We live in a fast-paced digital world where time is of the essence, and convenience plays a significant role in almost all of our daily activities. If you’re walking down the street and want a quick bite, you are more likely to turn to your phone or mobile device to look up “restaurants near me” than you are to ask a passerby. Because we turn to Google and other search engines to answer our questions, it is more important than ever for marketers to implement effective internet marketing tools into their plans. Internet marketing tools allow businesses to reach a wider audience and give us the opportunity to generate revenue in a way that traditional marketing methods can’t.
People put their trust in the internet—if we want to read reviews about a product or service before we make a purchase, we rely on what Search Engine Results Pages (SERPS) tell us. As mentioned earlier, we love the convenience of Google and clicking past the second page of Search Engine Results just requires too much work. Some businesses underestimate the importance of landing on the first page of Google, and further to that, are unaware of what it takes to get there. Your company doesn’t achieve a high SERP ranking magically—it requires the careful implementation of the proper Keywords. Is SEO the best marketing tool in 2016? Although my opinion may sound biased, I believe it is. One of the main elements of effective SEO is quality original content on your website, as well as well-crafted copy that includes relevant keywords.
The first step is finding the right keywords that are relevant to your business, are frequently searched by your potential customers, and that focus on your internet marketing campaign. To find what words are being searched, you need to take the proper measures in conducting Keyword research using the free Google Keyword Planner.
By typing a keyword, or a key-phrase (long-tail keywords), a search query is performed and in a fraction of seconds, Google’s newest algorithms crawl the millions of webpages online, and analyze them using spiders. Spiders look for matching keywords and keyword phrases in the relevant content of these pages. Matching what your target audience is searching for with the content you publish online is what drives your SERP. The more your content and keywords align with your market, the better quality of your traffic. Quality traffic and unique visitors that are market qualified are the ones that are likely to convert into paying customers—driving revenue and supporting your bottom line.
If you are a proud business owner like I am, then you obviously believe in your product or service. Think about some of your current customers and words come to mind when they think of your business. Making a list of words that you associate with your company is a great step in putting yourself in your audience’s shoes, and will make streamlining, or shortlisting the best words easier. Google’s Keyword planner can help you refine your list of words by showing search insight, metrics and statistics for word and also suggesting words that might better target your customer. Be sure you’re accurate when using keywords, and not implementing words because they’ve yielded high search results—Google can pick up on irrelevant words being used in content because stylistically, they don’t flow, or are inconsistent with the rest of your web copy.
Broad Keywords are necessary when developing your content, however, using them may not be as effective as you think. Because these words are vague, you will be facing many competitors. If you own one of the many vegetarian restaurants in Toronto, and think using the word “restaurant” will impact your SEO ranking please think again. With the number of restaurants in the city in the thousands, your competition will be considerably high, and using this word alone will not rank you anywhere near the top. Being more concise with your copy, and using a phrase like “best vegetarian food in Toronto” is more likely to attract higher volumes of traffic.
If you sell more than one product, make sure to perform keyword research on these specific products or services. Researching categories and using very targeted keywords will further improve the quality of your traffic, and convert visitors into buyers. Additionally, maximizing long tail keywords will contribute to the success of your Search Engine Optimization campaign. “Best SEO in Toronto” is a very specific long tail keyword that drives visitors to our site (obviously, because we’re the best). The Best SEOs and Content Marketers ensure they use precise phrases when creating blog content, and also keep their content fresh and consistent. Keyword research is a cost-effective and valuable tool that can maximize your SEO and internet marketing campaign.
When we speak to real people, we ask questions using complete sentences—but when was the last time you Googled a complete, grammatically correct sentence? We’re a society that loves convenience, abbreviations, and shortcuts.
“Define long tail keyword.” Ok, but before I give you a definition, let’s refer to the first sentence of the paragraph to see a perfect example of one. From an SEO standpoint, a long tail keyword is a combination of three of more words that are more specific and used to target a particular demographic, as opposed to a mass audience. Because long-tail keywords are more focused than single-word searches, fewer people query those word combinations. However, the ones who do are more market qualified than those who enter general terms in a query. Long-tail keywords have less competition in searches, and when we implement them into relevant web copy, they allow you to achieve higher SERP, in a shorter amount of time. More quality traffic means higher conversion rates and more revenue for you.
Not all keywords are created equally, and you should keep this in mind when you’re integrating them with your content. Creating a list of these very useful terms may take some time and some research, but being one step ahead of your competition and establishing yourself as an influencer in your industry will make it pay off. For more information on copywriting and content marketing, SEO, and increasing your targeted traffic, contact me for a free Search Engine Optimization consultation today.
Chris A. Hughes