Keywords is what clients and customers are typing on the Google search box while looking for an answer. The word “Google” has now become an action word and “Google it” implies finding a relevant result on the internet. If you own a business and like to establish your presence online, being on top of the Google Search Engine Results Pages (SERPs) can contribute to the success of your digital marketing campaign. Companies are now spending money to do Pay-Per-Click (PPC) advertisement on the search, this is good but I would always recommend to improve the website first before running the search ad. It is a waste of money to get a click and drive the customer to the page only to see it cluttered with no sales page related to what they just clicked thus leading to no conversions.
Search Engine Optimization (SEO) is the organic or natural way to rank on Google and other search engines, starting the website right can give you a long-term and stable ranking position without paying for every single site visitor. Start your SEO now with these techniques:
1. Run a keyword study using “Keyword Planner” of Google Adwords – This tool gives you an idea of the average monthly searches (tells you if the keywords you are eyeing is actually being used), when the keyword is mostly used in a year, offers keyword suggestions, and provides other details when running an ad.
Login to Google Adwords using your Gmail account, at the menu bar, click “Tools” then from the drop-down go to “Keyword Planner”. From the page and under “Find new keywords and get search volume data” go to “Search for New Keyword using a phrase, website or new category”.
The result will give you hundreds of ideas on top of your initial terms. Note that high volume does not always equate to sales. What to consider is the relevance of the terms to the brand when they are being searched by possible clients. Long term keywords (three to four words) or very specific terms may have low search volume but clients already have interest with it so it is good to consider.
Short tail keyword: Marketing, Digital Consultant
Long Tail keywords: Online Marketing Consultant Philippines, Top Integrated Marketing Agency
2. Make your product or service clear – Be on point and immediately define what you are offering. Properly distribute the keywords that you have pre-selected to the text content of your web pages. Save your images using your brand name and keywords.
3. Learn to apply meta tags (title, description, keywords) – These are snippets of text that describe a page’s content; the meta tags don’t appear on the page itself, but only in the page’s code.
This is especially useful in making your website stand out on SERPs for the site visitors to notice and tells Google bots about what the page is about. If using WordPress, Yoast is a very good plugin to apply the meta descriptions.
4. Use a friendly navigation and keep everything in place – Simplify the design and make everything a click or two ready and easy to access. Buttons, menus/submenus should be user-friendly and should not appear like a maze.
5. Check if your site is visible on google by typing: site:yourwebsite.com on the search box – make sure to generate XML sitemap and that robots.txt file is in place, you can ask the help of your developer or consultant as this will require a bit of a dirty technical work (but if you have few extra time, there are many How-To online resources to explore).
7. Your URL structure should be clean and can identify what your page is all about.
8. Consider creating a blog page – I have written a couple of topics about this before to help mobilize your content strategy. A new blog post drives web traffic, more opportunity to use your keywords, become an authority and go-to person in your industry, and signals Google that your website delivers fresh contents. You may refer to these links: Pursuing a Blog Project: 7 Pre-Writing Considerations, 6 Blog Ideas for Your Company Website, and Reasons to Create a Blog Page.
Remember, you are making your website appealing to both your human visitors and Google bots (or also called “spiders” that crawl billions of websites in the world to discover new and updated pages to be added to Google index) so optimizing for the two is essential in building and maintaining web traffic.
Shoot me an email for more suggestions, questions, and clarifications related to the topic. There are more possible techniques to consider but this list should be a good start.
Main image courtesy of tiramisustudio at freedigitalphotos.net