Keyword Research for SEO Success

If you want to climb the search engine ranks, it’s time to hunker down and research your keywords.  Keyword research is sifting through words and phrases to decide which to blend into your web copywriting to make your website a magnet for your prospects.

But how do you determine what keywords prospects use to find a company like yours when you don’t have the privilege of peeking inside their minds?  There are likely a myriad of keywords and keyword phrases that people use in hopes of finding a company like yours.

1. Ask the Customer

The first step in keyword research is talking to the customer.  But even though it’s is often the best way to reach solid conclusions, many business managers fire up their SEO web-copywriting efforts before they know what they’re aiming at.

No, I don’t expect your customers to remember every search they’ve done and every keyword they’ve used.  But you can structure open-ended questions (the kind where they fill in the blank) that provide insights on questions your customers ask and problems they want to solve. For example, if you work for a company that sells heating, ventilation and air conditioning products and services (HVAC) you might be used to the internal lingo and think people search for HVAC companies.

But if you pick up the phone and chat with some customers, you’ll discover something different.

Simply ask customers to remember the last service you performed for them.  Then ask “if you had to search for a supplier for that service, what keyword or keyword phrase would you use in a Google search?”  All of  sudden you’ll be hearing about “air conditioning systems,” “air conditioning repair,” “heating oil prices” and more. These are the keyword that are relevant to your clientele.

In other words, people are searching for something very specific.  They come from different backgrounds.  They use different keywords.  Use your customers’ keywords in your copywriting and it not only boosts your ranks in the search engines, it also makes your web copy more engaging.

2. Use Keyword Research Tools

What tools are available online?  You can try wordtracker.com.  As the name implies, Wordtracker tracks the keywords that people use when they search. It stores these words and adds up how many times each keyword or keyword-phrase is used.

Input a keyword or keyword phrase into Wordtracker and it tells you how often that keyword or phrase is used in searches and how competitive it is—in other words, how many competing sites are already using that keyword.  The good news is that Wordtracker offers a free trial.  You’ve got nothing to lose.  You can also try seobook.com, another site with some free services.

Discover more about keyword research–the number one missed step in SEO.

3. Check  Out Your Web Analytics

You’ve looked outside for the answer.  Now look inside.

Check out your site’s analytics. What keywords are already drawing visitors to your site?  If your web copywriter is using a keyword or keyword phrase that’s already working for you, carefully sprinkle a few more of those phrases into your website.  For example, if I found “web copywriting” was attracting people to my website, I’d start writing more pages on the subject.

4. Pick Keywords with the Highest Prospect for Conversion

Once you know the keywords people use, it’s time for a little introspection. Determine whether the products or services that you offer fulfill the needs of the people searching on those terms. Remember, you’re not just seeking traffic.  You’re seeking traffic that converts into customers.

Use a keyword phrase in your web copywriting that’s highly specific to what you do, and you’re more likely to convert browsers into buyers. Plus there is likely to be less competition for that keyword than one that’s very broad.

5.  Ask for Help

If you need help with search engine optimization and keyword research, call Carolyn Frith Marketing now at 610-340-0622 for your free 30-minute, no-obligation consultation or email cfrith@carolynfrith.com.

 



Comments

  1. EVERY word you write on your blog is a keyword.(With the exeitpcon of stop words such as the, a, an, etc.)It just depends how relevant google’s algorithm thinks your keyword is to the topic.If you write a post about red cars and then mention a funny story where the words funny looking old man come up, you could end up getting hits from searchers typing in funny looking old man . But only if no other page is more relevant.

  2. Thanks for the post, Carolyn. You make a good point about asked your customers. It often surprises me how many people don’t do that. I think, if you can identify it, a good long-tail key word is very effective.

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