The first thing about choosing strong keywords for your websites search engine optimization (SEO) is to know what your potential client or customer is searching for that you can offer them. When a person comes to your site based on a particular keyword, will they find the items, goods or services they are seeking? If not, you are leading them down a path that will come to a disappointing end for everyone. What are you offering that’s unique to your business? How can you get people to come to your site for something very specific that they will be delighted to know you offer?
How do you do it?
Start by experimenting with search terms you think are your strongest possibilities. When you enter them, what comes up? Are there lots of ads for that search term and what is the competition you have regarding those terms?
Ex: If you are a dentist, try Googling the search term dental care followed by your zip code. Location based key phrases are best with most brick and mortar businesses. If a lot of other dentists come up in that search, you are competing with those businesses for a piece of the pie using that term. This can be costly if you are using a service like Google Ad Words as you will be competing with some of the bigger businesses for that piece of the pie. If you have a specialty and can use search terms that are more specific to what you specialize in, you might be able to get great traction using terms about that specific service. Ex. Best tooth whitening in Orlando might be a little more targeted than best dentist in Orlando.
It’s not just about key words, it’s about key phrases.
What are the best tools to use and do I have to pay for them?
You can hire a professional SEO service, but be cautious. There are many companies that are great at this but many that are not as experienced as they profess. Get references.
Google offers a few free tools that can be helpful. Google Key Word Planner, Google Trends and Key Word Tool io, are free and can give you some good information.
There are tools you can pay for that can be more in depth but costly.
Term Explorer and Moz Keyword Difficulty Tool are excellent products but can run as little as $35 a month to nearly $500 a month depending on what you choose.
How do you know when the keywords has too few clicks to not choose it?
It can simply be trial and error. Keep a watchful eye on it and if a key word or phrase is not bringing clicks to your site and more importantly conversions to sales, ditch it.
Remember that the sole purpose of key words is to bring people to see what you have to offer and get them to buy something, be it goods or services.