Keyword Research - Necessary or a nuisance?
Updated: Jan 15
If your website were a person, SEO would be the life-force that drives it. Many small businesses don’t understand SEO or its importance. In this post, I’ll break it all down for you, and teach you how to easily improve your website content so you can rank higher in google.
SEO stands for Search Engine Optimisation. It’s basically the act of improving your website, so you increase the quality and quantity of people coming to your website organically. There are lots of different ways to improve SEO, but today I will be focusing on one of the most basic and easiest ways, Keyword Research.
Keywords are words that can be used to describe your business. Start by grabbing a piece of paper, or a pages document, and writing down every word that you can think of that relates to your business. For example, a plumber might use the words ‘plumber, plumbing, pipes, clogged toilet, broken sink pipe’. You want to use words that the customer will be searching, as well as the words that you can think of.
Although someone may call themselves an ‘IT engineer’, that's not what a customer is going to search. They will probably be looking for ‘help with my computer’. Therefore, when you are making a list of your keywords, make sure that you are trying to think in the mind of someone searching for your product or service.
Once you have a big list, you need to refine them and pick out the best of the best. You can go to this website, UberSuggest and type in your keyword. It will show a complete breakdown, including how many other people are using this keyword. This is super important. If there are huge companies that are ranking for this particular keyword, it might not be a good idea to use it, as it’s very unlikely that you would be able to compete with them.
In this instance, you can see that the word ‘plumber’ is searched a lot, and is very hard to rank for. The higher the SEO difficulty number, the harder it will be to come up on google. If you go over to the menu on the left, and click ‘Keyword Ideas’ it will show other words and/or phrases that are also searched. This can help you understand what people are wanting when they search for their particular query.
Another way you can drive traffic to your site is by using the same keywords as your competitor, and therefore ‘stealing’ traffic away from them. By typing your competitors URL into UberSuggest, it will give you a full breakdown of their website analytics, including what keywords they are using, and how many people are coming to them because of these keywords. This can give you extra ideas, and also help you understand what keywords people are actually using.
Armed with this information, its now time to actually utilise it. The point of all of this, is to put these keywords into your website content, so that when google brings up results of a search, it sees that you have those specific words on your website and therefore may well rank you as the
number one result. Make sure you use these keywords as often as possible (without being too repetitive!) and watch your organic traffic skyrocket.
Another crucial tip, is to go into the SEO information on your website. In your website dashboard, there will be the ‘description’ boxes where you wrote about your business. Make sure that you are using your keywords in this section, as well as your google description and SEO tags.
For example, on a Wix site, this is the description that will show up on Google. This is one of the most crucial descriptions, so make sure that both your title and description include your keyword phrases. Google will pick up on your keywords, and rank you higher organically.
So, here is a quick rundown of the most important things when doing your keyword research.
Get a piece of paper and just write out every word that you can think of that describes your business. You won’t use all of them, but even just seeing them all out on paper can give you extra ideas for keywords.
Make sure you are thinking in the mind of your customer. It doesn’t matter if you think you have the perfect keywords, if your customer isn’t searching them, then you aren’t going to get any traffic! Think about what you would search if you were looking for your product/service, and then expand on that.
Use UberSuggest to see what your competitors are doing. They could have discovered a niche that you didn’t know about, and by using the same keywords you can bring in extra traffic from them.
Check that you have updated all of the different descriptions on your website. Go into all of the different sections and make sure your keywords have been put everywhere. Even having one ‘description’ with no keywords is enough to bring down your overall average.
All of this was only a brief introduction into SEO, which is an incredibly broad topic. If you are wanting to do some really in-depth and intense SEO, there are many resources on google that can help you do more of the advanced things. For now, I will be focusing on the things that are relatively quick and easy for business owners to do.