June 21st, 2010 by Susie

It’s true of any form of marketing that a broader range of campaign will get you more coverage. If you are running a stall at an exhibition, having two tables is going to allow you to see more people than just having one. Running an advertisement for one week won’t be as effective as running it for two. Multiplicity gives you a broader range.

The same is true of SEO. Some businesses base their search engine optimization campaigns around one set of keywords, often for just one page. This gives the campaign a very narrow focus.

Although there’s plenty of debate in almost every other area of SEO, most SEO professionals will agree that keyword research is central to the success of a good search engine optimization campaign. It’s only logical. People use many different words to describe individual concepts, and individual businesses may not be aware of the range of words their target group uses.

Once keyword research is over, it’s almost always necessary to cut down the range of keywords for the search engine optimization campaign. This will be done according to the level of competition the business wants to engage in, and the range of keywords they would like to cover. You can discuss with us at SearchEngineOptimization.co.uk the process of choosing a keyword list. Often, however, businesses cut the list down too far.

Using a small range of keywords severely limits the scope of your SEO. Think about it: how often are you satisfied with just one search on a topic? Studies have shown that most internet users use a range of keywords when researching a particular area, using small changes to narrow down the field until they find just the right site. Internet users are increasingly using this method of search even when the first list produced contains some relevant sites. It’s a case of cross-referencing being used to determine which pages are truly the most relevant. If your site only appears for one of these searches, your chances of being picked are quite small.

Your choice of keywords will be necessarily limited by the amount of time and budget you can devote to the SEO process. It is important, however, to remember that search engine optimization is a long-term thing. The keywords you choose could be with you for a long time. Almost certainly you will want the room to add more keywords as time goes on. It’s vital to keep an open mind and to keep the future in mind when you’re first planning your initial optimisation.

The search industry is getting more and more competitive as more businesses get online. Today’s SEO strategies have to be sophisticated and cunning, taking predictions of future market behaviour into account. Only in using a large number of keywords can you hope to compete. By using the keywords central to your business, as well as the ones used by your competitors, and throwing a few user terms into the mix, you’re covering all of your bases.

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