Targeting the wrong keywords brings the risk of low conversion rates and not reaching your customers. Make sure that you are giving your audience what they are looking for. Analyse their queries and then build the content around them. Attracting qualified traffic will increase visits and conversions on your site.

You also want to avoid choosing the short tail keywords, these are the search terms that are too broad and general (such as ‘good hotel’). They might look interesting in terms of high search volumes, but high search volumes often mean that there is a fierce competition, which can make it difficult or impossible to rank.

To ensure that your site reaches the first page, aim for the long tail keywords (such as: ‘good hotel for families in Brighton’). Long tail keywords should have a good balance between the search volume and competition, making it relatively easy to rank but also ensuring that the keywords are still profitable. Exploring the long tail keywords can also help you to discover new possibilities and break into new, untapped markets.