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But, how to choose the right keywords that attract traffic? One advice that Moran and Hunt give in their book is that the keywords you choose should not be “too hot” or “too cold”. The advice Moran and Hunt give is to find the keywords that are “just right” (2009, 271-273). With “too hot” keywords they mean that the keywords are too broad for you to use or too popular to give you any relevant traffic. Also, some keywords are already too fixated on some certain brand. If we think about Golden Moments, despite the company selling gift experiences, it might not be a very good idea to use “gift experiences” as the only keywords to attract traffic. Since Golden Moments is relatively small business in the field of gift experiences and there are many other similar companies the keywords “gift experiences” might be too popular term. This is especially since most people associate “gift experiences” with Smartbox. Also, the kinds of keywords that have multiple meanings are considered “too hot” by Moran and Hunt (2009, 273). They give an example of “security” meaning different things to different audiences; also the term is rather broad. They suggest adding some qualifying words to the term so it becomes more specific. This way the chances for the right target audience is better. They also mention acronyms are not the best possible keywords, especially the kind of acronyms which might have several meanings depending on field. In addition to the acronym it might be wise to add the “longer” version as keywords as well to attract the right kind of traffic. Also, it is wise not to focus on “too cold” keywords either. “Too cold” in this case mean keywords which are not popular and might not have much competition. These kinds of keywords are the kind that people do not use actively. It is simply not wise to use old- fashioned keywords that will not bring in visitors. Instead of trying to use too popular keywords or those that are either old-fashioned or otherwise not used by people, it is better to try to think of what your site really offers. In Moran and Hunt’s words: “sticking to keywords that truly reflect your site will make it easier for you to attract search rankings and will pay off in more conversions than if you do anything else” (2009, 276). 41PDF Image | UNDERSTANDING GOOGLE ALGORITHMS AND SEO IS ESSENTIAL FOR ONLINE MARKETER
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