There are thousands of webpages dedicated to keyword research, and it’s a topic we frequently get asked about. Clients often want to know: “Do I really need it?”, “How will it help my sales?”, “What are keywords?” and “How does it work?”. We thought we’d write a blog to answer those questions because keywords can make the difference between a website that markets your product effectively, and one that makes little or no return on your investment.
What Are Keywords?
They might have been given a new name for the digital age, but actually businesses have always used keywords. Walk down any High St in search of a particular item, and you’ll get plenty of help from shop signs, window displays, and neon messages. These are designed to ensure that you don’t try to buy a plug from a book shop – and keywords do much the same job.
93% of web experiences start with a web query. You might Google “painter and decorator in Halesowen” and immediately you’re presented with a list of relevant local responses. Those search queries are ‘Keywords’. They’re the words your potential customers use when they’re looking for information or products.
How Does Keyword Research Work?
- Define What You Do – This might be ‘electrician’, ‘plumber’ or ‘accountant’. On its own this word is too generic to be of much help to potential customers as a search query would return thousands of responses.
- Add a Location – So your keyword becomes ‘Plumber London’ which helps to narrow down the search for customers, but still leaves you with huge competition if you are to get noticed.
- Refine Your Keyword Further – It now time to consider where most of your work currently comes from. ‘Plumber Clapham London’ makes the search far more specific and reduces the competition for the top search engine spot.
- Differentiate Your Services – How are you different from your Clapham competitors? Take a look at what they’re offering and find out how your keywords could give you’re the edge. Something like ‘Emergency Plumber Clapham London’, maybe.
- Test Out Your Keyword – Try out a search and find what the Search Engine responses are when you type in your keyword. Don’t worry if you’re not appearing yet – that’s the next stage in the process!
Do I Really Need Keyword Research?
As you can see, keyword research helps you to understand how the search engines work, and what you need to do in order to be appearing in front of potential customers online. Once you have 3 or 4 keyword phrases that you are happy with, these need to be woven in to all your online content. This is part of a process called Search Engine Optimisation.
Your keywords need to be used consistently as the way you describe you product or services across your website. They need to appear in the website copy, regular blog features, page titles, urls, and meta descriptions. Once this starts to happen, Google will recognise what your business does, and it will start to drive relevant website traffic to you via the search engines.
How Will Keyword Research Help My Sales?
The better your keyword research, the more traffic Bing, Google and Yahoo will drive to your site. It doesn’t happen over night; you need to ‘prove’ your trustworthiness by keeping visitors engaged when they land on your pages. Once your traffic does start to build, though, you’ll climb up the search engine rankings – which gets the phone ringing, or the online sales occurring, more regularly.
SEO Auditor Provides Professional Keyword Research
The SEO Auditor team have been growing sales for businesses, using keyword research, for over a decade now. Many of our clients started with no online presence at all, and we have been able to develop their impact, using carefully research keywords, so that they now have a premium spot on page 1 of the Google Search.