Five Tips for Choosing Keywords

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No. 2: Ultimate Goal

The goal of the site is also important when choosing targeted keywords. Site goals can range from shopping conversions to increasing brand awareness, and the keywords you choose should be based on the goals of your particular site. For example, while an e-commerce site may wish to focus on keywords pertaining to conversions or purchases, a resource site should have keywords that are more informational in nature.

Understanding and selecting keywords based on this distinction is significant because prospective buyers will use very different search terms than, for example, students searching for research topics. In any case, it is vital to keep your goal in mind when building out your site.
No. 3: Target Audience

Effectively reaching your target audience, is another motivating force behind meticulous keyword research. Ultimately, your keywords draw people to your site and, with careful keyword selection, you can make a huge difference in the type of visitors you attract. For example, a B2B (business-to-business) site may use industry jargon to appeal to other businesses in the industry. Likewise, a B2C (business-to-consumer) company may be best served utilizing layman's terms when referring to its products or services...

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