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When initiating an SEO campaign, your initial step should involve selecting the appropriate keywords to focus on. This decision significantly impacts the click-through rates to your landing page or blog post and, more crucially, aids in attracting the specific target audience you aim to engage.
Failing to grasp a keyword’s potential could result in a substantial waste of time, effort, and resources on those that offer little return on investment. Mastering the art of conducting thorough keyword research is essential to pinpointing the most effective ones for you.
Discover the Balance Between High Search Volume and Low Competition
Keywords are not always straightforward. High-search volume keywords are typically competitive, making ranking against established brands and websites challenging. On the other hand, long tail keywords have less competition but also lower search volumes.
Within this spectrum are keywords with substantial search volumes yet low competition. Identifying these gems can greatly benefit your SEO efforts. While rare, with thorough keyword research supported by effective SEO tools, uncovering these valuable keywords becomes more achievable.
Enhance Your Keyword Placement
When optimising your SEO services, consider the placement of keywords carefully. Some individuals haphazardly scatter keywords in various locations, assuming this will boost their rankings. However, search engine algorithms evaluate keywords based on their strategic placements. Position your keywords in key areas such as:
- Page titles
- URLs
- Meta descriptions
- Headings and subheadings
This strategic placement ensures that search engine algorithms, like Google’s, can easily identify the keywords when scanning your website.
Google Business Profile
Google Business Profile (GBP) significantly influences local SEO. Maintain an updated and well-optimised GBP if you cater to specific regions or operate physical stores. Additionally, consider leveraging other directory listings to enhance local visibility. For instance, ensure inclusion in your local newspaper’s business directory with a website link.
When reviewing your GBP and exploring citation options, ensure consistency in your business name, address, and phone number across all platforms. This consistency fosters trust with Google and instils confidence in potential customers.
Utilise Long-Tail Keywords
Long-tail keywords are longer and more specific keyword phrases commonly used by visitors when they are close to making a purchase or using voice search. While less frequently searched for than shorter ones, these keywords can yield significant benefits when employed effectively.
Unlike the intense competition seen with shorter keywords, which results in scattered visits and lower ROI, strategically using long-tail keywords can lead to a higher return on investment despite attracting a smaller amount of traffic. By targeting your audience precisely with long-tail keywords, you can reach potential customers who are closer to purchasing your competitors who may be less experienced in this approach.
Use Targeted Keywords
SEO goes beyond identifying common search terms to uncover what both users and search engines seek, driving more traffic than organic social media, which contributes to over half of online traffic. Thus, placing keywords at the core of SEO means integrating them into all aspects of your strategy, rather than haphazardly scattering them. The crucial first step is to initiate keyword research. Use tools like Ahrefs, Google Keyword Planner, and on-site search bars to ascertain broad search intent and primary keywords.
After discussing the components of an SEO campaign, you can either independently launch and implement your campaign and rely on chance for success, or collaborate with a data-focused SEO agency to develop a custom SEO strategy aligned with your business objectives.