Isn’t it obvious what keywords you need to optimise your website for? After all, you presumably only need to imagine what kind of terms your target customers are likely to hammer into Google.
Alas, it’s not quite as simple as that. You might have already selected and optimised for various keywords, for example, only for your site to not even show up for those terms in the rankings.
Thankfully, it’s possible to get better at picking out keywords that you actually have a fighting chance of ranking for, as well as what your target audience will probably use.
So, let’s look at some of the best ways to do exactly that.
1. Generate ideas
While keyword research is certainly an important element of website SEO marketing, it doesn’t necessarily need to be too complicated at first.
Indeed, you can start by imagining what a target customer of yours may be inclined to type into that Google search box, before searching Google yourself for those terms.
Consider the following:
- all of the problems someone could conceivably have
- how those problems could be solved by your product or service
- the many ways they may search for a solution
Different keywords may be searched at different stages of the buyer’s journey, encompassing their initial awareness of their problem, right through to their consideration of potential solutions, and finally their decision to seek out a particular product or service.
2. Predict keywords
Once you’ve got a few ideas for keywords, you can use Google to come up with even more.
For example, if you type in one of your terms and scroll down to the bottom of the search results page, you’ll see ‘searches related to’. Do this for several keywords, copying and pasting the suggested phrases for each one into a single document, and you’ll already be generating a lot of possibilities.
Don’t forget to also click on any competitor link that you see, and quickly click your browser ‘back’ button to return yourself to the results page. This will give you six other phrases that ‘People also search for’, under the link on the results page.
3. Use organic data to confirm your findings
If you’re already using Google AdWords, you may be interested in learning about its keyword research tool, Keyword Planner. Enter several phrases from the document you prepared earlier into the tool’s search bar, and a range of alternative terms will be suggested.
You can then sort these terms by Keyword Volume in Google, so that you know which ones are most frequently searched for each month.
Remember that when you’re using Keyword Planner to pick potential keywords, it’s really important to strike the right balance between traffic and competition – not too little of the former, or too much of the latter – to make the targeting of those phrases well worth your time.
Bear in mind, too, that we can take the thorny matter of keyword management and analysis for your site out of your hands when you take advantage of any of our search packages. Our team here at PENNInk Productions is committed to helping businesses to get this part of their website SEO marketing right, so that the best possible foundation is provided for impressive rankings.
Edward Solomon has over 15 years’ experience in project management, technical education, computer networking, web design and development and is a Digital Business Consultant for PENNInk Productions Ltd.