Paul Kelley got his start in digital marketing in 2003, working in the then fledgling SEM industry. Since then he’s worked at the largest advertising agencies on the planet, across a variety of Fortune 500 brands. Providing in depth expertise on data driven marketing.
The first step to develop an SEO strategy is to pick relevant keywords for your landing page. This week, Paul Kelley gives a basic introduction (intended for someone new to the space) about picking terms for search.
Your landing page is your launching point, as the terms your pick must accurately reflect the content on that page. Now, there are two reasons for this: first, integrity is a major factor in determining page rank. If the terms do not match the content on this page, it will lack integrity. However, more importantly, it provides a sound customer experience. A person looking for pickles would be thrilled to land on this page; but if somebody was looking for sandwiches, they’d be disappointed. Pickles may be an integral part of a deli sandwich, but this page doesn’t address sandwiches at all.Modern search engines are looking for clean and concise pages. If a page cannot be defined easily, you must re-think your design. However, if you were following good design principles, this should be easy – determine the major theme of the page, and pick 1-5 terms that best describe it. In SEO, less is more; adding more terms actually diminishes the value of each subsequent term. Choose only what is necessary. For this particular example, I wold focus on the fact that this is a “New York Deli Pickle”, and I would make 1-5 variations of that specific theme: “New York Pickles”, “Deli Pickles”, “New York Deli Pickles”. I would probably choose those 3, and those would be my marquee terms for organic search on this page.Now, paid search is different. In a page search campaign, a broader set of terms will give you more granular data and better optimization choices; add as many variations as you can think of. Right her is an example of that: take a simple term, like “New York Deli Pickles”, and break out any kind of variation you could potentially think of – plurals, misspellings, abbreviations. When it comes to paid search, more is better. It doesn’t matter how many terms you have, and in fact the more terms, the better.To recap, – Pick a smart landing page and using it as a starting point. – Only choose terms that accurately reflect the page. – Less is more in SEO, so choose your terms wisely. – But get granular and create a broad set of terms for paid search.