All SEO work is based on the keyword use. These words are what online users will type into search engines in search of information, products and services. They are the thread between the online user and the business. With a majority of consumers now opting to base their purchasing decisions on what they find online, it has become vital to ensure that your business is amongst the first that they come to when they input those precious words.
The keywords you select will be how search engines will identify your site. The site that makes the best use of these keywords is the one that will sit at the top of rankings. Keyword research is the start of any SEO campaign and should follow certain guidelines to ensure correct selection of the most relevant keywords.
- Think of words or phrases that best define what your business is about and what it offers to clients. Do not think about it in terms of being the owner, but rather focus on what your prospective and existing clients think of when you come to mind. This will point you in the right direction.
- Use free keyword research tools. Major search engines like Google and Bing provide tools that can help you identity popular keywords that online users use when trying to track down your products, services or business. From this listing, you can already begin to eliminate keyword options you initially started with.
- Go local. Most consumers have a preference for businesses that are within easy reach. When defining your keywords, you will likely find that they have a global inflection. Adding a location specific tag is a good way to make you more visible to local consumers. Not to mention that you will face less competition with such keyword phrases when trying to build rank.
- Scope the competition. Virtually all businesses have to deal with competition. Seek out the more established businesses in your field that have highly ranked websites. Explore their content and see what kind of keywords will recur.
- Choose correct wording. Some SEO professionals come up with complicated phrases that become very hard to naturally insert into content. Remember that your audience an search engines will want content that is coherent so ensure that whatever ay you string together these words, they make sense.
- Vary your wording. Not all your phrases have to be about buying XXX product. Some of your traffic will come from prospective clients, while the rest will likely come from those researching your industry. Ensure that your keywords can serve various interests in order to maximize on opportunities to grow online visitor numbers.
- Monitor your keyword performance using website analytics and conversion funnels. The number of conversions recorded can help you eliminate less useful keywords and focus on those bringing in better leads.
- Consider spelling. Make sure that the words you choose are relevant to the language applied by your target demographic. For instance, a realtor in U.S. should focus on ‘apartments’ while one in the U.K. should use the term ‘flats’. Different regions may offer the same product or service, but use different words to describe it.