What is a keyword?
When people are looking for information on the internet, they often type a word or phrase into the search bar. This word or phrase is called a keyword . The search engine ( google, bing, yahoo) then looks for the most relevant web site or web pages it can find about that specific word or phrase. Learning about keywords and SEO can significantly help your business website in gaining a stronger online presence.
Choosing and using the right keywords and phrases for your website is very important if you want to be found by people looking for your products and services on the internet.
You will need to come up with words and phrases that are searched for frequently and are the most relevant to your website’s purpose. Put some work into being classified by the search engines as having current and relevant information about that topic. The more relevant to the key word or phrase your web page has the better ranking you will get in a web search. You will want to rank in the first 8 spots to make the first page of a search.
In order to come up with the right keywords, you first need to know who will be searching for your website. This is called your target audience. It may help you to develop a character for a typical customer or a persona. To help develop these examples of your typical customer , look at your best current customers. Who are these people?
Developing a persona (or 2 or 3) will help you clearly target your website and your marketing. You can go as far as to choose a picture and write a biography for the persona. Now when you craft a blog or develop a marketing piece, write to the persona. This will help you get a clear picture of who your target audience is and help you keep your message to them consistent.
Questions to ask when developing your target audience persona
Are they male, or female, how old are they, do they have children?
- What is their education level, do they work in management or front lines?
- What do they do in a typical day? Are they spending the majority of their day at home or at work, where would they rather be? What do they do in their leisure time? Are they passionate about a cause?
- What are their pain points? What do they value most, what do they get excited about?
- How do they like to shop? What would their most common objection be to your product or service?
Make a list of words and phrases these target audience personas would type into the search bar when looking for your product or service. Look at newspapers or magazines your personas would typically be looking at to find buzzwords related to your industry or service. Ask current customers what words they would use. There are several keyword tools you can use to gauge what popular keyword searches are at any given moment, or get a good idea of what future keyword searches might be.
Choose the top 3 keywords you want to work on, make sure your website has google analytics set up so you can track your progress (at least monthly). Now use these keywords throughout your website; in the tags and titles as well as the content. Be careful, use the key words where they make sense, but don’t overdo it. Using the same word over and over on a web page is called keyword stuffing ,this is frowned on by the search engines.
Add content that contains your chosen keywords, you may want to add a new webpage specific to a product, or service or write a blog about something regarding your targeted key word. Consider a picture or diagram or video to help explain a product or concept.
Being found through a keyword search is one of the best marketing tools available. Keep in mind though, it takes some time and work to achieve being placed on page 1 or 2 for many key words. Once you make it, you must continue to monitor and keep providing fresh relevant content in order to stay in top ranking.