The first and some would say the most important step in the SEO process is keyword selection. Choosing the right keywords will determine the effectiveness of your search engine optimisation campaign and help ensure that your website receives the right amount and type of visitors it need to deliver a return on your investment.
Firstly, we ask you to choose a list of keywords that you wish to target for your website. We can then check these to ensure that they fit your industry and the products and services you sell. We will also analyse your choices and optimise the list taking in to account, search volumes and competitiveness. Ideally we would want to target keywords that have a high volume but with the lowest competitiveness.
Search volume = the number of time the keyword is entered in to Google.
Competitiveness = the number of search results returned by Google.
Relevance is what Google is really looking for, there is no point trying to rank for keywords that are not relevant to your small business or the content on your website. Google will spot this straight away and is likely disregard or even penalise any attempts to rank unrelated keywords.
Google’s search algorithm is now very advanced and it is always looking for things that don’t look right or natural. Google will easily spot if all your back links contain the same anchor text. This is why we use multi-tier link creation in our SEO packages and don’t just build links containing your keywords. Each month we can adjust the anchor text of the back links that we build to provide diversity while maintaining relevance.
Although “short tailed” keywords tend to have higher search volumes, they also tend to be more competitive. So targeting longer tailed keywords with a lower amount of competition can get you ranked more quickly. The other advantage of targeting “long tailed” keywords is that they tend to drive higher quality traffic and that can make a big difference to your sales conversation rate.
Let’s take a website selling “slimming tea” as an example. The relevant short tailed keyword with the highest search volume would be “weight loss” but this keyword is so competitive it would be almost impossible to rank well for in the short to medium term (68,500,000 results). By choosing a longer tailed keyword to target, such as “which is the best tea for weight loss?” (128,000 results) you will be able to rank faster and high. The traffic you will receive from this keyword will also be more targeted and much more likely to convert in to a purchase.
The best tips is to always to put yourself in the mind of your customer and think, what would they be searching for and use this to help with your keyword research.