Fantastic Keywords And Where To Find Them: Tips For Selecting SEO Keywords
Managing your online presence as a small business owner can be difficult, but it’s incredibly important if you want to see success from your advertising. Some of the most effective marketing tactics today rely almost exclusively on online technology, particularly when it comes to how customers are discovering new businesses. Online search tools like Google have completely changed the face of advertising over the past several years, and a thorough knowledge of search engines is now essential to a successful business.
With so much information available and so many things to learn about improving your rankings through search engines, where should you start? One of the first things many SEO resellers look to when tackling a business’s online presence is their keyword selection. These keywords are what internet users search for to help find online results, and they are often responsible for people finding you online. Selecting the right keywords to optimize your website for can be critical to outperforming your competition in search engine results, so the next time you’re giving your website an update, check out these tips and choose keywords accordingly.
Know How Users Search
Chances are when you’re searching for general results to a query online, you’re not going to be typing in a specific brand name or business name. Often, when people are looking for information online, they won’t know exactly what it is they’re looking for. Instead, they’ll stick to a general concept like “restaurants” or “cafes” and select one of the many options that shows up. Instead of having all your keyword options include business-specific terms like your company’s name or a single brand you might carry, look for phrases that address broader categories.
Similarly, take into account the smaller differences that show up when users search. For example, you’ll likely see a lot of users looking for “restaurants near me” or “where can I find coffee?” While these keywords might be a touch more difficult to smoothly integrate into content, it’s not uncommon for people to type these phrases in during their searches.
Account For New Technology
Technology is constantly changing and evolving, and in recent years, people have been using these new innovations to change the way they look up information online. While you might not notice small changes to Google’s algorithm, major technological innovations can impact search results in ways you might not always realize. Artificial intelligence, voice search, and similar advancements are becoming more and more common in daily life. Even if you don’t use voice search programs like Siri or Alexa, they’re already changing how people look up information.
In addition to keeping your website mobile-friendly, be ready to update your website and keywords to be more effective with technologies like voice search. Most of these artificial intelligences will identify a key phrase from a person’s query, rather than searching for the entire question in full. Next time you use a voice search AI, pay attention to the phrases and words it latches onto to search.
Don’t Forget Local Business
When selecting keywords, many business owners tend to focus on general phrases and subject matter. While this can be a great strategy for casting a wider net and drawing in a larger number of users overall, they might not be the best for increasing your conversion rate. When drawing in internet users to your website, you want to catch the attention of the most relevant internet users possible. One easy way to do this is to include geographically-focused keywords on occasion. Instead of looking for just general “restaurants,” for example, an internet user might be looking for “restaurants in Chicago,” or “Philadelphia restaurants.”
If your business has a single location and area of operation, or possibly even multiple distinct locations, consider adding a keyword or two focused on attracting business from locals. That being said, you might want to pass on this strategy if your business is based entirely online or is focused on a national audience.
Try Alternatives To Industry-Specific Language
Businesses in highly technical industries might have a bit of a harder time selecting the right keywords to draw in business. Ultimately, you’ll want to focus on what demographic you’re looking to attract with your search engine optimization: end customers or other business owners. If you’re operating on a business-to-business model, you’ll be able to work with more industry-specific keywords and assume that your audience will understand the language. For a more general audience, try using keywords that are more familiar to a general audience. Not all people online know the exact language for the item or service they’re trying to describe, so synonyms can sometimes be your friend.
Track The Trends
In the age of the internet, trends come and go faster than ever before. Thanks to social media and the creation of hashtags, people are easily able to curate a variety of information, helping propel trends to internet fame incredibly quickly. While it can be tempting to include trendy keywords and phrases in your SEO strategy, do so with extreme caution. While staying aware of internet trends can be a great part of a social media presence, it might not be the best for improving your search engine rankings. Look for keywords that will support your business through multiple trends; this keeps your marketing strategy more stable for longer.
When working with search engine optimization, your keywords are just as important as your content and website design. Your keywords are directly tied to the language internet users will be looking for when searching for businesses like yours. While content and web design are still incredibly crucial, your keywords form the basics from which you can branch off and form the rest of your digital strategies. Choosing the most helpful keywords for your online marketing strategy can make or break your search engine optimization and determine where you end up on search result pages. Next time you’re updating your website or online strategy, take a look at your keywords and see what might be holding you back or helping you to thrive online.