One of my former clients is an SEO guru.
He told me a story about a Chicago dentist.
This guy was ranking for several keywords and getting massive amounts of traffic.
There was just one problem.
The content he was ranking for was mostly technical information about dentistry procedures.
Which meant that most of his traffic came from people researching dentistry.
None of these visitors were actually looking for a dentist.
The reason why this happened was because of poor keyword selection.
You see, most people will first draw up a list of keywords they want to rank for.
But what you have to realize is that there are actually two types of keywords.
These are, “commercial intent” and, “non-commercial intent.”
Commercial intent keywords are those where the searcher is obviously in buying mode.
For example, “buy Adidas running shoes.”
Non-commercial intent keywords are those where the searcher is looking for information.
For example, “latest styles of Adidas running shoes.”
If you’re looking to monetize your website this is very important.
SEO is expensive and also time consuming.
You cannot afford to rank keywords which don’t make money.
The way to prevent this is to first run PPC campaigns.
This will allow you to determine which keywords convert into buyers.
You can then build your website around those keywords and add others later.
Hope this helps.