How to Choose Keywords
There are two types of search results: natural (or organic) and paid. Paid searches are the result of Pay-per-click advertising. Let’s imagine that you sell widgets in Fargo, South Dakota and you want to increase your natural search results. Envision yourself (or someone else) sitting in front of a computer monitor. You want to know where you can find and buy widgets in Fargo, South Dakota. What would a person enter into his favorite search engine (Google, Yahoo and MSN are the leading search engines) to help him locate widgets? Perhaps he might type “Widgets Fargo South Dakota." The words in quotes are what is known as a keyword phrase. Variations on that phrase might be “Widgets for sale in South Dakota Fargo" “Widgets Fargo SD" or “Discount Widgets Fargo South Dakota."
Oftentimes, newcomers to SEO will target keywords that are too broad, too vague or totally unrelated to the Web site’s content. For example, what if you targeted the terms South Dakota and Fargo South Dakota? Even if you managed to capture Internet traffic for these very broad keywords (and it’s doubtful since competition for general high-pulling keywords will be very stiff), the traffic you obtain will not be targeted enough. The people who are looking for information on South Dakota are not necessarily looking to buy widgets. They will be disappointed when they get to your Web site because it is not about South Dakota at all, it's about widgets.
You will benefit greatly from using online keyword tools such as Keyword Discovery, Word Tracker or Google’s free keyword tool. These tools show how many times per month / year that a particular keyword phrase was searched for, among other neat variables. You can use tools like these to get additional ideas for new keywords to target. For this article, let’s assume that “Widgets Fargo SD" has a count of 1,000 monthly searches and that “Widgets Fargo South Dakota" has a count of 10,000 monthly searches. You now have two good sets of keywords to target. If you could narrow your niche down even further – perhaps East Fargo or West Fargo – your Internet traffic will be even more targeted to customers near your store, who are interested in your products.