At the heart of a good search engine optimisation plan there is strategic keywords. With the right keywords, you can use all kinds of tactics, from on-site optimisation to content marketing and link building, to earn higher rankings and attract organic traffic.
There’s a lot that goes into choosing the perfect keywords: researching specific words, comparing results, analysing the competition and testing words and phrases, amongst other things. But, it all starts with brainstorming.
Here are a few things you can do to make your brainstorming more effective, so as you take those next steps you can narrow down your keyword list and create a successful SEO plan.
Describe your Business and Solutions
Start by listing words you use to describe your business, products and services. Write down things like your business and product names and don’t forget to use formal names as well as more casual words. For example, a car dealer may target specific model names as well as terms like “compact car” or “energy-efficient car.”
Then, move on to words that describe solutions you provide. Sometimes people search for a solution when they don’t know what kind of product they need. The business above may target phrases like “affordable family cars” or “sporty cars,” both of which could bring relevant traffic.
Consider your Location
Tailoring your SEO campaign to your location can help you come up with more specific terms and phrases and help you attract a local market. Add some keywords to your list that describe your location by adding city names, neighbourhood names, street names and community or geographical area names to other keywords.
For example, the phrase “London affordable furniture store” is specific, so it is likely to achieve rankings and it targets a local market.
Think like your Target Market
Now, start thinking like your market and list words or phrases people may use when searching for your business or products. The key here is to remember that you may describe your business very differently than your market would.
Of course, some of these words may have come up in the last two steps, but now is your chance to add words that customers type into search engines. You may have very specific, jargon-filled words for your products, when your customers may be searching for something more simple.
For example, is your target market likely to use your business name or an abbreviation you use? Would people search for the name of a product line or a descriptive term like “do-it-yourself supplies?”
This last step is very important because it ensures that your SEO campaign will be designed to work the way your audience works. If you target only keywords you want people to search with, you will miss out on traffic you could be getting if you target keywords people are actually using.
Once you have a good list of keywords, start doing research into each one and narrow down your list so that you target the words that are most likely to help you be competitive in earning search rankings and attracting the right audience to your website.