Search engine optimisation seeks to make a particular web page rank higher in the search engine results pages for specific keywords.

The high-ranking pages are those that attract more traffic compared with the low-ranking pages for the same keywords.  Viewers typically click among the first five search results. Therefore, the goal of your website is to secure a spot among the top five and stick to it.

Statistically, generic keywords return the highest number of searches. However, with the high number of searches comes a huge number of competitors’ websites.  In the end, having a keyword with the highest search returns is also the least productive, sacrificing the company’s return of investment.

Niche Keywords result in Higher Conversions
A niche keyword is a specific, highly targeted keyword meant for a specific market. Niche keywords generate less traffic. However, the visits they generate create more visitors that are of lifetime value. The Pareto Principle, or the 20-80 principle, explains that the 20% of customers who become loyal will give your business 80% of its profits. The same principle applies to the use of niche keywords. The visitors they bring in typically end up being the most active segment, attracting conversation value to your site.

Research is Key to finding Niche Keywords
Investing time in keyword research can identify relevant and less competitive keywords. Finding the keyword can shorten the time typically required to rank well. Targeted keywords attract targeted customers who want exactly the information found in specific sites. These targeted customers are the best visitors a site can ever have because the niche keyword has already made the perfect match between them and the site. This connection creates opportunities for word of mouth as the perfect visitor raves about the site he found to his peers.

Know Your Target Market
It is also important to have enough research on competitive keywords related to your site. This will give you an idea which keywords to avoid. It is also helpful to know how the general market refers to your brand or product, and how they don’t refer to you. Knowing how your target market relates to your brand compared with non-targets will give you a better balance of things to consider when finally choosing your keywords.

Target Keyword Pages Individually
Although consumed as a whole by visitors, you should treat each site page individually in terms of online marketing. The consumer goes through different stages before final purchase, and they go through stages as well when visiting websites. The most detailed page will mean more to those who are ready to purchase, while overview pages could be made to better attract your target market.

Keep Updated on Keyword Trends
After determining your keyword, it is important to keep abreast with the changes in your target market’s behavior. At any point, they could begin using new terms to refer to your products. You have to be sharp so that you can tweak the site to keep up and stay relevant to your target. The content should always converse with your target, such that the key words are incorporated naturally in the texts.