While starting up a business or already having one, one of the most important parts of marketing strategy is being seen on the web, so your customers or potential influencer could find you. In that case, it is all about the words and phrases you decide your business will be titled for.
The mix of art and science
Choosing the right keywords is a tough combination of art and science. You should find a balance between the number of people searching for that particular keyword and competition for it. Although the subject is obviuos, not many of us do it well and do not have any problems with it.
Decision on what keywords your products or services should be searched for is simple, but a bit tricky too.
On the one hand it is certain that you should look for words directly connected with what you offer but the most obvious ones wouldn’t be a good choice. Not too generic or specific either. Take a while to think about your audience. What kind of words they could be putting in search engine while looking for your kind of product or business? Make a list of all the words you came up and the most relevant for your business. Short words are the most popular but more searches doesn’t mean better keywords.
If you rank on short „shoes“ or „jewellery“ there is a low probability that your website would appear and be found among your competition, especially for the small businesses or beginners. Most popular terms get less than 30% of search performance. The lower the competitiveness of a keyword, the better the chances for you to rank higher in the search results. Long-tail keywords are more beneficial. Try to be creative, think of all possibilities of the description. Taking into consideration whole phrases, e.g. „black leather shoes“, „men’s running shoes“ or „handmade beaded jewellery“, you narrow the focus, still keeping the broader focus too. That maximizes chances of being picked up in the browser. What’s more, it is not always about getting visitors to your website but gaining the right ones. Narrowing the search field to the long-tail keywords, more specific, you can get the right audience to your websites, which can convert in your targeted conversion (e.g. registration or purchase). But it works the opposite way, if you put too specific phrase or one that is not entirely connected with your offer, you risk that your website will be hard to find or your bounce rate will be increased by visitors that came and left, seeing your page is not what they were looking for. In the second case you should be also concerned about the accuracy of phrases or keywords with what is being presented on your page because Google can measure it and push at the end of the queue if it’s not matching. Your phrases shouldn’t be longer than 2-3 words, put in title tag for the browser and in headlines for the better user experience. In the content, target no more than 2-3 related key phrases per page. To much of them can be marked as black hat SEO – keyword stuffing – which is breaking of search engine rules and regulations and can lead to some restrictions.
Search queries are often framed in the form of a question, so you can use that phrasing to come up with relevant keywords. For example, a consumer may search for a phrase like “How do I install kitchen countertops?” or “How do I choose a kitchen countertop?” So choosing keywords like “install kitchen countertops” or “choose a kitchen countertop” is an effective way for you to reach consumers searching for those specific terms.
While thinking of right keywords you can also improve your chances of getting a much better page ranking result if you insert your location to the keyword or phrase. If you add name of the city or region within you can or would like to operate, you can fair better in your page ranking.
For example if you are looking for a sport’s shoes: “London sport’s shoes”, “London sport’s shoes shop”, “London sport’s shoes stores”
However, this type of approach usually entails that people are planning on seeing you in person when they do searches like this, so make sure that you only use this technique if you are open to the idea of them visiting you in person.
Do the research of your competition. Find out what your chosen keywords bring. That will help you make decision on which ones you got chances to rank better than others.
The “Other” Tools
There are many tools that can help you getting keywords ideas, among them you can try:
1. Google Keyword Planner – this tool will show you how a list of keywords might perform, and the average number of times people searched for those terms. This can, for example, help you to decide which keywords can help attract more traffic to your website and increase awareness of your product.
2. Wordtracker – generates a list of related keywords, including related keyword phrases and combinations. By clicking on one of the phrases it creates another list of keywords related to the one you have chosen, showing you the number of times that word or phrase was searched for in the previous 60 days.
3. Keyword Discovery – collects data form over 200 search engines, allows you to search keyword database for specific country or e-shops like eBay or Amazon.
Let’s do this!
Keyword research is one of the most important tasks along the whole marketing field. The right keyword can build your success, bring visitors and conversion that leads to profit. It is not 10-minutes job, just entering the words connected with what you offer – it is the whole process of constant market research and competition monitoring. Such tools as Colibri can help you manage the whole process with benefits for you. But still there are some crucial things you should bare in mind while choosing the right keywords. It is the mixture of art and science. Try to be creative with finding phrases that best suits your business but remember to be aware of how your audience is searching for such kind of products or services, how competitive those terms are and how can you improve it.