Keywords Analysis – Are your search terms relevant?
Keywords Analysis Are your search terms relevant
?
In order for your website to be search engine optimised, your on-page text needs to include a healthy percentage of your keywords.
What are Keywords?
Keywords are words that most commonly describe your product, service, brand and/or strapline. For imp-ressions we would class "website, design, development, lincoln, plymouth, imp-ressions" as our keywords as they are key terms for our business.
If your business sells green rocking horses, your keywords would include the words "green, rocking, horse, your location, your business name."
Search queries
Many website owners include Search Engine Optimisation (SEO) as a major strategy in marketing their products online and setting the right keywords are a major factor of SEO.
Therefore, your keywords need to reflect the search terms that web visitors type into the search engines, for example:
A web visitor that is searching for a company to rebuild their new website is not likely to type "website design development lincoln" and it would not be beneficial to build your keywords around a one-word keyword strategy like this. Nor would it be useful to use the terms in isolation unless they were linked.
A web visitor that is searching for a company to rebuild their new website is more likely to type "website design company in Lincoln". Therefore it is more beneficial to use a keyword strategy that mirrors the exact phrase that visitors type.
Two-phrase and Three-phrase optimisation
As explained above, it is more beneficial to use a two- or three-phrase keyword strategy so that they reflect the search terms that visitors type into the search engines. Getting the closest match is what Google (and the other search engines) aims to feed back to the user.
If your business sells green rocking horses, your strategy would need to put this term together as a three-phrase keyword term as often as possible in your page text.
Competition
It's likely that your keywords will also be the keywords of your competitors so it is advisable to add your niche keywords into the equation.
If your company prides itself on being, say, professional and affordable (like imp-ressions!) then you would add these to the list, so that when web visitors type "professional website design company in Lincoln" you have created your niche.
Although the search engine traffic would be reduced for these terms, you will be directly targeting those that specifically typed in your keyword phrase and then they have found exactly what they asked for.
Key Learning
When you are creating your business's keywords, bear your keyword search terms in mind and match them to what visitors are typing into a search.
Getting the closest match will have more targeted traffic that are more likely to result in sales, conversions and enquiries. Competing on brief keywords may result in traffic, but the percentage of conversions will dramatically reduce.
As a colleague once taught me, traffic is for vanity sales are for sanity. Competing on single search terms is not only futile, but requires more work in the SEO process to get the site recognised.
For further details of our web services, which includes SEO (that we do in-house and do not outsource to external parties) or for more information about imp-ressions, web design for Lincoln, Plymouth and the UK, please visit our website at www.imp-ressions.co.uk
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