for archive) In this article, we presented several compelling 3rd party statistics suggesting that search engine placement remains by far most powerful method for driving large amounts of targeted traffic to your web site.
As a result of this article, we received lots of great feedback, and many pertinent questions. But when dust settled, one topic rose to top of list and seemed to cause a great deal of confusion and mystery:
"Why is keyword selection so important and how do I select best keywords for my site?"
Let's break this down into bite-sized pieces and clear up mystery, by answering our most frequently asked questions regarding keyword selection:
"What's difference between a keyword and a keyword phrase? And which should I use?"
Put simply, a keyword is a single word such as "Maui." While a keyword phrase is a more descriptive string of two or more words such as "Maui vacations." Your specific approach to keyword selection will vary, depending on your industry. For certain niche markets, single words can be a good strategy (as long as they are specific to your product or service). But regardless of your industry...
Well-researched keyword phrases will attract quality, targeted visitors to your website who *specifically* want what you are selling.
Let's assume you sell Maui vacations, and your website is listed at top of search results for keywords "Maui" and "Maui vacations." Let's look at characteristics of two groups of visitors you'd attract.
Those who perform a search on "Maui" are searching for a wide variety of topics. Such as Maui's history and culture, snorkeling, botanic gardens, hiking trails, sailing, golfing, and yes - some will be looking for Maui vacations. But only a small percentage of people who perform a search on keyword "Maui" are qualified prospect for your vacation packages.
Now think about prospects who find you by searching for "Maui vacations." Every prospect who performs this search is a qualified prospect for you. And by getting a top ranking with this more descriptive keyword phrase, you attract people who are more likely to become paying customers!
You see, someone who wants to take a vacation to Maui is not likely to search for "Maui." They're not going to search for "Vacations." And they're not going to search for "Hawaii" either. They're much more likely to enter a keyword phrase like "Maui vacations."