Q and A: Am I choosing the right keywords?

QuestionDear Kalena

I have a business here in the UK offering training in Microsoft Office products such as Word, Excel and Outlook.

I am a bit confused about the keywords I should be optimising my web site for and I was wondering if you could give me a little advice on my choices?

My first instinct is to optimise the site for the following:

4.Help with spreadsheets
5.Excel consultancy
9.Online support
10.Onsite support
12.Excel help

thank you!


Hello Mary

The main purpose of keyword research is to get you thinking about all the possible keywords you could target, including those used by competitors or more importantly, those NOT used by competitors. So as well as coming up with your own seed list, you should be looking at your competitor’s web sites to see what keywords they are targeting and whether or not you should be using similar keywords.

However, I am a bit concerned by the keywords you’ve chosen for your own site. How many people who type the word *training* into a search engine are specifically seeking training in Microsoft products provided by a consultant in Essex, UK? People typing this search query in might be looking for football training coaches, or training shoes. Or scuba dive training in South Africa. Same goes for the word *Essex*. People typing that in are more likely to be looking for tourist information, accommodation or school project information than for MS training.

You’ll realize this as you learn more about search engine optimization, but you need to choose two, three and four word keyword phrases that are more tailored to your exact offering and therefore more likely to attract visitors to your site who are specifically seeking the services you offer. These visitors have a higher likelihood of converting to customers.

Search phrases you’ve listed like *help with spreadsheets* and *Excel help* are great, but phrases such as *MS Office training* and *how to use MS Word* would be more relevant for you than some of the other keywords you’ve listed.

Once you have a good seed list of keywords, you can run them through a keyword research tool to check how much potential traffic they will bring to your site and streamline your final choices for SEO.

Happy keyword hunting!


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