Keyword Research For Websites & Online Marketing
You have content on your website, but are you using the right keywords?
Every business needs to know their keywords to see success through an online marketing strategy. Keywords are descriptive words or phrases that when used properly on your website increase the chance of being found in search engine results.
Your goal should be to use keywords that are as relevant to what your target audience is searching for as possible. In order to show up on organic search results, the keywords you choose to target should be strategically used in your website content.
Why Are Keywords Important?
Because, Google. End of Story. – But Really – Just by using the right keywords could mean an increase in website traffic, foot traffic, leads, and of course, sales. In addition to a beautiful website design, there must be strategic keywords used to be found online.
Keywords help users feel comfortable they found what they are looking for. To be discovered [online] we must know who we are and why people need us.
Discovering or rediscovering your keywords is your first step to starting your digital marketing strategy.
How To Find The Right Keywords?
As a business owner you know your industry inside and out, along with all the technical terms that go with it. However, you might describe what you offer using different words than your audience is looking for.
Exaggerated Example: If an individual is searching for a new ‘phone case’ on Amazon, but all your content is written as ‘protective enclosure’, then no one is finding your product. (Face palm)
Do The Research.
How are people going to search for your service or product online? Keyword research and discovery will allow us to ensure our web content is written to be found.
>> Know Your Target Audience – Before we start, you have to know who your ideal client is. Learn everything you can about them. This not only helps you in marketing, but throughout your entire business.
>> Talk To Your Customers – As we mentioned before, the language of your audience might differ from yours. Pay attention to this when having conversations with your customers to pick up on any new keywords you may not be targeting.
>> Brainstorm – We’ll make a list of what you think are the top keywords for your business.
>> Keyword Planning – Using marketing tools, we’ll apply that list to discover even more keywords and questions that people search for about your industry. (See Example Under Keyword Research)
>> Competitor Research – We can take a look at your top competitors to see how you measure up and what keywords they use to rank. (See Example Under Competitor Research)
Use The Research.
Now you have a better understanding of your keywords. Let’s start developing some content!
Analyze your findings with common sense to write new copy for your website. Make sure your home page content flows well and is clear about who, what, when, where and why your company deserves the user’s business.
- Be Specific.
- Be Relevant.
- Follow best practices for SEO.
Keyword research should be done every 4 – 6 months to stay relevant. Keep in mind that we want to write for real humans, not just for the machines at Google.
PRO TIP: Answer ALL The Questions.
Writing marketing content for your website or blog can be tough. Here’s my best advice. Answer questions and solve the problems of your potential customers through your keywords. Through more research we can show you the top questions have about your service or product.
Develop excellent blog post ideas from these top questions that Google users have. (See Questions & Keyword Research)
Answer User’s Questions + Rank Higher = Win, Win!
Based on our research about phone cases, I would be writing a blog post about how to clean your phone case, and maybe a pricing blog on top phone cases available.
Just like with keyword research, it’s important to discover the questions your customers have about your business.