Do you know how to find keywords for your business? We have to keep on our toes with Google, with all their algorithm updates, but despite this, the constant in all this is the need to optimise our websites for keywords by keeping up with keyword research. However as time has gone on, the way we search for keywords has changed.
What Is A Keyword?
This is simply a word or phrase that we search for in a search engine. Whenever you do a google search you are entering a keyword….
If I click on one of these results, I am taken a website that is ranking on the first page of google for ‘dog treats’.
That is the what every business is striving to do when they choose to write content using a keyword. Their target audience will search for a keyword, that will bring their website up. The target audience will be impressed with the content and it will lead them into action – either purchasing the product or service. The keyword has done its job!
The plan is to find relevant keywords for your business that will put you on the first page of the search engine, so your audience will find you and come to purchase from your website.
You probably noticed from the Google Search above that there were about 273,000,000 results for ‘Dog Treats’. You have to be pretty lucky to be ranking on the first page of the search engine for that. For a new business that is not going to work for you, unless you pay to be a premium ad which will be costly particularly for an up and coming business.
What Is Keyword Optimising?
So for those of us that run businesses that don’t have budgets for premium ads on Google (me included!) we have to make keywords work for us.
The first part of optimising your articles with keywords is to make sure your content has enough instances of the keyword, that the search engine will pick out and find what you are offering.
So how do you do that ?
- Use the keyword( or phrase) in your title.
- Use the keyword( or phrase) in the first 200 words of your article.
- Use the keyword (or phrase) in the meta description.
Once you have done this, you write freely. Don’t be tempted to continue harping back to your keyword after that, otherwise that may well work against you. The content must be written naturally, Google with its algorithms will decide if your content is relevant to the search query and rank you for your keyword term so if you have scattered the keyword through your article, the chances are that it is not going to read well, Google or any other search engines will pick up on this and penalise you for it, having the opposite effect you are looking for.
This is all part of the SEARCH ENGINE OPTIMISING (SEO) you require for your articles to be ranked.
To write keyword rich content, you need to better understand your target audience, and what they are searching for and how many of them are searching for it. This is powerful if performed correctly.
Keyword research takes time, but understanding customer goals and focusing on this when you do your keyword research, will reveal who they are and what they want. Their intent is pivotal in ranking with the search engines.
BooSports ( A New York based Designer Bamboo Sports Wear)
So, Jonas, the business owner, wants to get more traffic to his website, he’s looking for more corporate customers to create customised sportswear and needs to understand more about the corporate customers he wants to attract.
More needs to be understood about this section of customer.
* What shape/designs are the corporate customers looking for?
*What terms are they searching for?
*When do corporate customers search for sustainable sportswear?
*Why would they buy sportswear made from bamboo?
*Where are they located?
By Jonas considering these questions, he can discover the characteristics of a corporate customer and what they are looking for in his products. It is a crucial planning step that cannot be rushed, to discover the keyword content searches to improve your targeted articles.
You are likely to have some keywords in mind that you want to rank for, these might or might not be high ranking keywords. If they are high ranking keywords, it is likely you will not get traffic because they are too popular – remember the dog treats….
With 273,000,000 results, the likelihood of you ever seeing a customer is almost nil.
The plan of action here is to choose keywords that are of interest in target terms but have a lower search volume and are less competitive – These are called ‘Low Hanging Fruit Keywords’ – like ripe fruit that hangs low on a tree, smaller and more plentiful than the ones at the top, these are keywords that have a lower ranking but there are tons more of them, because there is naturally more competition for the fruit at the top (high traffic keywords)
So working out the best keywords for you is to know the search volumes of keywords so you can prioritise which you want to use and pick ones that will give your website a good advantage by finding the low hanging keywords.
There are tools that you can use to help you in your search so you know you have chosen KEY keywords – Jaaxy is one of these keyword tools. Follow this link to go read my article on Jaaxy and how to use it. – ‘What Is Jaaxy? A Keyword Tool Review’
You can also use another technique called ‘Alphabet Soup’ – Jaaxy can also help with this as it has an integration within it to do this in a matter of seconds but essentially put your keyword into Google ‘ Dog Treats’ then type a …. see what words Google comes up with that people are typing, then delete the ‘a’ and type b….. and so on, taking note of any interesting combinations of keywords. You can then go put them into Jaaxy and see what search results come up…. looking for those low competition keywords to bring you traffic.
Why Choose Low Competition Keywords?
Seems to be a contradiction to choose a low competition keyword…. If you are Amazon or Macy’s you probably have a huge advertising budget. I for one do not have any advertising budget, so when I am writing an article, I go and do keyword research of low competition keywords – Longtail Keywords – my articles rank successfully on the first page of Google by taking this pathway, costing me nothing.
Yes.. my traffic might be low….. to start with. This is not a quick process, those with the millions to throw at advertising can get quick results, but this process works. There is much more conversion from low competition keywords….. look at my graph below.
As you can see there are is LOT of traffic at the long tail end….. People who are searching for ‘bicycle helmet’ are not really going to purchase.. they are browsing because they don’t know what they want. Those searching ‘Childs green bicycle helmet‘ are a little more discerning in what they are looking for, but still really not there, so they search more…. then they search ‘Boys Custom Dinosaur Bicycle Helmet‘ – now they have their credit card out and are tapping it on the table !
This is not saying that there aren’t people who when searching for bicycle helmet won’t click on one of the results that comes up, they will, but unlikely as its too broad a search term.
The problem is that Google isn’t sure exactly what they are wanting….. For example ….. Ice Skates…..
Google doesn’t really know what you want, so brings up a wide range of choices. The net is too wide…. Google isn’t even sure if you want roller skates? So you can see that by choosing a keyword that is more specific, a long tail keyword, you will get more of your customers actually converting to a sale.
Have you ever noticed that when you search for something on Google that when you scroll to the bottom of the first page, there are more searches under ” Searches Related to….”
This section is a gold mine of keywords that have been typed into Google when looking for ice skates … Take one of these, type it into Google and scroll again…
This brings up more potential keywords. You can put them into Jaaxy to see how competitive each keyword is.
Using the strategies here, you will build up quite a list of good quality keywords to use on your website to build traffic naturally without having to resort to paying for advertising.