to deliver quality leads from people who have never heard of your business before. As such, ranking number one for your business name, while it’s an important foundation, is really only of secondary importance in the race to achieve good rankings on the web.
1 Many of my customers first approach me with the sole objective of ranking number one on Google for the name of their business.
Please don’t misunderstand me, I am not saying that this isn’t important. If someone you met at a party or in the street could remember your business name and wanted to use Google to find your site, you should certainly ensure that you appear in the top five. However, your business name is very easy to optimize for and only likely ever to yield traffic from people you have already met or who have heard of your business through a word-of-mouth referral. The real power of a search engine is its ability to deliver quality leads from people who have never heard of your business before. As such, ranking number one for your business name, while it’s an important foundation, is really only of secondary importance in the race to achieve good rankings on the web.
