Keyword targeting for businesses explained

Explaining the importance and relevance of targeting keywords for your business.

To view the full sized image click the graphic or here.

keyword targeting traffic explainedThe diagram above aims to explain in simple terms the relationships between:

keywords vs traffic vs competition vs quality

To view the full sized image click the graphic or here.

Most of us are under the impression that we need large quantities of traffic in order to generate sales or enquiries via our website.

This is not necessarily the case. Search Engines are a service provider and want their users to find the correct information, something relevant, something needed, otherwise the user will simply switch to a different search engine to get the required results.

When we search we all begin in the general, usually one or two words. For the sake of an example lets choose the word “car”.

If I own a car dealership I would naturally think that I want to be in the number 1 position in the Search Engines for the word “car”. But do you really need it and will you make money, or could it actually cost you money AND reputation.

Using the diagram I can example my reasoning.

In the first blue triangle I choose 1 keyword.  Following on to the pink triangle I see that it has the highest traffic at 5. The third navy triangle immediately tells me however, that it also has the highest possible competition with 5 and the green triangle shows me that the quality of the visitor will be considered a 1, or the lowest quality.

Why is the traffic so high?
Because the word “Car” is popular and searched for by millions of people.

Why is the competition high?
Because so many different companies, manufacturers, fans, collectors or clubs want to be gaining that traffic.

Why is the quality so low?
You sell Cars. Most of these searches will not have made any concrete decisions regarding the reason for their search and may not even want to buy a car.  Also you may be restricted by real factors such as the model of the car and your geographical location. If a person does order a car will it be affordable to ship it to them and still be a competitive price or will you be wasting valuable time and effort dealing with these general enquiries only to miss the ones that are REAL sales.

So what now?

Well lets choose 4 keywords now and put them in this context:

Model  +  Type + Action + Location

Based on this and to illustrate this 4 word phrase could be:


Where the capitalised words are the important keywords in the search and words such as the, in or, but, and are irrelevant.

Looking at the triangle diagram now, in the first blue triangle we choose 4 keywords, in the second pink triangle we see that the amount of traffic is much lower, at 2. The third navy triangle shows me that the competition for this phrase is also low at 2 but the final green triangle shows me that the quality of the visitor is a high 4.

Why is the traffic so low?
The traffic is lower because the searcher has made a much more specific, refined and relevant search related to your product in your area.

Why is the competition high?
The competition is lower because of the localisation of the search.  Your will be competing with the other businesses in the same geographical location as your current location or where your business has been established. A much more manageable competition pool.

Why is the quality so high?
Again it is because you have refined your product to match the search as closely as possible. The search engines will recognise this and hence produce your page as the most relevant to the searcher.  The searcher is satisfied because they have found exactly what they are looking for and so they are much more likely to make an enquiry and much more likely to be converted into a client, producing a sale.

I have simplified this process to help illustrate the importance of researching the keywords you use in your website and also reflect the advantages of being more specific in your product descriptions and the types of service you offer within your geographical location. Of course there are always exceptions to the rule but these are few and far between.