Search engine optimization services have long focused on the importance of keywords in improving Google search rankings and in increasing the flow of relevant traffic to a website. However, weak keyword strategies can actually compromise search rankings and lower conversion rates.

1. The Four Best Keyword Strategies for Your SEO Campaign
Search engine optimization services have long focused on the importance of keywords in improving
Google search rankings and in increasing the flow of relevant traffic to a website. However, weak
keyword strategies can actually compromise search rankings and lower conversion rates.
You can only maximize the impact of your SEO campaign by using keyword strategies that have
proven to be effective. Following are a few of the best strategies for selecting and utilizing keywords.
Avoid short, generic keywords.
A common mistake made by website owners is optimizing their sites for short, generic keywords.
These keywords are appealing primarily because they are frequently searched and deliver high levels
of traffic to a web page. However, these keywords also come with an extremely high level of
competition. The number of web pages utilizing any one of these keywords can be in the millions or
tens of millions. Achieving a high ranking using these keywords is, therefore, very, very difficult.
Second, these keywords lower your chances of attracting visitors who want your specific products or
services, leading to a low conversion rate. The right SEO company in Austin should be able to steer
you away from these bland and unproductive keywords and toward search terms that will attract the
right kind of visitors to your site.
Choose long tail keywords.
The most effective keywords are called long tail keywords. These search terms are longer and more
specific than generic keywords. They also tend to be more conversational, and, therefore, more likely
to be used by people who are conducting their searches verbally through voice-activated mobile
phone programs.

2. The most successful long tail keywords strike a favorable balance between their competitiveness and
the frequency with which they are searched. For instance, these keywords tend to be searched fairly
often, but to have low rates of competition. One way to determine how a keyword's search frequency
and competitiveness relate is to consult its Keyword Competitive Index (KCI), which is the number of
searches conducted every year for the term divided by the number of search engine results. The
higher the KCI, the better the keyword is for use in your website. The right SEO services in Austin
should be able to help you research the best long tail keywords for your business.
Because long tail keywords are searched less frequently than are more generic terms, they may drive
less traffic to your site. However, in terms of effectiveness, they outperform shorter terms. For instance,
they tend to improve your Google search rankings, because the decreased competition for these
terms makes it easier for your web pages to stand out. They also tend to improve conversion rates.
Because they are more specific, the visitors who come to your site through them are more likely to be
looking for the exact products and services you offer. As a result, the decreased traffic is offset by
more relevant traffic and improved visibility on Google.
Choose relevant keywords.
Choosing long tail keywords is only part of an effective keyword strategy. Another essential aspect is
to choose search terms that relate to your business. Visitors who find your website through keywords
that do not relate to what you actually offer will be highly unlikely to remain on your site or become
your customers.

3. In addition, Google tends to rank web pages based not only on the keywords contained in those pages
but also on how relevant the surrounding content is to those keywords.
As a result, it is important to choose keywords that relate to what you actually offer consumers. In
order to do so, you should understand both your specific business and the market in which it resides.
Limit your keyword research to your market, and choose long tail keywords that accurately describe
your products and services within that market. When you do so, visitors who land on your web pages
will be far more likely to stay on your site and convert into paying customers. An experienced Austin
online marketing company should be able to help you navigate the process of selecting the most
relevant long tail keywords.
Map keywords to specific landing pages.
One way to ensure the relevancy of the keywords you use is to optimize each landing page on your
site for a certain keyword or set of keywords that relate to the content on that page. For instance, if
you sell mobile phones, you would make sure that any search terms related to specific mobile phones
sent the visitor to the relevant product pages. A web development company in Austin may be able to
assist you in optimizing your landing pages for the keywords that most relate to them.
Your keyword research may reveal a need to create more landing pages to accommodate those
keywords. For instance, if you choose a keyword that seems relevant and promises to yield strong
results, but does not fit naturally into any of your current web pages, you may need to create a new
landing page that is optimized for that search term. By doing so, you improve your chances that
visitors will remain on your website, because they will find relevant content to support the search term
that attracted them in the first place. You will also lower bounce rates from visitors who come to your
site and leave again because they did not find what they wanted.

4. Pursuing the best keyword strategies aids in creating an effective SEO campaign. By avoiding short,
generic keywords; using web marketing services that support you in choosing long tail, relevant
keywords, and mapping those keywords to specific landing pages, you will create a more effective
SEO campaign.
WEBii.net is a 19 year old website development company in Austin, TX. We specialize in creating
custom websites, e-commerce sites, and SEO marketing campaigns for businesses and non-profits in
Austin and across the country. If you are considering a new website or want to improve your current
site’s visibility in search engines, contact WEBii today.