Keyword Research Using Broad and Exact Match
When researching keywords to use to optimise your website you are normally looking for phrases containing 2 to 5 words that have a reasonably high search volume with low competition. The ideal situation is to find a keyword which is very relevant to your product or service that millions of people are searching for each month but no other websites are optimised for.
Dream on, this never happens!
Choosing the right keywords is always a bit of a compromise. You need to get your website on page one of Google, preferably in the top 3 as this is where most of the traffic is. You also need to consider how well a keyword will convert, more specific keywords, that are relevant, will convert much better.
For example: If you sell shoes on the Internet and you optimise your website for the word “shoes” and you manage to get on page one of Google, your visitors from this keyword could be looking for any type of shoes, they may be researching shoes or just looking for pictures.
Whereas, if you optimised your website for “ladies designer shoes for sale” if you sell these, this phrase will convert a lot better.
I think I digress a bit, so back to the broad and exact match.
Go to the Google keyword tool and search for shoes
You wil find that there are 68,000,000 searches per month globally for shoes. This does not mean every month 68 million people go to google a type in shoes.
It does mean however that 68 million searches on average every month containing the word shoes.
If you look at the exact match figure is shows 1,000,000. So there are approximately 1 million searches each month for the word shoes.
Let’s get more specific.
Ladies designer shoes broad match 2,900 Globally
Ladies designer shoes exact match 720 Globally
Ladies designer shoes broad match 1,300 Locally (UK)
Ladies designer shoes exact match 480 Locally (UK)
If you are selling ladies designer shoes and you go to the Google research tool and type in “ladies designer shoes” as see the global broad match of 2,900 you might thing that if you got on page one of Google for this phrase you could get nearly 3,000 visitors per month for this keyword alone.
Lets work out exactly how much traffic you could receive from this one keyword. The broad match figure is the number of searches which includes the 3 words ‘ladies’, ‘designer’ & ‘shoes’ in any order and including any other words.
The number of searches each month just for this phrase globally is 720 . If your target marketing is just in the UK the figure would be 480.
When you achieve a number one position on Google for this one keyword you will receive approximately 35%-40% of the traffic, 480 x 40% = 192
Position 2 receives approx. 20%-25%, 480 x 25% = 120
Position 3 receives approx. 10%-15%, 480 x 15% = 72
Posistions 3 – 10 receive approc 1% – 3%, 480 x 1% – 3% = 5 – 14
With a page one listing you could receive 5 -14 targeted visitors per month. No wonder people get disappointed whe they are expecting 2,900 visitors.
This is why you should be optimsing your website for as many keyword words as possible. The more the better. You could then get top rankings for more than one exact match phrase and get rankings for many “secondary phrases”