When venturing into the vast world of search engine marketing, choosing the correct keywords can be a confusing experience. Luckily the experts at Promote are here to help.
Why Does Picking Keywords Matter?
The right keywords are paramount to any search engine marketing campaign. With the wrong keywords, you'll run the risk of a high click rate but a low conversion rate, resulting in a low number of sales. For many businesses, it can be easy to choose the wrong keywords by accident. You are an expert in the products/services you provide; as such you will be thinking as an expert. Many people using search engines to find products/services are not experts. Consider people shopping for gifts for a loved one/a friend. They might have no knowledge about your products/services at all, so you have to consider all potential customers and search queries when choosing your keywords.
Here are eight tips on picking the right keywords.
1. Create A Keyword Storm
Try and put yourself into the mind of a potential customer. What are they searching for? Write all of these possible searches and take note of any keywords or key phrases that reveal themselves. Make sure you keep this document as it will be very valuable when writing content.
In this document you can include various words and phrases that are associated with your chosen keywords. For example if you own a bookstore, don't just use keywords such as “paperback" and “books". Think outside the box, perhaps “author", “bestseller" or maybe even think about genres such as “crime novel" or “fantasy novel".
2. Look At Your Competitors
Pretend to be a customer and test out your chosen keywords with a few searches in your preferred search engine. Look at the people/businesses you will be competing with. This is a fantastic way to identify your competitors and make sure that the keywords you've chosen are applicable to your services
3. Think About Long-Tail And Local Keywords
Long-tail keywords target a specific search query. They are usually three or four words long and are a fantastic way of attracting a specific type of customer; as such they often come with a high conversion rate. Local keywords refer to a geographic location and are a great way of attractive local traffic.
Let's use the example above of a book store. Perhaps you have a guest author making an appearance for a book signing event. By using both local and long-tail keywords, you could create a blog with the keyword “Book signing in Manchester".
Long-tail and local keywords provide valuable insight into what customers are searching for. “Books" provides very little information about the customer's intentions. However, “Great books for Christmas gifts" offers far more information about the potential customer.
One fantastic benefit of using long-tail and local keywords is that they are less competitive. This makes it much easier to rank higher. Think about it, how many people search for “books" every day, but how many people search for “books in Manchester"? If you're a Manchester based book store local clicks may increase the chance of a visit. As 76% of local searches on a mobile device result in a visit/purchase within a day.
4. Use A Keyword Research Tool
If you need help finding keywords, you could use a keyword research tool such as SEMrush, Wordtracker or Keyword Tool.io. Keyword research tools can be used in order to find useful information about keywords and if/why they are useful for your business.
5. Use Multiple Types Of Keywords
Don't just settle on one type of keyword. Vary your approach. Different types of content favour different types of keyword. For example a blog discussing a local event is perfect for a local keyword and an article discussing a specific topic is ideal for a long-tail keyword.
Another type of keyword known as a body keyword is usually only two words long. For example a bookstore might choose to use the keyword “Romance Novel" in the weeks leading up to Valentine's Day. Body keywords like this are ideal for short sharable content such as social media posts. Which can be used to promote traffic to a blog post using a long-tail keyword such as “Romance Novels For Valentine's Day".
6. Remember Search Engines Are Smart
Search engines collect data from thousands of searches that happen every day. This allows them to accurately predict what users will be interested in. This allows you to make use of something known as LSI. This is where the keyword storm comes back into use. The words and phrases related to your chosen keyword can be used within your content to help your content rank higher. If you are writing a blog post about a new fantasy novel, some interesting LSI keywords to use within your content could be “adventure", “quest", “journey", “dragons" or “magic".
7. Get SEO Training From An Skilled SEO Agency
If you're looking to get that extra edge on your competition, SEO training can be incredibly valuable. At Promote we offer a fantastic SEO training service where we will help you learn all the skills you need to boost your rankings and choose effective keywords.
8. Hire A Professional SEO Agency
If training isn't for you, another great choice is hiring a professional SEO agency to create SEO content for you. At Promote our skilled copywriters will create interesting and relevant content using carefully selected keywords in order to boost your rankings in search engines such as Google, Yahoo and Bing.
Professional Search Engine Marketing From Promote
If you're looking for a professional search engine marketing service then look nofurther than Promote. With over ten years of experience and a vast portfolio of previous customers you can trust in our ability to bring your business to the first page of search engine results.
If you'd like to discuss search engine marketing options with our team, can reach them on 0845 050 2500. You can even meet our team in person, if you'd like to arrange a meeting please call and arrange an appointment. Alternatively you can direct any questions or queries you might have to our team on Twitter by tweeting at