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?
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.
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? For example, let’s say you have a company that is very technical, and requires expertise to carry on a conversation with any weight – like IT Support, and you are looking to obtain customers that are less than tech savvy. Would your potential clients even know what a router is or how to set it up, or would they be able to install new RAM into their computer – or even know where to find it for that matter? My point is that many of any company’s best clients are often some of the least educated in the company’s area of expertise, and that’s why they want to do business with you! Putting yourself in their shoes and sometimes simply recalling terms your best customers use when communicating their needs to you can yield very valuable long tail keywords. We take the time to help you discover these through our collaborative planning process.
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.
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.