In a recent post on the SEO.com blog, Dustin Williams notes that every successful search campaign starts with finding the right keywords. It's important to not rush that precious keyword research, he says, because, "the goal is not only to rank well for many search terms but to also rank well for the most-targeted, highest-converting search terms."
Here are a few tips he offers to help you find the right words:
Focus on your target audience. Study your site to find the main search term you think your target audience will use to search for your product or service.
Find related search terms. Use the Google AdWords Keyword Tool to build a list of all the possible search terms out there that are related to your main search term.
Use long-tail search terms. Long-tail search terms contain multiple words, usually including your broad, main search term as well as more specific keywords. Though long-tail search terms have a lower search volume than broad terms, they are easier to rank for and provide a higher conversion rate, Williams notes.
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