Every day people use keywords to find the things they need or want.
They go on sites like Google or Bing or Yahoo and type those words in the search box, trusting that search engine to return the websites to them that will answer their questions, solve their problems, and give them what they are seeking.
When people are looking for your business, your product or service, how easy is it for them to find you? Are you using the right keywords – the keywords that will work best for your business? How do you know?
Keyword research and why the right keywords matter.
SEO keyword research is an extremely important element of search marketing. It takes planning and research to find the right keywords – but the right ones can really make your website. The wrong ones can break it.
It is like building a house. You start with a good foundation – strong, solid, able to bear the entire structure. Keyword research is the cornerstone of the foundation of your internet marketing campaign. Without a strong, solid foundation, your entire structure will be weak so even if you do manage to build a campaign it won’t stand – it can’t because there’s nothing supporting it.
The right keywords won’t just get visitors to your site, they’ll get the right visitors to visit, to linger, to convert. We will thoroughly research your keywords to ensure you are getting relevant traffic to your website. Solid keyword research can predict demand trends and shifts, change with varying market conditions, and drive relevant traffic to sites – and you need to be taking full advantage of it.
Know the lingo – the industry lingo, that is.
Knowing industry lingo will help you hone your targeted marketing to a fine edge. It allows you to pretty much cherry pick your customers right out of the search engine world. However, loading up your keywords with only industry lingo doesn’t work so well. Balance it out.
The key is targeting your audience and putting yourself in their shoes. What keywords would they type into the search engine when they are looking for your product or service?
Get up close and personal with your target market.
Using the right keywords is important, but you first have to know who you are trying to attract before you can even begin to research keywords. That means knowing your target market – really knowing them.
Who is your target market? Where do they live? What do they do for work? Where do they play? What is their family structure? What is important to them? What problems do they have that your product or service solves? What keeps them up at night?
When you know your customer it is much easier to market directly to them. Create a bio of your “perfect” customer and use it as a guide for your marketing, keyword research, and content creation. Then watch your conversion rates increase as your traffic gets relevant.
Choosing great keywords.
Before you can choose great keywords you need to understand keywords. They are typically grouped and broken up by the number of words in the search engine queries. As a general rule, the longer a keyword phrase, the easier it is to rank for that phrase. This is because the longer phrases usually mean less competition for the word.
It breaks down like this:
- Pants (the head)
- Kids’ Pants (the body)
- Kids’ Khaki Pants (the long tail)
We use tools like the Google Keyword Planner to help us select excellent keywords that will drive relevant traffic to your business and increase conversions. We start by coming up with a few terms based on your perfect customer profile, then we will run our analysis on them to help you select high volume keywords with low to moderate competition, thus maximizing the return on your marketing investment.
Making your keywords work for you.
Loading up on keywords, or “keyword stuffing,” is not a good practice and frowned upon by the search engines. We select a few choice keywords and place them naturally within the material. Use stop words in cases where your keywords would be awkward in a sentence (SEO Company Hawaii vs SEO Companies in Hawaii). Google is getting a lot more stringent with their requirements and websites that have weird placements of keywords or the keywords don’t seem relevant to the text will lose their ranking.
Bottom line, if you want relevant traffic then you have to use good, ethical keyword usage practices – and it all begins with keyword research. We’re ready to help you drive relevant traffic to your site. Contact us today find out how we can help increase your relevant traffic and your conversion rate!