SEO Keyword Research

[Studio33]

Hi,

We are SEO beginners so please bear with us!

We are trying to promote "Web based Invoicing Software".  The SEO company we have signed with offer us 5 keywords for the package we are on with them.  They have suggested\offered us:

1. Invoicing Software - Fine
2. Online Invoicing - Fine
3. Online Invoicing Software - Covered by 1 and 2
4. Small Business Invoicing Software - Covered by 1
5. Invoice Template - Fine.  Will Invoice templateS be covered on this one too?

My question is does number 3 cover number 1,2 & 4 anyway?  If so I am thinking to not go for 1,2, & 4 just keep 3 and choose three other new keywords.  Would this be a better strategy and "more for our money?"  Or, keep 1 and 2 and lose 3 and 4, would that be a good option. So, in summary options are (all assuming keeping number 5)

1.  Keep all
2.  Keep 1 & 2 - Lose 3 & 4
3.  Keep 3 - Lose 1,2 & 4

4. Any other combo you can suggest?

Any advice welcomed

Thanks

nutnut

[josh-riley]

Totally normal. For me, what I keep in mind, is that there''s so much great information out there and awesome boards like this where people share experiences, and there's several plans of attack. Long tail can help rank for some short tail but I'd never recommend expecting it to be interchangeable.

For example, "software" is way, way more competitive to rank for since it's everything that falls under software - Microsoft Office, Amazon, Wiki, PCMag, New Egg - and so general that it's hard to get high rankings on that word alone. There's also a HUGE difference in user intent on "software" (I want Windows 8; or, what's new in the software world) and "online invoicing software" (I need software that lets me do invoicing online). Sometimes with long tail, you capture a better/more accurate audience to then give you better conversions.

Good luck

[Studio33]

Thanks for the response, thats very helpful insight for us.  We thought long tail did cover short tail so we may have to rethink our keywords altogether now.   Maybe we should go for the easier long tail to start with and work up to the short tail.  Is that a normal plan for a start up with limited budget?

Thanks

[josh-riley]

Good for you for checking to see if what you are being offered may be worthy. First, how did they get these words? The reason I ask is because the biggest keyword battle I fight is figuring out how our SEARCHERS search, not what we think our customers/potentials use.

What do I mean? I'll use an example. "Benchtop printer" is the company term but people are searching for a "desktop printer." Optimize for benchtop printer and you'll never connect.

So, make sure that whatever you pick maps back to your users/customers. If you don't know, then you are risking everyone on nothing.

As far as this list goes, assuming it's vetted, there's a difference between head, or short tail "software" and long tail "online invoicing software" keywords - long tail DO NOT automatically cover short tail. Even plural terms aren't interchangeable with singular. Head, or short tail, terms are usually way harder and competitive to rank for.

Beyond that, because I don't know how you are grouping your site content or what your hierarchy will look like, I won't comment on what to keep or what to leave. Just picking keywords in no way ensures good SEO.