Choosing the keywords to target on a page can be challenging. In an enterprise setting, it can be even more complex because you’re juggling:
- Multiple business units or product teams (sometimes with unique goals)
- Staff with differing levels of digital knowledge
- Legacy web content
All of the above factor into what content has the best chance at ranking organically. So how do you choose?
When deciding if a certain keyword is the right target for a particular page, ask these five questions:
1. Does this keyword fit the main theme?
- Does the keyword compliment or match the overarching theme of the page?
- Is the keyword – or a close variant – used on the page?
- Can the keyword be added to the page while maintaining the overall theme of the page?
2. Is this word used by my audience?
- Have you heard prospects or customers using this term?
- Is there a significant number of searches for this term?
- Has the term previously driven qualified traffic?
3. Does this term match user intent?
- If someone searches for this term, then lands on your page, would the page provide what they are looking for?
- Can the content be revised to meet what the searcher is looking for while maintaining the overall theme of the page?
4. Does it overlap with existing content?
- Is this term being targeted on another page of the website?
- Does this term better support content on another page?
- Does another page already rank for this keyword in search results?
5. Is this actually a new content theme?
- Is there significant unique information to warrant a new page?
- Is this topic already covered on another page of the site?
To help you remember, we’ve put together a handy infographic!
So the next time you wonder, “Should I target this keyword?” walk through these questions. Even with minimal SEO experience, you’ll be able to pick keywords with the best chance for organic search success.
Need a hand? Take a look at our SEO capabilities to see how NordicClick can help.