The success of your entire SEO campaign lies with you making a good decision around your choice of keywords. There are some keywords, wh ich are easy to ge t top r an kin gs fo r, and there are others that are pretty much impossible. Still there many other keywords that are winnable but are not worth the effort for the lack of worthwhile traffic they would generate for your business.
You should avoid letting your SEO expert choose keywords without consultation with you. You are the person who knows your business and the mindset and words that your customers use. The decisions around keywords need to be taken jointly, using the experience and expertise of each of you in your different areas.
Of course, you don’t just want traffic. Useless, non-commercial traffic is as bad as no traffic at all at the end of the day. You need to choose keywords, which don’t just bring you visitors, they also need to bring you potential customers. Getting to the top of the ratings in keywords, which bring you no useful traffic, is a completely pointless exercise and a waste of your valuable money.
People want to know “What’s in it for me?” They want solutions to problems and they don’t really care about what you call yourself. Think of your customers as problem seekers or buyers and then think as they do. Whatever type of business you own you, seek to use the words that your potential customers would use and what kind of problems they will be looking to solve.
Let’s look at an example. If your company is called “Fred Roberts & Junior”, you can probably get to the top of the rankings for this keyword “Fred Roberts & Junior”. But What the use that is that you want people who don’t know you to find you. So, you must think ofthePROBLEM not SOLUTION. The problem maybe a “broken window” and the solution is your company “Fred Roberts & Junior” that fixes broken windows. So, it makes sense to call your website “brokenwindows.com” instead of FredRobertsJunior.com and for you to choose keywords like “broken windows”, “window repair”, “glass replacement” etc.
The exception to the above is if your company name reflects your business then that is another matter. If you are called “Print Labels PLC” and„ print labels is what you do then there is no problem.