FEATURED ARTICLE — May 18th, 2018
When you say SEO, you automatically think of keywords. Almost every client that contacts my agency, Idunn, to help them with SEO content writing has a huge list of keywords that they want to rank for.
But there are two big problems with such lists: they are usually both useless and nearly impossible to rank for.
Allow me to explain.
I strongly believe that organic traffic is not a goal in itself. It’s a vanity metric. The actual goal is to generate sales. Organic traffic may boost your ego, but it won’t pay the bills.
However, when you choose the right keywords, you can generate sales through SEO.
Let’s say that you have a bakery. You bake the most amazing chocolate cake. Of course, you want as many people to learn about it, to visit your website and to buy it.
What should you optimize your content for? If you said “chocolate cake”, read on.
User intent – the cornerstone of any successful SEO endeavor
Ask yourself this: what does a user who searches for “chocolate cake” really need? Do they want a recipe? Do they want to buy one? Do they want to simply look at what their diet doesn’t allow them to eat?
And there is your problem with broad, generic keywords.
They are not rooted in user intent.
The rise of mobile search and voice-assisted search has taught users that specific queries bring specific results. So, if they want to bake a chocolate cake, they will search for “how to make a chocolate cake from scratch” or “chocolate cake recipe”.
Those who want to buy a cake will search for “best bakery near me” or “best chocolate cake in Tampa Bay”.
Simple queries may bring traffic. However, in competitive industries, this traffic will cost you an arm and...