Awhile back, Google Analytics released a series of SEO videos demonstrating the powerful impact can be an everyday event everyone goes through: going to the grocery store. The concept for these videos is spot-on clever for it perfectly reflects that mundane moment where one goes to the store and has to navigate the poorly planned store layout just to find a simple item such as…milk.
As both a casual Google user and one who works with Search Engine Marketing on a daily basis, I’ve . When working on the marketing side, the challenge becomes finding the right balance of keywords to attract potential customers to your website. For the casual internet user, one just wants to find what he or she is looking for in a short amount of time. Period. End of story.
With that, I’m going to lay out and example. Say for example Mrs. Jane Doe just opened a shop selling bathroom candles. Her shop is set up, the web designer just launched her website two days ago, and she’s ready for business. The big question now for Mrs. Doe is how to market and attract customers to the candle shop website? The most common approach is setting up a Google Adwords and/or Bing Ads account (which could be discussed much further in a blog post of its own). Once an Adwords account is set up, the real fun begins: choosing keywords for users to search and see ads for Mrs. Doe’s candle shop.
Right off the bat, most people would say [candles] is the perfect keyword to attract online traffic. It’s simple, straight-to-the-point, and above all, it’s a common term everyone searches. However, and this is where I throw up the “Danger! Be Careful!” red flags, in my experience with keyword planning and execution, using a singular or plural one-worded keyword like [candles] can lead to a world of problems. Unless if you have deep pockets for Adwords spending, be prepared for keyword traffic for [candles] to spike in a hurry. And with that spike in traffic comes the end result of getting “garbage traffic” with poor conversion rates and little or no sales. Because after all, a user searching for “birthday cake candles” or “wedding candles” isn’t going to want to see ads for bathroom candles in his or her search results.
What’s the best solution for Mrs. Doe? Simplify but also specify. In Mrs. Doe’s case, using specific keywords such as [bathroom candles], [candles for bathrooms], and [best bathroom candles] will help lower expensive keyword traffic but also attract the target audience for bathroom candles. Because no one wants to be that frustrated customer failing in every attempt to find that one item in the store.
Speaking of frustrated customers, could you imagine if store checkout lines were to do this?