Making sure that your website is targeting the most effective keywords for your business is essential for any SEO campaign. This is how your website will be found amongst the millions like it and also how it will attract readers and customers. When setting up a website, many business owners are attempting to perform keyword research, with the very best intentions, but without the understanding of a few vital points. This article outlines these points so that you can start finding keywords that will be most beneficial to your business.

The Best Ways to Research Your Keywords

Make Time

The first thing to do when beginning your keyword research is to make time for it. Actually put some time aside to spend doing some real research. Keyword research does take time and if it’s rushed through you won’t be getting the best words for your business. When choosing keywords, if you ever think ‘that’ll do’, it probably means that it won’t do, and you need to do a bit more research.

Your Niche

Now that we have some time, let’s think about things that make your business unique and special. Having these points in mind really helps to identify your niche and know which keywords fit with your business and which ones don’t. Plus, these points will then be reflected in your choices and the visitors to your site will have found what they were looking for.

Start Specific

When selecting keyword phrases to research, start with very specific phrases and work backwards to the broader phrases. For example, if you owned a Motor Mechanic in South Australia and your unique points or strengths were that you were family owned and female friendly you might start your research with ‘Adelaide female friendly mechanic family owned’, then try ‘Adelaide female friendly mechanic’ and so on until you start finding some positive results. Don’t forget that each page of your website is separate and should be optimised for its own set of specific keywords.

Making Choices

Which results are good? How do I make a choice? Ideally we want to be finding keywords with a high search volume, but low competition. In other words... a phrase that a lot of people are searching for, but with only a small amount of websites appearing in the search results. So, when researching, keep a shortlist of possible options and their search volume and competition so you can keep comparing. Once you think you have enough possibilities on the shortlist (we usually aim for between 15 and 20) it’s time to start the process of elimination. Which phrases best describe your business and also have enough searches to be worthwhile optimising for?

Competitors

If you get stuck for ideas or just want to be as thorough as possible, check out what your competitors are up to. What keyword phrases are they targeting? Are there any there that you didn’t think of that are perfect for your own site? Speaking of competitors, make sure you stay realistic about your goals and possibilities of each keyword phrase. If you’re a new hamburger shop, don’t pin too many hopes on topping the big names like McDonalds or Hungry Jacks (Burger King) for the keyword ‘burger’ or ‘value meals’. Find your niche, where you sit in the market and how to attract the people who are looking for your products.

Think Like Your Customer

One last point for finding keywords and researching... is to put yourself in the consumer’s shoes. Think about what they would type into a search engine to find your business or the products you sell. Often business owners can’t see the forest for the trees. Don’t be afraid to ask around. Employees, friends, family and best of all, your customers, will all have valuable input to help you start finding keywords that are perfect for your business.

Common Mistakes and Problems When Keyword Researching

• Making keyword choices that are too broad – If you hire out karaoke equipment and you optimise your website for ‘Party Hire’, not only will the competition be fierce, but only a small percentage of people typing in ‘Party Hire’ are looking for karaoke hire.

• Including search terms that are too technical – Let’s say you have a Laser Skin Care Clinic. Optimising your site for ng:yag laser is probably too specific, and would only be known by industry professionals.

• Being too close to the business – Often business owners see their business very differently than an outsider does. The general public and the company director can have fairly different opinions on the company’s strengths and unique assets.

• Using an SEO company that recommends keywords that have incredibly low competition, but also very low search volumes. You will get onto page one in the search engine results, but with no real increase in traffic or sales.

Hopefully, we have answered some questions and given you a better understanding of keyword research, finding keywords for your website and choosing the best ones for you business. Please contact us with any questions or comments.