Phew!  You’ve been gathering, measuring and testing keywords like crazy.  At last the end is in sight.  It’s time to start choosing some targets.  But like all things keywords, you need to have your wits about you.

Remember, the keywords and key phrases you choose will become search engine traffic magnets.  It’s important to visitors that they get what’s expected when arriving at your website or blog.  And that makes context very important indeed.

Let me give you an example.  Here in Australia, there’s a brand of beer brewed by Castlemaine Perkins in Queensland.  It’s called XXXX (Four Ex).  Now apparently a visiting American was surprised to hear a radio ad with the usual XXXX jingle (at the time) “I can feel a four ex coming on”.  Because in the USA XXXX is a brand of condom.  That’s context and it can make or break your keyword selection.

Finding true meaning (keyword Zen)

Naturally, you want to take advantage of strong keywords with higher traffic and weaker competition.  But before you put them in the ‘must have’ basket, take the time to do a few online searches yourself.  The results might surprise you.

In the case of one SEO web content job I completed, the service included securing compensation for property compulsorily acquired for government and infrastructure projects like roads.  Compensation looked like a really strong keyword contender.  Until some check searching revealed most sites discussing the subject were about traffic accident injuries.  So it was possible that targeting that keyword alone would cause visitors confusion.

Now, all of this doesn’t necessarily rub out using the compensation keyword.  What I did need to achieve though was some context.  To do that, it’s critical to be certain about core business offering(s).  That way you can build an SEO keyword story.

Quality over quantity

I usually recommend choosing at least one or two keywords for every website page.  So 20 if your site is 10 pages, 10 if your site is 5 pages.  Not all those SEO targets will get a big outing so you need to nominate:

• Primary keyword targets
• Secondary keyword targets

Primary targets should always be your core business offering.  And it’s helpful to have a site-wide winner as well.  For example, an accountant may choose tax accountant or business accountant as their global target.  Core business offering keywords could include tax return, accounting firm etc.

Secondary targets are for adding context.  In the case of our accountant, terms like small business or tax planning add context the primary keyword targets don’t project.  From these secondary targets, we get the idea our accountant works a lot with small businesses and helps them plan for tax.

Once you’ve taken your pick of SEO keywords and key phrases, it’s time to get strategic.

Oh, a final note on that keyword list.  Keep it.  It’s a fabulous search and strength indicator you can still use to weave high performance keywords and key phrases into your web content.

3 take away tips

1. The keywords you choose create a website traffic magnet.
2. Take care to avoid confusion with other products and services.
3. Pick core business main keywords and extra phrases for context.