Importance of Good Keyword Research
SEO marketing is important to any business that uses the internet, which is virtually all of them. Small, medium, large, or huge: all sizes of company, charity, and organization need to create an online presence. Imagine what would happen if someone was visiting your small town or moving from far away and discovered the competitor’s firm before yours because you relied on word-of-mouth from locals? You could lose that opportunity to provide a kennel for their dog while they find a place to live; the chance to establish a relationship with a potential volunteer or donor. You could miss the chance to sell landscaping services for the messy yard at an out-of-towner’s summer home in the country.
Keywords and key word phrases are fundamental to search engine optimization tactics. They are not the whole story, but this is where the concept starts. A potential client types words or phrases into a browser using Google, Bing, etc., and comes up with related businesses which are ranked by these search engines according to various factors. One of these is the words or phrases embedded in content found on websites, catalogs, affiliate sites, and blogs.
Choosing Keywords Carefully
How does a company establish which words and phrases are “key” or “critical?” How does a writer know what possible clients are going to type into that browser? The company’s marketing team or an outsourced SEO professional conducts research. He looks at search engine analytics, performs basic research like a regular customer, and becomes familiar with the industry a client works in to learn what words are most commonly associated with a product or service.
Not all search engines work the same. Some are able to interpret a keyword and find associated words on the internet. Others are extremely literal. This can work to the benefit of consumers if it leads to options they never thought of but can also yield an overwhelming number of results. That is why key word choices are important. They should be similar to what a consumer is probably thinking of without leading him to unrelated sites due to a problem with double meaning.
SEO professionals can identify these problematic phrases because they know how search engines work and are able to imagine the outcome. After some experience, they have probably seen the results before. Just think of how many times your children searched for a product and wound up looking at pornography, or a misspelled word led you from “joules” to “jewels” and vice versa. Selecting exactly the right words cuts down on the chance of this happening.
Local Search Engine Optimization
Another way to block results unrelated to a search would be to limit criteria by location. Not only does this direct clients right to your virtual “door,” but you are also cutting way some of the potential spam and filtering the number of potential “hits” to something manageable for the client. Why frustrate people by making their search harder than it needs to be? Create content which search engines will find easily and direct to the appropriate consumer.
To practice looking up keywords, if you have a Google account, you can log into your account, and go to “AdWords,” and experiment a little bit. This Google video, called How to use Keyword Planner, will walk you through the basics.