Keywords and keyphrases are major factors in an SEO campaign – let’s face it, that’s how we target our potential market and attract customers.

So, we’ve identified our market. We’ve got a website ready. And after using keyword tools like Google AdWords, we’ve got a list of a few hundred potential phrases. How do we select the best ones?

I’ll explain by using the example of a story:

A guy walks into a nightclub. At the bar are three women. Woman A is the most beautiful girl he could ever imagine seeing. Woman B is very attractive, but perhaps not quite in the same league as Woman A. Woman C is unlikely to get any numbers given to her.

The guy has a decision to make – who should he chat up? If he walks over to Woman A, she might accept his number, but since every other guy in the bar has done the same thing, his chances are slim. Let’s also bear in mind that some of the other numbers she’s got are men with big houses, massive bank accounts, expensive cars etc etc.

If he approaches Woman B, he knows that fewer men will have chatted her up (bear in mind she’s sat next to Woman A), so his chances are better.

If he approaches Woman C, well, he won’t leave the bar in one piece…

This illustration, odd though it sounds, applied to selecting your keywords for an SEO campaign.

It’s all very well aiming high and going for the highly competitive keywords, but you’re in competition with the big companies in your marketplace, and success is likely to be slow.

Selecting a spread of keywords is the better option. Targeting some big keywords is fine, but these are unlikely to bring the immediate ROI that ever business is seeking. Choosing ones with less competition offer a better chance of achieving the higher rankings and a higher percentage of click-throughs.

Statistically, the older a website is, the more backlinks it will gain. As your site gains more, you’ll be in with a better chance when targeting the highly competitive keyphrases that are likely to give you the boost that you want.

Feel free to check out my page on keyword research.