Q and A: Is it ok to target very specific keywords for SEO purposes?

QuestionHello Kalena

Just doing keyword research on a site [URL removed] and I have two questions:

1.  There is no option to add any text on the homepage.  The site is built on bigcommerce platform, which I can imagine quite a few sites are on this type of platform now.  To optimise it, do I just use the product pages that do allow text?

2.  The keywords I chose are all searched less than 10 times per month, but I cannot see how I can use any other keyword.  The product is obviously not a very highly searched for product, but is so specific, that I cannot use general keywords like “baby changing table”.   What do you suggest here?

thanks
Steph

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Hi Steph

You don’t make it clear whether this is a client site of yours or your own site.

1) I’m not familiar with the ecommerce platform you mention, but if this was my client, I’d be encouraging them to ditch it and start again with a more SEO-friendly ecommerce platform, or even a WordPress site with an ecommerce plugin.

Any CMS (Content Management System) that doesn’t allow you to add or edit text to pages, especially the home page, is going to restrict the ROI of a business.

If your client is unwilling to embrace recommendations to start over, you can only work with what you’ve got. So use our free SEO lessons and the advice in this blog to optimise what you can (product pages, meta tags, title tags, alt img tags, filenames etc.)

2) When it comes to keyword research, having a niche market is actually a positive thing. You’re generally not competing with a huge number of other sites, so when you target more specific keyword phrases, you have less competition from other websites trying to optimise for the same keywords. Don’t be afraid of targeting very specific keywords and phrases, provided they accurately describe the product. Sure, you may get less traffic by optimising for specific keywords, but the traffic you DO get will be highly qualified and more likely to convert.

Also think about whether you can optimise for location-based qualifying keywords. For example, does the company export their products outside New Zealand? If not, then it might make sense to target phrases like “baby change tables New Zealand”. Is their product of higher quality than other products? Then use *high quality* in your target phrases and web site text.

Ask your colleagues, family and friends how they would search for the products and add these phrases to your keyword seed list for targeting purposes. Run a short term AdWords campaign and look closely at the number of impressions each keyword you bid on receives. This will give you a more accurate estimate of how many times the keyword is searched in your target market and help you narrow down your selection.

Hope this helps!

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