Keywords… Sound important, don’t they? They are. They’re the words that internet users type into search engines to find what they’re looking for. If you know which terms they’re using to search for your product or service, you can incorporate them into your website copy, blog and even social media strategy content. Done skilfully, this pleases Google; and in return, Google rewards you with a higher ranking.
But how do you do keyword research? Where do you start with keywords?
Here are a few simple suggestions.
Go back to basics
- Start off with some good old-fashioned brainstorming. Think about your products and services and list one-to-three word phrases you would use to describe them. For instance, if you were running a low-cost airline, ‘cheap flights’ is a likely keyword.
- Now take out your trusty thesaurus for keyword synonyms and variations people might use. Sticking with our ‘cheap flights example’, ‘low-cost flights’, ‘flight deals’ and ‘fly cheap’ are just a few terms they may type into Google.
Think about your industry
- Think of the different areas you focus on in your sector or industry. Check other websites and media and see what keywords they use.
- Check out the websites of your competition. What keywords are they using? Perhaps they have some on there you haven’t thought of, the crafty devils!
Take a look at yourself
- Review your website. Do particular words or phrases keep cropping up? If so, they could be relevant keywords.
- Make a list of your different products or services. If you have lots of them, divide them into subcategories and create extra keywords. By optimising each page with different keywords, you can drive more traffic to your site.
- Use Google Analytics or a similar web analytics tool to see which keywords people are already using to reach your site.
Think of your customers
- Step into your customer’s shoes. If you were searching for your product or service, what terms would you use? Ask someone unconnected to your business what they would search for. Reward them handsomely if they come up with something you hadn’t thought of!
Out of the blocks
Think about your business, your customer, your industry and your competition. That’s how to do basic keyword research. Think about the words too, of course. Words matter. Not only do they communicate: they optimize as well!