Eric Gagnon’s Business Marketing Institute provides some insights into how you can select your keywords for effective business-to-business marketing especially with Google AdWords. He is thinking about strategies for selecting the right relevant words for your paid advertising, but the advice has some relevance as well for your content.
Although Google has gotten beyond simply “reading” keywords and counting backlinks — quality, relevance and other signals are important in the assessment of search results — there still is plenty of merit in matching your content to the likely words readers would use in searching for information about your business topic.
This said, I think you can overdo the process. “Keyword stuffing” has become one of the major SEO crimes — and Google will sense it if you try artificially to inflate your keyword count within your content. There is an argument for being natural and truthful and simply producing content that readers value. In this case, the keywords and content will do their own thing.
Conversely, when you are paying for your advertising message, it is folly NOT to be highly focused and targeted. And here the advice is worth its weight in gold.
Have you developed or experimented with keyword selection and experienced good (or bad) results? Please share your observations as a comment or through an email to firstname.lastname@example.org.