Keywords: Never Choose Based SOLELY On Volume
You want to choose keywords that are most likely at the point of purchase and not based on the total number of searches. For example, imagine I am starting a shoe store in Nashville, TN. When I go to Adwords and begin my research, I see the keyword “shoes” has hundreds of millions of monthly searches. However this is not where the purchase is usually made. Usually a shopper will start by typing in something like “shoes”. Then they will start refining their search. Their next search may be “boys high top shoes” and then after several more searches the shopper settles on “brand x high top shoes, Nashville TN”. This is where they are ready to make a purchase. Now “shoes” may have a billion searches and “brand x high top shoes, Nashville, TN” may only have a few thousand, but because the keyword is less competitive than “shoes” and closer to the point of purchase “Brand X High Top Shoes Nashville” is actually a better choice for the business.
There are multiple reasons for this logic, but here are a few good ones.
- It will keep my SEO bill modest. Usually SEO is based on the following general recipe: Competitive nature of the keyword phrase + Number of Keyword Phrases + Geographic Outreach (local, regional, or national)
- Keywords with huge volumes are not at the point of purchase in most cases
- The time to gain visibility for a niche keyword phrase is less in most cases.