Are You Using the Best Keywords?

"Keywords" are the words and phrases that you want to be found for when someone searches for them. Most websites don't get found. This is usually because of poor or ineffective SEO. However, another reason may be that you are wanting to be found for the "wrong" keywords.

Now this might sound daft. After all, if you are a lawyer, then you would want to be found by people searching for "lawyer". However, this is very competitive, and it might take too long, if indeed it is possible, to gain a high listing in the search results. Perhaps it would make more sense to go for other, related, keywords. They might be less competitive, yet still have enough people using them to make it worthwhile.

Spend 1 minute going through the following. Think what your primary keyword is. Now consider the following:

  • Synonyms, similes and related terms;
  • Typos, spelling mistakes and plurals, and;
  • Different expressions that are technically correct, or used in your trade, or used by your customers.

And then add in location, pricing and other adjectives.

Suddenly you have a much longer list.

To give you an example, we have recently been undertaking a keyword research project. We started with one keyword. It was actually just one word. There is now a list of 43,684 (and counting).

Granted, some of these generated keywords are irrelevant, but already 179 have been implemented. Another 3,898 have to be, leaving 35,194 still to be assessed!

This is because, in addition to generating such a comprehensive list, you should then consider the potential value of each: how competitive it is and how many people might be searching for it.

If you are relying on just one or two keywords, then by now you will realise that you are up against it. If you have already undertaken such an exercise, then congratulations. Although this is how it ought to be, very few websites give this any consideration.

So what if you have a problem? If you don't care about your website marketing, then it's not really an issue. However, you wouldn't have read this far, would you?

Usually I would suggest that you first contact whomever looks after your website marketing. However, they should have done this already, so contact me, and I can tell you how we can help.

By Kenneth Mackay, 29th July, 2014

This is one of a series of articles that deal with common issues when promoting your business online. We hope that you found it useful. Go to our online marketing tips to see previous pieces of advice. If there are any topics that you would like covered, please let us know.

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