If search engines brought your consumer to your city, SEO brought them to your neighbourhood. However, nobody wants their consumer loitering in the neighbourhood. You want your consumer right at your doorstep, ready to talk shop with you. Achieving this last stage depends on how good your SEO is.

The success of any good SEO depends on keywords. If you get the keyword combination right, you’re very easily traceable on a search engine. Which means your phone is just about to ring.

So, how do you get these keywords right? Selection of keywords is something that depends on your objective.

Broadly speaking there are three objectives consumers and organisations have.

They are:

  • Traffic Generation
  • Enquiry Generation
  • Brand Awareness/Brand Engagement

Traffic Generation

If you want a lot of people to visit your website, you are looking for traffic generation. In this scenario, you require keywords that have huge tracking volumes. However, you have to be careful not to include too competitive keywords as these are difficult to rank and take a lot of time. Let’s say, you’re selling popcorn. If you want people to find you, don’t choose the keyword popcorn alone. Add cheese to it as well. Now, if somebody is looking for cheese popcorn, the person/organisation can find you.

Enquiry Generation

If you’re looking to generate enquiries, then you need to add some more specificity to your keyword bank. In such a case, keywords have to match your needs even if volumes are low. Let’s say, you’re looking to generate enquiries for your popcorn brand, you should also add the cost for a tub of your popcorn as a Keyword. Lead Generation via SEO is one of the most cost effective methods to achieve Sales target

Brand Awareness/Brand Engagement

If you’re looking to create brand awareness or engage your consumers, you should shortlist keywords related to your brand. So, if your brand promise is ‘popcorn that melts in your mouth’, you can use keywords such as Word of caution: go for keywords only if your brand has a good presence online and offline because if you your brand is not present in both media, searches will lead to a dead end, something that will end up being counterproductive.

Keyword Tool

The next step is selecting the right Keyword Tool for keyword research. It’s a good idea to go for Google Keyword Tool as it offers a huge database, gives you keyword ideas and also doesn’t charge you. Other Popular Keyword tools are SEM Rush, Moz, KWfinder, Long tail Pro, and ubersuggest.


Targeting appropriate Keywords related to your Brand will help you achieve the desired marketing goals. You can either conduct your SEO Campaign inhouse or hire an experienced SEO Agency to deliver you the desired results.

Incase you choose to hire an SEO Agency then shortlist the best Performance Marketer based on the Success Stories they have delivered uptill now.


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