One of the most important decisions you’ll make for your website are the keywords and keyword phrases. Why are they so important?
Potential site visitors use keywords and keyword phrases to find the information, products, and services they need. The tool they use is a search engine. Keywords help the search engine to determine what your site is about, and then match your site with the right audience. If your keywords are not quite on target, your business could be losing out on traffic and potential customers.
The right keywords will help search engines connect you with the right target audience, leading to better conversion rates and increase revenue.
What is a Keyword?
This is a term that refers to the words and phrases that people enter into search engines. SEO is “search engine optimization,” which is the process of correctly using keywords to attract visitors and rank higher in the search engines.
This all sounds complicated, but it’s really quite simple. Keywords are used as a part of a digital marketing strategy. This means they’re used on websites, e-commerce sites, blogs, and more as a way to attract site visitors. These site visitors may need information or may be looking for a product or service they require. Keywords are the words these site visitors enter into a search engine to find websites providing the right solution to meet their needs.
That’s all a keyword is. However, these are important for bringing the right people to your site.
Tips to Choose the Right Keywords
We’ve put together a list of tips that help you learn how to choose the right keywords for your business website. Let’s get started.
1). Think Like Your Customers
This is where it’s necessary to have a good idea of who your target audience is. To determine your target audience, you’ll need to create a model of a typical site visitor. Consider their age, gender, where they live, level of education, average income, occupation, marital status, what problem they need to solve, and more. With this information, you’ll a basic idea of who is more likely to buy what your company sells.
When you know who your site is targeting, then you can begin to think like a customer. For instance, if someone is looking for the products and services you provide, what are the keywords they would use in a search engine?
Are there specific words they might use to navigate to your site? Are there any informational keywords a search might choose to find specific information? Are there transactional words a site visitor may use in a search engine. For instance, would they use the word “buy” or another term?
Thinking like your customers can open up a long list of keywords that can be used on your site. This is a highly valuable method to target the correct keywords for your website.
2). Research the competition: doing a little research can help zero in on the right keywords. For instance, you can have discussions with colleagues and or customers. You can also do some online research of competitors in your industry. Visit their websites to see what keywords they focus on.
This may take a little time, but it’s well worth the effort. You can find keywords by reading through the competitor’s content, viewing their metatags and more. Not only will you find keywords that may be valuable to your business, but you may even end up with additional ideas on what keywords and phrases to use.
You can even type keywords into Google and see what comes up in the search results. For instance, check the ads—what companies do you see there? What keywords are used in the ads? You may see a pattern across competitors in your industry.
While visiting competitor’s websites, also consider their content. Is the content current, or does it need to be updated? Could you write (or hire someone to write) content that would be better? If so, then this is a great way to gain new customers. Weak content is a problem that leads to visitors quickly leaving a site. If you can provide better content, you’ll gain these customers and more business as a result.
3). Research the long tail keyword: this is an important concept to understand. A long tail keyword consists of three or four keyword phrases that are very specific to the products and services you’re selling. These are important because when site visitors need a specific solution, they’ll use keywords that are highly focused on what they want to buy.
Keep in mind that long tail keywords usually have a lower reach when it comes to search engine results. This means they only draw in a small amount of traffic. However, long tail keywords can draw in customers that have very specific needs. This means the long tail keyword has less competition and tends to rank higher in the search engines, which is just the combination you need to draw site visitors to your products and services.
4). Use keyword search tools: some people are intimidated by the idea of using a keyword search tool. However, such tools can help you focus on those keywords that are most important and valuable to your business. Some great tools to tryout are Google’s keyword search tool, SEMRUSH, and Raventools. These all provide you with important information such as keyword volume, trends, competition and more.
5). Analyze the results: once you’ve found the keywords for your site, be sure to monitor them and analyze the results through your website analytics tool. You may find there are additional keywords or phrases that are trending, or find new keywords used by competitors.
6). Utilize keywords properly: now you’re ready to put your keywords to work. This means using them in everything from blog posts and social media posts, to metatags and in your site’s content (including product and service pages).
The more the keywords are used, the higher your site will rank in the search engines. This can lead to increased traffic from your target audience, too. However, avoid “stuffing” your site with keywords, as this can lead to a Google penalty, which puts your site lower in the search ranking.
7). Map each keyword to a specific page: this is a great strategy to gain site visitors. For one thing, this is a great way to organize the site and its content. Mapping each keyword to a specific page ensures all the information for that specific keyword can be found in one place, making it easier for site visitors to find what they need. Otherwise, if information is scattered across several of your site’s pages, visitors will become frustrated and quickly leave.
Keywords are essential to drawing the right site visitors to your site. With an understanding of your typical site visitor, a little research and study of the competition, you’ll quickly come up with the right keywords for your site. Then stand back and watch your business grow!
Liam is a website designer and digital marketer based in Leeds, West Yorkshire. He spent a decade working within the charity sector before moving into the marketing space a number of years ago. Liam always strives to do something slightly different with every project and always designs to deliver results, not just pretty websites.