At the start of any SEO campaign selecting the right keywords is the most important step. If you choose the wrong keywords, you simply won’t succeed with your campaign.
When selecting campaign keywords you need to consider: What, where, how and why.
- What is my main sales proposition?
- Where am I located in Google and the country?
- How good is my current website and how much history do I have?
- Why am I considering optimising for that keyword?
.Ideally you would start with a targeted keyword that is exactly what you do, what you offer and where you are located, for example if you were a “luxury hotel in Devon” that also offered spa treatments you might consider “luxury hotel in Devon with spa”.
Your first step would be to establish what the potential traffic of this keyword is. To complete this action go to the Google keyword suggestion tool.
If the above keyword had limited to no search volume, then is it worth optimising? Arguably yes, you want to show for exactly what you are, treat it almost as your brand keyword, that with good content and a well structured website you should appear in the SERP (Search Engine Results Pages) with minimum effort. Yes, it will have a low click level, but your conversion should be a lot higher the average.
In using the tool, “country house hotel in Devon” was a search suggestion with a search volume of 250 per month and when placed on exact match it had 140 ASV (Average Search Volume). This keyword should be another to consider, but it’s not going to Wow. Therefore, you need to look at more generic keywords.
Consider looking at generic searches, for example, “Devon Hotel”, “Devon Hotels”, “Country House Hotel”, “North Devon Hotel”, complete a Google search and find if you already have a ranking in the top 100. This is a simple task by simply changing your settings to 100 and using the control F function.
If you find your website ranks for “Hotel in Devon” in 63rd position with no optimsation this keyword would be a good starting point for any SEO campaign. The hardest challenge is always to get a website to rank within the top 100 places, if you are already there, you have an advantage.
Finally, review the competition ahead of you, identify your main competitors and set SMART objectives.