The success of an SEO campaign depends on a few key factors. The methods implemented by the SEO company and the chosen keywords are the most influential factors. With Google's various algorithm updates and the massive competition between SEO providers, SEO methods are constantly on the change while the standards continue to go up. However, the keyword selection remains to be of great importance. Selecting keywords has to be done with the aid of a professional or at the very least, with the aid of professional tools. Keyword research tools are easy enough to find on the internet and they can provide some great insight into what keywords you ought to select.
The first step is to comprehend that someone who is not familiar with your brand will not be typing in your business name into the search. This means that you will need to assume that your users do not know your brand name and work on what they are thinking when they search for a product or a service on the internet. For example, someone who needs a pair of shoes would most likely not type in 'shoes' on the search engine. They would instead, specify a brand of shoes, colour, material or type of shoes. In order to get your site served up to this user, your website has to be optimised for phrases that they are most likely to search. Branded shoes, cheap shoes, black peeptoe pumps are good keywords to target for, provided that you carry these products.
Long tail keywords always work best as a user would always add in more detail when they are seeking for something specific. Needless to say, you have to be extra careful when choosing long tail keywords as the search volume also matters a great deal. Low search volume signals that a keyword is not being searched by users. If you are investing in an SEO campaign from a professional, you will have to pay attention to ensure that you choose a blend of medium - high search volume keywords with medium-low search volume keywords for the best results. However, it's all right to target a few low volume terms as long as you are confident that they would bring in sales.
Once you have chosen the keywords, it's important to keep an eye on them to monitor their performance. While some of them may bring sales, others may not. Therefore, be sure to edit and adjust as necessary as your campaign is carried out.