A stock's dividend yield can be a large factor in an investor's decision about whether or not to buy a stock. Logically, a higher yield means that the investor can expect to receive more income. However, there is a catch.
The dividend yield of a stock is affected by two components. The first is the amount of the dividend. All other things being equal, a stock with a $5 annual dividend will have a higher yield than one with a $3 annual dividend.
However, the other component of a stock's yield is the price at which the stock is trading. If two stocks both pay a $5 a year dividend, but one stock trades at $50 and the other trades at $25, the stock trading at $25 has a significantly higher yield. In this case, a 20% yield versus a 10% yield.
The trap that must be avoided when purchasing a dividend stock is mistaking a high yield for a high payout. A stock whose price has dropped dramatically will have a much higher dividend even if the dividend was not increased. Indeed, it is possible for a stock's yield to increase even if the dividend is cut if the price of the stock falls far enough.
To successfully invest in dividend stocks, the investor must distinguish between stocks whose yield is high due to a high dividend, and those whose yield is high due to a depressed stock price.
The latter can provide a fantastic buying opportunity provided the low stock price is either a poor reflection of the company's prospects, for example, when an entire sector has had its prices driven down regardless of quality, or if the low price is an event from which the company will eventually recover.
To provide a great investment return, a high-yielding dividend stock need not increase in value. A stock trading an all time low of $10 per share while paying a $2 dividend yields 20% per year even if the stock never increases in value. In fact, so long as the company continues to pay the same dividend, the investor can still realize a great return even if the stock price is cut in half, so long as the investor has no need to sell the stock.