Hungry for spaghetti and meatballs?
Type “Italian restaurant near me” into your browser, and dinner is just a click away.
Whether your small business serves up pasta or provides consulting services, you need to know which keywords customers are using when looking for your site — and the role these words play in search engine optimization (SEO). The right keywords result in better SEO, which moves you closer to the top of Google’s search engine results pages (SERPs). Up your keyword game with the following tips to see your business climb the results list.
Optimizing for Google and Searchers
When you build a website, it’s not just about making it attractive for visitors — you must also make it easy for search engines to provide the most relevant results for a user’s query.
To do this, your website needs to be both visually appealing and have relevant, keyword-rich content. If you get this right, your small business will be highly visible on the first page instead of getting buried on page three. Why is this so important? Research shows that less than 10 percent of web searchers venture past the first page and more than half never scroll down past the first three results on page one.
It’s not enough to capture high-volume traffic. You also need to attract visitors who are ready to buy your products and services. It’s better to use niche-specific, long-tail keywords than randomly scattering the most popular search terms (which all the big competitors are using) across your content.
For example, someone may type in “veterinarians,” indicating that they’ve just started the search for a new pet doctor. But a person who types in “veterinarians in Boston who treat feline diabetes” is looking for a specific solution to his or her problem and will likely need a vet very soon. Long-tail keywords help you connect with serious searchers who are ready to take action.
Understanding Keyword Intent
When it comes to attracting high-quality traffic, using the right keyword is more important than stuffing multiple keywords into your content. That’s because it’s all about intent: do you want visitors to buy your product or are you more interested in educating and sharing information with them?
Commercial keywords like “discount,” “coupon,” “buy now,” and “compare” all appeal to the consumer side of web surfers. On the other hand, phrases like “how to,” “best ways to,” and “I want to” attract information seekers.
So how do you find the most relevant keywords for your site, discover how many searches you capture, and test your keywords to see how competitive they are? Here are five ways to discover the keywords that will put your business on the first page.
1. Keyword Planner
If this is your first time exploring the benefits a keyword strategy, start by reading Razor Social’s Ultimate Guide to Keyword Planner. The author explains how to access the data you need to test keywords and narrow down your research field to boost your competitive advantage. You’ll need to sign up for an AdWords account, but you aren’t required to invest in any paid advertising.
2. Google Trends
Relevant content is timely, helpful, and interesting. When you’re looking for blog topics and informational tidbits to keep your followers up to date on what’s happening in the world — gather your daily keywords from popular news sources. Google Trends is a great place to start. Select from categories like business, health, tech, entertainment, and sports to find the best keywords for your business or industry.
3. Do Your Own Keyword Tests
To find out what browsers see when they type in your long-tail keywords, type them into the browser bar. Then check out the ads on the top and bottom of the first search page — indicated with a little box that says “Ad.”
If you prefer, you can always create an AdWords account and let them do all the heavy lifting for you. Pay-per-click advertising will make sure your message gets to the top of the page.
4. SEMrush Keyword Research Tool
Keeping an eye on your keyword SERP, monitoring keyword competition, and delving into click-through stats will help you find the best keywords and quickly identify those that are ready for retirement. Resources like the SEMrush Keyword Research Tool give you valuable insight to help you optimize your website with traffic-generating keywords.
KeywordTool.io is a totally free alternative to the Keyword Planner mentioned above. This tool can generate more than 750 long-tail keyword suggestions for every search term. Plus you can specify the Google domain name and language preferences so that the suggestions are relevant to your business and audience.
These resources will help you develop an effective keyword strategy to boost your Google PageRank and start driving more traffic to your site. And if you’d like additional help improving your site’s SEO, give our experts a call at 844-295-3253.