Let’s start by defining what we mean by the term 'target keyword'. This is the specific word or phrase which your potential customer will be searching for that you want to be associated with and show up in Google or other search engines for. When doing SEO, this is the phrase that we ‘target’ on a particular page. Elements on the page need to have the keyword present so we often refer to it as the target keyword.
Rules to follow when coming up with target keyword
- Place yourself in the shoes of your customer and answer the following question “If I were to be my own customer, what keywords will I use to search for this product on Google”
- Best to keep it at a three word phrase, minimum e.g discounted boys shoes or prom night dresses
Keep in mind that keywords for pages have to be unique. This is an attempt to avoid keyword cannibalisation which is basically competing with yourself for rankings on SERPs (Search Engine Results Pages).
If the keyword is used on multiple pages, search engines like Google will fluctuate the rankings of the pages since they are unable to know which one page to dedicate that keyword entirely to.
If you want to make sure your page is included in search results for keywords related to the product or content, you need to make sure your page is optimized for those keywords.