Blog Updated: 12/1/2015
Learn how to use keywords and you learn how to get your business more attention.
Keywords are the foundation of search engine optimization (SEO). They do indeed hold the *key* to letting in the quality web traffic your business needs so you can turn visitors into clients.
It’s not difficult. With a little research, you will know exactly what your customers and potential customers are asking about online. Then you tailor your web content so they will find it.
Keywords and SEO
Billions of people search the internet daily looking for answers to questions and information on products. For a long time now, online marketing has revolved around Search Engine Optimization (SEO) and how businesses that do it well gain an edge over their competitors.
The goal of SEO is to direct the right kind of traffic from search engine results pages to your website. It’s not enough to have a website and occasionally attract random traffic with a possible passing interest in your business. You want the people who search specifically for your kinds of products and services.
This is where keywords come in.
What Are Keywords?
When people search for information online, the words or phrases they enter into search engines like Google, Yahoo, Bing or Baidu are called keywords. These keywords make it possible for people to find your website, but only if your website is optimized for search engines to recognize a match between what searchers are looking for and what you offer.
Developing keywords is probably the most important step in any SEO campaign. Step into the shoes of potential customers to understand and anticipate what they will search for.
Keywords are vital to improve your ranking on search engine results pages. SEO is not merely about striving to be top of the results page list. Just as important, perhaps more so, is to highlight those keywords in your titles and description tags to enhance your chances of being found.
Once you attract traffic to your site, you need to back this up with quality content that adds value and converts visitors into customers.
Types of Keywords
They fall into essentially two categories.
- Broad. Broad keywords are general terms that are relevant to your industry. With a broad enquiry, the volume of search results will be high, with lots of competition for traffic. Consequently, these types of keywords are difficult to rank and get traffic for. With general search terms, you are much less likely to generate leads from these visitors.
- Long-tail keywords. The phrases are longer and more specific to your business or industry niche. Search volumes and competition are lower but more precise with these keywords. When starting an SEO campaign, target long-tail keywords where you can. These are easier to rank for and the traffic you get is far more likely to be relevant to your business. These visitors will include people with the commercial intent to purchase your products or services.
Start by understanding who your prospective customers are. Then you should get a feel for what these prospects are likely to search for. This will give you a preliminary list of possible keywords and terms to use in your online marketing campaign.
To whittle the list down to the most effective keywords for your SEO initiative, you can use keyword tools – available from numerous sources – to come up with search metrics. This information will include several important factors that you will help to determine the keywords you should target for your website:
- Search volume. How many people are searching for a particular keyword? Obviously, you want to reach as big an audience as possible.
- Focus not only on the search volume but also on the relevance of a keyword to your business and what you can offer a prospect.
- Competition. Keyword tools will also you a valuable indication of the size of your competition for a particular keyword.
Benefits of Keyword Research
- A receptive audience. Use the right keywords and you draw the right kind of traffic to your site. Then engage your audience with fresh content that adds value.
- Increased conversion. A higher conversion rate comes by attracting qualified traffic to your site and then exposing them to meaningful and valuable content.
- Keep up to date with trends. Search metrics are not static. They change constantly. By keeping an eye on them, you can be up to speed with latest market developments and consumer needs.
- See what works for you. Search analytics will let you know which keywords are performing best. Build on those to improve your bottom line.
- Improve rankings. Studies have shown that over 70% of searchers use organic search over paid advertising. Use the best performing keywords in your SEO strategy and you can improve your organic search ranking.
At Results Professional Marketing, keyword research and content are our bread and butter. We specialize in increasing web traffic, improving search engine rankings and tailoring content. We also recognize that you may be busy enough with your existing customer and administrative duties, without adding keyword research, search analytics and specialized web content to your list. Click here to start a no obligation chat and we’ll see what we can do to help you out.
Creative Commons Attribution: Permission is granted to repost this article in its entirety with credit to Results Professional Marketing and a clickable link back to this page.