One of the biggest mistakes people make is wanting to use every keyword they can think of because they want to make sure they appear in every possible search result. Or, they want to target the broadest and most generic term possible, but the problem with this is that those words will also be the most competitive.
You might think that’s a good thing because those words will bring the most traffic, but you’d be wrong. Due to the vast number of websites chasing those keyword rankings, you’re unlikely to get fast results, which means you won’t get much traffic. It’s far better to target less competitive words first because you’ll see results much faster (your rankings for the other words will come in time).
Another issue is that people view their website as their Home Page and therefore cram that page with every keyword they can thing of.
To illustrate why that’s a bad idea let’s take a look at the example of a retailer that specialises in silver jewelry. Their keyword list may look something like:
- Silver jewelry
- Silver jewelry suppliers Norfolk
- Silver jewelry gifts
- Gifts in silver London
- Silver necklace
- Silver bracelet
If you tried to cram every one of those phrases into their Home Page it would become nonsense and wouldn’t instil confidence in anyone to buy form them.
That’s why you have more than one page on your website.
Google indexed web pages not websites. That means every page is ranked in its own right, which is why each product you sell should have its own page. You can then use the keywords for that product only, increasing your chances of being found for it in the search results.
The keywords will also be shown on your home page because they’ll be used for navigation. So in the example above, the jewelry retailer will have separate pages for silver necklace, silver bracelet etc.