Why your business needs a keyword strategy
Today, most consumers find businesses and services online through search engines such as Google. How do they find them? By using keywords and phrases. You can take advantage of this by optimising your website, blog and social media marketing activity around the keywords that are most relevant to your business and which keywords customers are using to find you online. This will increase the likelihood of getting found by people searching with those keywords, and in turn, drive more – and better quality – traffic to your website.
Although it’s difficult to know exactly which keywords will get the most relevant people to find your business, there are a number of ways to determine the popularity and competitiveness of certain keywords. You can also test and analyse how effective different keywords are.
You want to make sure the right people are finding your business online and it’s important to define which keywords will attract relevant traffic from search engines.
How to create a keyword strategy
1. Create a shortlist of three to five keywords that are relevant to your business, sector and location.
Think like one of your customers. What words and phrases would they use when searching for your product with a search engine? For small-to-medium-sized businesses, your keywords are not usually your brand name. Instead, think of words and short phrases that get to the core of what your product or service is about, including the town or area you cover.
2. Choose keywords based on difficulty and relevance.
The keywords you choose should be based on difficulty and relevance.
Some very general words such as “social media” or “business” are very competitive, making it harder to rank well for them in search engine results. The greater the volume of searches on a keyword, the more competitive it is. Sometimes it’s better to choose less competitive keywords, more specifically related to your business. There are a number of different tools you can use to determine the competitiveness of a specific keyword, as well as providing suggestions for new keyword ideas. A really useful, free tool is Keyword Discovery. You simply enter a keyword and you are presented with a list of 100 search terms, ranked by usage.
Another important factor for choosing keywords is their relevance to your business. While some obscure terms might be easy to rank for, they might not be relevant to your business.
You should aim to find a balance between relevance and difficulty. Choose about five keywords that match your business well. These keywords don’t have to be perfect as you can always experiment to see which keywords work best for you.
3. Design and optimise your website and online marketing activity around your keywords
Once you’ve chosen your keywords, you should build them into your website, blog and social media marketing activity. But remember to keep it conversational and engaging. Do it with your visitor in mind, not just the search engines. Peppering your copy with random keywords can be a real turn-off for users!
For more advice on social media and online marketing visit Louise Hudson’s website here.