Spending hundreds of dollars trying to connect with your local audience but seemingly fail each time? Or are you just looking to make your product or service sell, but aren’t sure how to go about it online?
Increase conversion rate, drive in more calls and texts, and improve ROI – it’s all possible with the right search engine strategy. You are missing out if you haven’t yet thought about it – as many as 70% of mobile users check Google search and Google Maps to find a business or service that can meet their needs. If you don’t get noticed, you are sure to lose out.
Climbing up search engine rankings such as Google and Bing search rankings are a lot easier now – all you need to focus on are the right keywords.
Keywords are the foundation of all SEO tactics. Whether you are looking to increase traffic from organic searches or planning a PPC campaign, keywords can make it or break it.
So what are keywords?
To keep it simple, keywords are the terms that people use to search things on Google and other search engines. For example, when someone types in ‘Chicken home recipes,’ the three words are keywords. Based on your strategy, ‘home recipes’ can also be your potential keyword.
You target the keywords associated with most searches and implement it on your website and content strategy to get discovered and increase your rank in Search Engine Result Pages (SERP). That means if you target the right keywords your website can feature on the first page of SERPs and more people will be likely to click on it.
The Basics of Keyword Optimization
Keyword optimization is important whether you are trying to increase paid or organic traffic. It’s a process which involves choosing the right keywords and using them on your website and content.
It consists of three main stages:
1. Keyword research and analysis
2. Determining the potential keywords
3. Implementing them in your strategy
How to choose the Right Target Keywords?
You need to consider various aspects of a keyword based on your objectives. The most common way to find keywords is going by their popularity:
Keyword Search Volume
It makes sense to choose the most popular keywords or the ones which are most searched by users. You can use different online tools like Google Keyword Planner to check the metrics of a keyword and their keyword search volume.
The tools generally display search volumes, their positions, associated keywords and other useful information.
If you pick a popular keyword and use it then it makes greater chances of success- but it may not be the case at all times. Remember to be attentive to keyword search volume.
Low Competition Keywords
High volume keywords have already been used by other authority websites and it’s difficult for a new website to get rankings based on them.
That’s why it is a useful strategy to target keywords that are not that popular or low in terms of search volume. It gives you better chances of success and you can also adopt other techniques like using long tail keywords.
It’s a no-brainer that your keywords should be relevant to your web page or service you are promoting. If you are selling hot dogs obviously you aren’t going to choose keywords related to pastries!
You need to lead searchers to relevant information or service using the keywords for maximum chance of conversion.
Implementing the Target Keywords
Now that you have selected the target keywords, it’s time to use them properly on your website and its elements.
The URL of your business website or any web page should contain the main keyword. You can put the keyword in file name slugs for best results.
Any title tag should contain your target keywords. Try to include the keywords towards the beginning of the title so that it attracts the most attention from search engines and users.
When you are describing your product or service, throw in your target keyword once or twice in the text. It will get more clicks from users and is a nice way to optimize your website.
The images on your website can also be made to increase your ranking. Include the keywords in different elements of an image like its file name and image alt attribute.
Your link building strategy should be the focus of your SEO efforts. Put the target keywords in all internal, navigational and inbound links.
The content on your website must have the target keywords included in the text. This applies to your business website and any blog post or article you publish.
You may need to carry out research keyword search volume another time based on the subject of your content. Use the keywords naturally in the blogs and posts so that the search engines put your page on top of others in the SERPs.
Using Google My Business?
Even if you have a local business and want to use Google Maps to reach out to your audience, the right SEO strategy with the proper keywords help!
Looking to connect with your local audience? Google My Business is what you need.
– Connect with customers whenever they search for a product or service you’ve to offer on Google Maps.
– Connect with your users through Google My Business across different devices – from desktops, laptops, tablets and mobile phones.
If the question is, how to get more leads, or where can I find more clients for my local business, the answer is one – Google Maps
Maintaining Optimum Keyword Density
You may be tempted to use your keywords on every chance in hope of getting more clicks. But stuffing your blog or articles with too many similar keywords can produce negative results. Thorough research on keyword search volume is a must-do.
Algorithms of search engines like Google consider a page irrelevant and spam if it finds too many keywords in the text. Instead of achieving a high rank, your page will be discarded as unwanted results.
That’s why it is really important to keep the keyword density at an optimum level. Different people have different concepts when it comes to keyword density- but as a rule of thumb, you should keep it between 1% and 2% of the total word count.
Optimize Keywords Regularly
Keyword optimization is not a onetime process. You need to be aware of the latest keyword trends and find the right ones to incorporate into your strategy. It’s a continuous process and will depend on your objectives and how search engines work.