‘Less is more’ might be a phrased coined originally to describe the beauty of modernist architecture, but it’s also a phrase very relevant for a digital context. Namely: search engine optimisation (SEO). There are many myths surrounding SEO and one of the more disconcerting of these is the importance of optimising for unlimited keywords. Not only is this an ineffective use of resources, but it may also set you a few steps back from where you started. So, while an offer from an agency to optimise for unlimited SEO keywords sounds attractive, it may damage your overall marketing efforts. Let’s break down the reasons why.
1. It’s not a strategic, targeted approach
A well-researched and well-thought-out SEO plan targets selective, high–opportunity or high–growth keywords that are relevant to your business or industry. In this information age there is a huge amount of data available at our fingertips, which negates the need for a time-consuming mass-marketing approach as the insights are there.
2. Best practice SEO optimises for 1-2 keywords per target page on your website
If you target unlimited keywords, then you’re creating even more work for yourself as each keyword needs a target landing page. And if you don’t have this target landing page, then you run the risk of adding too many keywords on the one page, which will diminish the quality of your results. Too many keywords may also see your webpages fall prey to ‘keyword stuffing’, which means your website may be flagged or even black–listed from Google Search Engine Page Results (SERPs).
3. You’re wasting effort on potential low-volume keywords
A proper SEO strategy starts with thorough keyword research, that shows specifically what search volume each keyword generates per month in your target location (for example, Australia). Some keywords may have less than 10 searches per month, so unless it’s a focus keyword for your industry or a keyword with high–growth potential, then you’re wasting effort and resources on targeting these sorts of keywords. Ranking well for keywords takes a lot of time and effort (6–12 months for certain keywords), so it’s not worth wasting time or delaying your results.
4. You’re not taking advantage of Google Ads
Google Ads gives you the ability to target unlimited keywords, so this is the best place to go after less relevant, less focused, and less strategic keywords that still might bring benefit to your brand. You can even target competitor-related keywords to try and sway potential customers over to your brand (something you cannot and should never do with SEO!).
When it comes to SEO, quality is better than quantity, so when you’re approached by an agency offering the dream of unlimited SEO keywords, you’re now aware of the risks involved. In any case, ALWAYS ask questions and seek clarification on all the points listed above so that you can make an informed decision for your business. Of course, if you want to chat more about your website’s SEO, or if you’d like a free keyword audit, our expert team is ready to help you today!