If you are thinking about getting your website to rank among the top search results, you need to think what keywords should be leading them to your website. Your potential customers or clients would be associating your website with those keywords, and you do not want any ambiguity so that your website will be searched along with websites with totally different goals.
Having nice and flattering keywords that you would like to have people associating with your business may be a very different thing from having appropriate keywords that people who are most likely to use your products and services will expect to be associated with your website. For example, you may like to tell your customers that your specific brand of cosmetics has a very prestigious, luxurious product line but having keywords related to that sort of image may not be as so efficient in leading a lot of people to your website. If you think it would be good for your website to be searched along with expensive French cosmetics it may be okay to have keywords like luxury cosmetics. You would have to make the choice.
This is because choosing keywords is all about what sort of people you would want to show your website. It is also about narrowing those people down to those who are the most likely to become your customers or clients. With the right keywords you are choosing your customers from a whole larger batch of people who may be looking for things related to your business but are not in need of your products or services. You do not necessarily need as many people as possible visiting your website; you need only the very relevant ones, just as they will expect you to be found after a search using relevant keywords.
It would be no use to be found by someone who is looking for someone to fix his espresso coffee machine and is located in New York, when your business is situated in the state of New York, although you may deal in selling and fixing coffee machines. So it would be better to have the keywords “Albany NY coffee equipment repair” rather than “NY coffee machine.” Someone who is looking for a business exactly like yours in your exact location may well go out of his or her way to find you even if you do not rank among the top search results but there will almost always be a business that can be found first because it has the right strategy of on-page SEO and keywords. In the above example you would have noticed that, in order to gain more precision at targeting at customers, you would probably need a long keyword, composed of three or more words. A single keyword is either too vague, or there is too much competition over it; most likely both. For professional help, check out http://www.brandedinnovation.com/ – santa barbara seo.