Unless you’re in the industry, you might not realise that keywords should probably be part of your marketing strategy. Don’t worry, we’re here to help!
What are keywords?
Keywords are used in search engine optimisation (SEO) to help customers find what they’re looking for on the internet. A keyword is basically an alternative way of phrasing what it is that they’re searching for. For example, someone who searches for ‘new trainers’ is also likely to be interested in ‘athletic footwear’. If your website had both phrases on, you’d have a better chance of being found in search.
Put Yourself in Your Customer’s Shoes
Think about the terminology that your customers will use when they are searching for your products. Unfortunately, just because you think it matters, the customer might not. The content (and the keywords used in your content) should be pitched to them.
Some products and services might be location based, such as a plumber who works within a particular area. If that’s the case, then using more targeted keywords within the written content on your site can help, too. For example, ‘software training’, versus ‘software training Cheshire’.
Consider Asking Questions
A lot of people type questions into Google, so it can help you stand out if you use questions as headings on your site. Consider the type of questions your customer will ask when searching for your services. And don’t forget to give them the answer!
Google, Google, Google
Write a list of alternative phrases which relate to what it is that your website offers. Bashing these into Google will likely turn out extra alternatives that you may not have considered. It can put you a step ahead of your competitors who are using the same old terminology, month after month.
Regularly check that the keywords you are using are still relevant to your business. This works the other way, too. Your site might be popping up in search results where the keywords match, but the topic doesn’t. The good news is that you can exclude these as negative keywords.