Finding keywords is easy. Finding the right keywords, organizing them into optimizable groups, and determining where and how they get optimized into the site is another story all together. Generally, keyword research is done at the hands of the SEO. Taking those keywords and integrating them into the content is the job of the Copywriter.
Under most circumstances, you want defer to the person who has the strongest skills for each particular task. Let the SEO determine which keywords are best, and let the Copywriter work them into the page. But, when it comes to actually deciding which chosen keywords make it into any particular body of content, the Copywriter needs to have final say.
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If you have ever spent any amount of time doing keyword research you can walk away amazed (or even frustrated) about the sheer volume of ways people search for what is essentially the same thing. Take a single core term like “window cleaner” and you can get dozens, if not hundreds or thousands, of search terms all using those two keywords. This is what happens in the world of search. Someone starts with a basic concept, then continues to refine their search by adding qualifiers such as: homemade, recipes, magnetic, insurance, liability, vinyl, glass, streak free and “confessions of a” (that’s no joke) to help them find more sites that offer what they are looking for.
If you are in the window cleaning business, you can easily discount many of these qualifiers. But there will also be others in there that you most certainly will want to use to optimize your site for higher search engine rankings.
The question is, how do you target all of these qualifiers on your window cleaner web page? The simple answer is: you can’t. Nor should you want to.
Whatever keyword you are researching, the mass of keyword phrase + qualifiers can make you a bit overwhelmed. How do you target so many keywords without mucking up the site? One solution is to look at your keywords from a Research, Shop, Buy lens. Separate them based on visitor intent.
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