The keywords must be chosen for the Internet user
To choose the right keywords, put yourself above all, and above all, in the Internet user's place.
Marketing and communications professionals all risk falling into the trap one day or another: no longer using the right keywords. Unfortunately, this trap risks removing chances on Google. For example, a page optimized for the expression "Object traceability" (0 searches) will have almost no chance. On the other hand, a page optimized for the keyword “geolocation” will benefit from a traffic of 90 monthly requests.
Those who work on products and services on a daily basis end up favoring keywords mainly used… by themselves! If everyone understands them internally, is this the case for the Internet user?
Most of the time, really important keywords come in late. When we imagine the most sought after expressions, we are often missing the point. The natural tendency is to forget the most obvious keywords.
List the keywords is a winning method because:
- The document can be sent to a colleague for completion
- The list will be reviewed later and more ideas will surely emerge.
- The document can also be used as recommended terminology in a site editorial charter.
In short, a list of basic keywords, as small as it may seem, is a guarantee of success.
