Search engine marketing has become an important tool for business as it helps generate high quality leads to a website. Majority of consumers go online to find information on seeking new products services etc. this is known as navigational search.
Brainstorm
To start this process the first thing you should do is brainstorm all the words or phrases that are related to your product or service. Having a clear mission would allow you to outline what makes your product or service different from the market. Consequently, helping you find your niche and give you higher conversions. In addition, your customers would be able to find you easier.
You can do this by asking yourself 4 simple questions:
- What is my product or service about
- What services do I offer?
- If you were a customer what would you search for?
- You can even ask people what words or phrases would you use to find my product or service online?
Don’t forget to write these down as by answering these questions you are able to narrow down specific keywords later in the process.
The Longtail
Since you got an idea what your potential customers are searching for its time to create your final list of keyword phrases and extend them down into a long tail.
Why long tail keywords?
Some markets are highly competitive as big institutions have the investment to dominate the search results and therefore it makes it harder to rank.
Imagine you are a small business in the retail sector that sells beds you are trying to rank with the keyword beds you would have to use the long tail method. The example above shows that “Beds” is broken down to “kids bed” and broken down even further to “Kids Bunk Beds” this is called the long tail. The less specific the keyword the harder it is to rank as everyone is competing to rank for that same common keyword “Beds” including dreams the bed company. However, the more specific you get (Kids Bunk Beds) with your keyword the easier it is to rank the term as it gets less traffic.
Google Adwords
When doing keyword search Google AdWords is an important tool to help you analyse the competition, average monthly searches of your keyword and biddings.
ADS – shows the organisations that are paying for listings.
Google competition– identifies the competition for that keyword.
The example above suggests that “bunk beds” is a terrible keyword to rank. This is because the Google competition is 20,900,000. Google AdWords also suggests that the competition is high. However, it does receive 10k-100k searches a month which is good but you probably not rank for. As the majority of customers click the top 3 search results.
If you ever get stuck on what keywords to search for Google AdWords provides you with suggestions you can use.
Google Trends
Another tool you can use to analyse keywords is Google trends. Google trends allow you to estimate traffic. It can help you visually analyse keywords by looking at the regions where the keywords are working what kind of traffic they are receiving.
Tracking Progress
To see what key organic phrases your competitors are ranking for use SEMrush. Therefore giving you a better insight into your competitors as SEMrush reveals if they are paying for search and backlinks they are using to rank. This information you can use to regain your market share.
Google search console is another tool that helps your business find out which queries created the most traffic in the search result.
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