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Considering a Company’s Objectives When Choosing Search Engine Keywords

SEMrush Blog
Considering a Company’s Objectives When Choosing Search Engine Keywords

Eat Up the Competition!

We all know that in the land of internet marketing, content is king. We have heard this phrase a gazillion times or more, but I have my qualms about this opinion, because for starters, I find it to be a bit misleading because even a king needs to spread his decree in order for all to hear. And how will you do that, I hear? Well, the answer is simple and sometimes not so simple, depending on who’s asking.

What is a Keyword Search?

Keywords are the most important element in a search engine result. Carrying out a keyword search basically gets you found in your business neighborhood. They are what search strings are matched against, which makes choosing the right keywords a crucial step in succeeding in any online business.

Search Engine Optimization Keywords:

I get it, choosing the killer keywords may sound like chicken feed to the well established SEO ninjas, but what about the small guys, like Joe the plumber. What do they do? We all agree that keywords are very important, not only in quantity but in quality as well. By focusing on the objectives of a company, an SEO can come up with bot-friendly keywords for search engines.

Other companies that have a higher page rank have their own customer threshold, so by having a goal in mind and using advanced filtering options, you can get the keywords that you should be targeting for the search engine optimization keywords. These are the common tips that most companies use for determining search engine keywords.

Bounce Rate and Time on Site:

One of the most common questions you will hear while discussing site reports is: how to lower bounce rate? A bounce rate is a simple metric that allows a person to view how much of the audience exits a landing page (that is the visitors who have just viewed one page). Lowering the bounce rate is critical for businesses in order to make people spend more time browsing the site. This also depends on the quality of the content and the search engine keywords that have been used.

Quality vs. Quantity:

By simply stuffing a page with every single keyword you can think of will not necessarily transform into a higher volume of clicks. On the contrary, you are most likely to end up with poor quality content that will not only reflect badly on the search engine results, but will also have a negative impact on your business.

Furthermore, websites often find themselves getting penalized by search engines if they think someone is trying to cheat the system. If a business really wants to climb up the ranks on the search engine results page, they will have to think in the same way as their customer. For instance, if you are selling paint in Texas, using the search engine keyword ‘paint’ just won’t do. Instead, try something that the potential customer might use like ‘waterproof house paint in Texas’ or ‘quality house paints in Texas.’ These are keywords that a person interested in buying paints will most probably use.

Competitor Research:

While researching about a competitor, it is good to focus on the keywords that they use. When you start looking at a company’s keyword backlinks, it will give you an idea of what backlinks you could also get for a specific product or service. These opportunities lie in the resource pages, which also include additional competitors for a specific keyword.

Beating the Competition:

Ask any businessman or the SEO of a company who their biggest competitors are, and they will most probably give you the names of at least five other businesses in their field. If you want to beat the competition, keep in mind that all your competitors are using SEO on their websites too and it is possible that some of those competitors have deeper pockets than you do. In this case, trying to compete for single keywords for search engines is hopeless. Instead, try and look for long tail keywords or keyword phrases that closely match what your target market wants. This will give you the competitive edge in your area of business.


It’s obvious that a majority of people click on the first five search results on a search engine’s page. By using the proper process of tracking, combining and evaluating data, you will be able to get the best keywords for search engines that will result into higher traffic for your website. This was not a lot to type, but hope it proves to be useful to somebody.

SEMrush Blog

SEMrush employee.

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