When a searcher types something into a search box, that search engine needs to figure out what they are really looking for. So they will analyse the “search expression” and may modify it for the purposes of searching. For instance the words like to, in ,on, and etc. are meaningless in search. These are generally removed . They are known a stop words.
So typing in “ Looking for a holiday in Amsterdam” may be reduced to “Holiday Amsterdam”.
When searching the indexes the SE may find various results like
Holiday in Amsterdam
My best holiday ever was in Amsterdam
You can get Cheap Holidays in Amsterdam
These may all be valid pages to display in the SERPs
So if you want to optimize your web pages it is best to do this for specific keyword (things searchers may be looking for and typing in the SE).
Generally a web page will target a specific keyword. Over time you may target more than one keyword but generally you start with one primary keyword. By keyword I mean any key word or phrase.
It’s important to ensure a few things.
Make sure your page content is relevant to your keyword. In fact it should give the searcher exactly what he is looking for. If not he will quickly move on to another site that will give him what he wants. This is know as targeting. It means you target the right keywords and deliver the right content. That means happy engaged site visitor and improved conversions as well as probably improved search rankings.
Make sure your keyword is the right type?
OK. Searchers may want different things or different outcomes. One may want to know something like how high is Mt Everest? These are info seekers.
Some may want to buy something. These are buyers
There are more options but lets’ just stick with these two to understand the importance.
If you target a keyword like “Mount Everest The Highest Mountain”. Let’s say your SEO is fantastic and you have hit Page One Of Google for that search and you are getting 275 people a day to your web site.
This is an informational keyword and searchers are looking for information. They are not looking to buy anything. So, no matter how you monetize, your total revenue will be around ZERO.
OK, lets look at an alternative keyword “Mount Everest Super Grip Crampons” (yes I’m making this up).
This is a buyers keyword. People looking for a specific product have already decided to buy. They are either looking for comparisons of similar products or possibly a discounted price, but they are looking to buy. So if your site sells Mount Everest Super Grip Crampons at a good price the you are very likely to be making sales.
Note also the long tail keywords (those will multiple words in) are far more likely to end in a sale or conversion than short tail (or head) keywords. This is because they are more targeted.
Look at this example to explain why.
100,000 searches – Cadillac = Short Tail (head) keyword
10, 000 searches – Blue Cadillac = longer tail keyword
1000 searches – Blue Cadillac Deville = even longer tail
100 Searches – 1959 Blue Cadillac Deville For Sale = even, even longer tail
Although Cadillac may have a huge amount of searches you have no idea what the searcher is looking for. Therefore your conversions will be extremely low. Also it will be very hard to rank for that keywords as the shorter the tail the more competition you will have.
Blue Cadillac is a bit more targeted but still very broad and will have poor conversions.
Blue Cadillac Deville, now we are talking. Well targeted, very specific you will start to improved conversions for sure
1959 Blue Cadillac Deville For Sale. No mistaking the intentions here. Searches and you know exactly what they want. Give it to them and your conversions will sky-rocket. Traffic may be low but the conversions will be so much higher it will likely be the most profitable keyword from the list above.