While standard SEO and video SEO work in very similar ways, optimizing your video content for search requires special considerations for many of the steps, including one that is often overlooked: video-centric keyword research. Keywords are the building blocks of successful SEO, from the creation of the content itself to the identifying and tagging stages. But if you are simply applying your standard SEO process to your video content, then you’re missing a key piece of the puzzle.

Why Keyword Research is Different for Video SEO

Let’s look first at the optimization process for Google natural results. According to Forrester’s 2009 study, it is more than 50 times easier to get ranked in the first page of Google results with a video than with a standard text page. (The study is a bit old, but is still probably pretty ballpark.) Great news for video marketers! Now for the bad news: not all search terms will yield video results. In fact, Google has and will continue to spend a significant amount of time determining when video results make sense and when they don’t.

Video Results in Natural Search

To test it out for yourself, search for the following two phrases: “history of fire pits” and “how to build a fire pit.” You’ll probably get results that look something like this — nothing but text-based page results for “history of fire pits” and a couple of video results quite high for “how to build a fire pit.”

Of course, this difference makes sense. If I’m searching for the history of fire pits, chances are I’m interested in an article, while I’m much more likely to consume a video if I search for “how to build a fire pit.” For further information on keyword intent and video results see this post from the SEOmoz blog.

And thus we get to rule #1 of video-centric keyword research:

1. When optimizing for natural search results (rich snippets), you need to find keywords that lend themselves to video results.

It may sound obvious, but it’s a step most marketers using video are completely ignoring.

Finding Keywords that Produce Video

So how do you know which keywords and phrases are likely to produce video results? The easiest place to start is by searching your core keywords and noting both how many and where video results occur in the natural search. If you’re looking for a tool to automate this process, take a look at SEOmoz’s updated Keyword Ranking Report. This report now has icons to indicate which words and phrases yield video and/or image results. Hovering on the camera icon shows where the video results occur in the rankings and which specific videos are being shown.

Obviously, targeting keywords that already have video results means your videos already have incumbent competition, but we’ve found that it’s much easier to replace those competing videos in the rankings than it is to start ranking for a term that doesn’t currently have video results.

Keyword Research for YouTube

If you’re focusing your efforts on YouTube search results rather than Google natural results, the story is a bit different. In this context, you obviously don’t need to worry about whether keywords will yield video results – they all will! Instead, you should concentrate on how search behavior on YouTube differs from behavior on a standard search engine.

Think for a moment about when you go to YouTube to search versus Google. If you’re me, your goals when heading to YouTube are more narrow than when searching on Google. Odds are you are looking for either entertainment or instruction, with the balance heavily in favor of entertainment.

To illustrate this and highlight the differences between a YouTube search and a Google search, below are results from each keyword tool for the term “video marketing.”

YouTube Keyword Tool, search term = video marketing:

Google Keyword Tool, search term = video marketing:

The top three related searches by volume on YouTube are “single ladies beyonce,” “byu” and “free downloads.” Meanwhile, on the Google side, there are more than 90,000 monthly searches for “video marketing.” This is not to say that YouTube isn’t relevant to digital marketers and video SEO experts — the reality is just that your approach needs to be tailored to the content people are searching for on YouTube. Which brings us to our second and final rule of video-centric keyword research:

2. YouTube is not a standard search engine, and therefore your standard keyword research doesn’t apply — YouTube-specific research is required!

Finding the Right YouTube Keywords

There are two primary ways to go about finding keywords that are likely to succeed on YouTube. The first is using the YT specific keyword tool that was mentioned earlier. The YouTube keyword tool is less powerful than the Google AdWords tool, but it is a good place to start. The tool will give you monthly YouTube searches for your keyword along with results for “similar” keywords. If your standard keywords aren’t appearing in these reports, it’s probably worthwhile to think creatively about what the average person is looking for when doing a YouTube search. For example, we have seen better results with phrases such as “uploading business video” and “how to track videos” rather than a generic keyword that works well on Google, such as “video marketing.”

The other approach to keyword research on YouTube is to do actual searches and record view counts for the top video results. This method is obviously more time-consuming than using the keyword tool, but I highly recommend it once you’ve narrowed down your list using that tool. And while view count is not the only metric that affects the video ranking, a quick glance at the top five videos will give a good indication how much search volume there is for that keyword or term.

Overall, the main message here is that keyword research for Video SEO is not the same as keyword research for regular SEO. Both are based on the same principle of finding topics, words and phrases at the intersection of your business and the search queries of your target audience. However, for Video SEO keyword research you must take the process a step further and evaluate where and when this audience comes across video results. The bad news is there’s more work involved. The good news is this work scares a lot of people away — meaning far less competition!

Article source: http://www.seomoz.org/ugc/videocentric-keyword-research

Many businesses have recognized the importance and value of localization.

The Internet offers unparalleled opportunities to break into new markets, but traditional SEO through localization techniques can be slow to yield conversions.

Pay-per-click (PPC) campaigns can offer a quick and cost-effective way to break into new markets and increase brand awareness at the same time.

Target Your Markets

Even if you consider your products or services to have truly global appeal, it can help to focus your efforts on one or two target markets to begin with. Don’t just go on a hunch, but research your target markets thoroughly. It’s important that your products have a genuine appeal within the markets you choose but other factors can be equally important.

• Do you already offer shipping to the targeted country or area and is shipping cost-effective? 
• Are you familiar with tax rules and other financial regulations? 
• Are your products allowed to be exported into the target market in the first place? 
• Do you have support staff available to deal with queries and problems in the language of the target market?

Getting the click-through is only part of the process. You also have to be able to follow through and service a successful campaign.

Consider Different Search Engines

Google is, by a huge margin, the single most popular search engine in the world. It has a global market share of around 84 percent but that certainly doesn’t mean it’s the only player in town. In some markets local competitors hold comparable or greater market shares.

In Russia, for example, Yandex is the most commonly used search engine. Seznam is not far behind Google within the Czech Republic and China still represents a huge stumbling block in Google’s quest for complete world dominance.

Baidu is the most popular search engine in China and is currently the fifth most visited site in the world, according to Alexa. The Chinese search giant is often considered crucial by businesses attempting to break into that vast emerging market.

It’s worth bearing in mind however that you’ll need a local presence with a Chinese domain website and a valid business certificate issued by the Chinese government in order to open a Baidu PPC account. Learn more about Baidu in SEW’s “Baidu Paid Organic Search Starter Guide“.

PPC rules may also vary between other search engines. So can rates and, even in markets where Google is dominant, local competitors that still enjoy significant market share may offer cheaper alternatives and a higher return on investment.

Choose Relevant Keywords

Keywords are crucial to any PPC campaign. The trick is to take culture, search habits and linguistic usage into account.

If your foreign campaign is an adaptation of a domestic one it can be tempting to think it’s enough to simply translate your existing keywords. Unfortunately, what works in one language is not always successful in another.

A native speaking translator and/or SEO practitioner will be able to help you brainstorm alternatives which should then be thoroughly checked using the keyword tools of the relevant search engines. The actual search terms used by native speakers can also be captured using various tracking systems and web analytic platforms.

Refine Your Copy

Just as your keywords need to be carefully considered, so does the copy in the ad itself. With just a few words to capture readers’ attention, you can’t afford to rely on machine translation. This can leave copy feeling stilted, amateurish or even downright misleading. Few people are prepared to trust an ad that doesn’t read like it was written by a native speaker.

It’s best to opt for professional translation – or better still, transcreation. This is copywriting in a foreign language, taking the original concept and coming up with a version that’s adapted to the cultural and linguistic expectations of the target market.

It can be difficult enough to come up with effective copy in 25 words or so in your own native language. In order to successfully do so in a foreign target market you will probably need the help of a native-speaking translator who is also well versed in the creative side of copywriting.

Monitor Your Results

Once the ads are live you should monitor them to see how many impressions, click-throughs and conversions each one achieves. Even small adjustments such as altering a single keyword can have a significant impact on results.

There may be other tweaks that can help, like managing the scheduling of your ads. Time differences should be taken into account when dealing with foreign markets as well as seasonal and cultural differences.

Even fluctuations in currency exchange rates should be taken into account. A small change in monetary values can make a large difference to your ROI in a campaign that relies on very small margins per click.

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Article source: http://searchenginewatch.com/article/2201996/How-to-Create-a-Successful-Global-PPC-Campaign

Ramon Ray the Smallbiztechnology.com Team

• You Have A Channel, But Do You Have The Right Tools To Make A Video?
• Boost Your Search Engine and Social Appeal With InboundWriter
• No Luck Advertising On Facebook? Try These Facebook Ad Practices That Actually Work
• Pagemodo Updates its Tools to Optimize Facebook’s Timeline Feature
• Document Management Is Only Half The Battle: 3 Collaboration Utilities That Make Businesses More Productive

Can’t figure out SEO (Search Engine Optimization)? Don’t worry… you’re not alone. There are hundreds of thousands of people who can’t do it, either. In fact, 95 percent of all blogs fail, as in they seriously crash and burn into the abyss of forgotten websites that never update anymore. You don’t want to have one of those blogs or own a site that ends up like that.

What do the 5 percent know that the other 95 don’t? Besides protesting as “the 95 percent,” there are ways to actually adopt measures to make your site better. Some people don’t know, though, that they can do too much of a good thing. Let’s take an example: John sells custom-made T-shirts for people. He’s a great designer, has a ton of talent, and has the skills necessary to keep the business running. He decides to invest in a domain name, starts a website, and tries to sell his product outside his locale. He plasters “custom T-shirts” all over the site and even writes an article mentioning “custom T-shirts” or “T-shirts” in just about every sentence.

John now wonders why he has only 5 visitors a day who never buy anything. His website isn’t doing anything for him. But he was told that working with keywords is going to get him somewhere. Somehow, his Google PageRank remains a 1/10 and the Facebook page isn’t helping, either. He gives up shortly and decides to just sell locally.

Do you see his mistake? It’s known as “keyword stuffing” and Google hates that. This, and many other things, could negatively affect your site’s ability to be seen by people. Google, Facebook, and Twitter are all picky, but there’s one application online that knows how to push you in the right direction.

Enter InboundWriter, an online piece of software that lets you create content that appeals to search engine and social media websites. This program uses complex algorithms and mines data from the Web to help you match your target audience by telling you how many keywords to include, how much to write, and whether or not you are in the “sweet spot” with keyword repetition. Too few keywords, and Google doesn’t know what you’re talking about. Too many, and it doesn’t want to give you the light of day.

InboundWriter not only lets you create search engine-friendly content, but it also gives you insights into what people are saying about your niche in Twitter using a feature called “Topic Buzz.” This not only helps your website cater to the SE giants, but also guides you in creating social-friendly content to appeal to the crowd.

My experience with InboundWriter was a positive one, in a way. I gave it a try about two months ago and published an article on my own online publication regarding portable printing. The article didn’t immediately get views, but they started creeping in once Google crawled the site. The day after, I started having about 10 views on the article. OK, so that’s not much, but it’s certainly better than some of my other articles, which were just forgotten pieces of content that had 20 views historically. Soon after, I was getting almost 600 page views on that article alone every month, according to my Google Analytics data.

The traffic increase wasn’t immense, but it was somewhat enticing, making me want to use the software again. Imagine if I get that many visitors from 100 articles. That amounts to 60,000 visitors a month, or about 2,000 visitors per day. You might get more, depending on how useful the information is and how many people link to your site. At that time, I had a Google PageRank of 2. Now, my PageRank is higher and my site has more authority. It’s more SEO-friendly, and some of my articles have gone viral on social venues.

All in all, I’d give InboundWriter an 8 out of 10. The reason it doesn’t get a full 10 is because it is not the completely intuitive system it advertises to be. You have to know a bit about what keywords to use, among other things.

Read more posts on Ramon Ray the Smallbiztechnology.com Team »

Article source: http://www.businessinsider.com/boost-your-search-engine-and-social-appeal-with-inboundwriter-2012-8

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PR Web

London, UK (PRWEB) August 30, 2012

Small business marketing consultant James Noble takes keywords back to basics with his new guide and explains how and why it is crucial for small businesses and entrepreneurs to re-evaluate how they are using keywords in their online marketing strategy. The guide is available now at http://www.entrepreneur-resources.net/10-pivotal-points-to-keep-your-keywords-on-track

Every business should be aware that in order to reach new clients, increase site traffic and grow, their websites must be keyword optimised. Major search engines like Google use keywords to find, categorise and rate websites.

“Keywords are the cornerstone for any business that wants to rank highly on Google and other search engines,” Mr Noble explained. “However the sad fact is that many small businesses and entrepreneurs are consistently making mistakes with their keyword strategy.”

James Noble’s new guide assists small businesses and entrepreneurs in understanding keywords and how they can use them to their advantage. The guide explains why correct use of keywords is vital to any business’ ability to generate and improve traffic to their website and reveals valuable insights into how businesses can increase not only the quantity of traffic but also the quality.

When asked for further comment on exactly how the advice in the keyword guide can help businesses, James Noble explained “Selecting sets of keywords relevant to your business is easy, but choosing the ones that will be most effective and generate organic traffic and SEO referrals requires some effort.” He added “The aim of this keyword guide is to provide small businesses and entrepreneurs with simple and actionable keyword strategies that will significantly improve their conversion rates and grow their businesses.”

The guide makes it clear how the correct use of keywords will add value to small businesses and help to set them apart from their competitors. James’ straightforward approach ensures that the advice given in the guide is accurate, concise and easy to follow.

About James T Noble
James T Noble has helped some of the world’s largest brands and companies market their products and services online, including Virgin, Walt Disney Corporation, Coca Cola, Paramount Pictures and many others.

James lives in the UK and works with small business owners worldwide to accelerate their growth through effective online marketing. Visit the James T Noble website (http://www.jamestnoble.com) for more information and to get in touch with James

About Dequiana Brooks Jackson
Dequiana Brooks Jackson is a small business marketing coach and owner of Inspired Marketing, Inc..She runs the Entrepreneur Resources, a business blog aimed at small businesses and entrepreneurs covering topics including marketing, finance, technology, inspiration and product resource reviews.

Read the full story at http://www.prweb.com/releases/james-noble/marketing/prweb9850455.htm

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Article source: http://www.equities.com/news/news-headline-story?dt=2012-08-30&val=430249&d=1&cat=headline

Whether your bag is SEO or PPC, keyword research plays an important in determining how successful your efforts.

Why is keyword research so important?

A word I use often (overuse? Perhaps) when talking about search marketing is Intent. The user Intent is the reason that search marketing has grown to be such an important industry.  Rarely in any other channel has it been possible to get right in front of potential customers who are clearly signalling their desires (“signalling their desires” – hmm, sounds a bit ’50 Shades of Grey’). Getting the keyword research right means you are getting in front of the right people for your product or service.

To help with the process, I wanted to share some useful tools which I use regularly to build out keyword lists.

Google AdWords Keyword Tool

Always my first port of call when starting to build my list of keywords. Useful features include:

• segmentation into ad group ideas,
• generate keywords from a URL,
• get traffic/costs estimates,
• apply discoveries straight to your campaign.

Ubersuggest (http://ubersuggest.org/)

This is the tool for those who really mine the long-tail.  ’Uber’ is no exagerration – you won’t get a larger set of suggestions from many other tools, which has both a positive and negative impact. A careful review of the suggestions is highly recommended, but sift through the suggestions and you are highly likely to find many valuable additions.

SEO Book (http://tools.seobook.com/keyword-tools/seobook/)

Along with features covered by other tools, there are some useful features such as links to searches for synonyms on Google to help cast your net a bit further. (note: this tool requires sign-up. It’s free tough, so not all bad)

Yahoo Clues (http://clues.yahoo.com)

Often you get a strong idea, or get a definite steer from clients about what their target demographic is. Although we cannot ever be 100% sure about data in this area due a lack of refined measurement methodology, I find Yahoo Clues useful for at least getting an idea about how well keyword choices fit the remit.

Fire in some of your chosen keywords and the site will give you certain info on who is using specific types of words.

Google Insights for Search (http://www.google.com/insights/search/)

Being on the ball with seasonal ideas when identifying keywords can really help improve your search marketing. My favourite tool for planning for the peaks and troughs is Google’s ‘Insights for Search’.

Viewing past trends and breakout keyphrases here is a really valuable habit to build.

(S***, better get those Christmas keywords live!)

Paid Competitor Research Tools (KeywordSpy/SEMRush/AdGooroo etc)

Along with the free tools listed so far, there are a category of keyword tools which allow you to get ideas based on historic information of competitors and the like. I often find that original, purpose-built keyword lists are perfectly achievable with the free tools, but ones of this nature do come in useful now and then, hence the mention.

What’s In Your Arsenal?

This is by no means an exhaustive list of tools, but a look at the ones I find myself returning too again and again during the process of creating a PPC campaign.  What are your ‘go to’ tools for creating keyword lists for PPC and SEO?

Article source: http://uk.queryclick.com/seo-news/keyword-research-toolbox/

James T Noble

Keywords are the cornerstone for any business that wants to rank highly on Google and other search engines

London, UK (PRWEB) August 30, 2012

Small business marketing consultant James Noble takes keywords back to basics with his new guide and explains how and why it is crucial for small businesses and entrepreneurs to re-evaluate how they are using keywords in their online marketing strategy. The guide is available now at http://www.entrepreneur-resources.net/10-pivotal-points-to-keep-your-keywords-on-track

Every business should be aware that in order to reach new clients, increase site traffic and grow, their websites must be keyword optimised. Major search engines like Google use keywords to find, categorise and rate websites.

“Keywords are the cornerstone for any business that wants to rank highly on Google and other search engines,” Mr Noble explained. “However the sad fact is that many small businesses and entrepreneurs are consistently making mistakes with their keyword strategy.”

James Noble’s new guide assists small businesses and entrepreneurs in understanding keywords and how they can use them to their advantage. The guide explains why correct use of keywords is vital to any business’ ability to generate and improve traffic to their website and reveals valuable insights into how businesses can increase not only the quantity of traffic but also the quality.

When asked for further comment on exactly how the advice in the keyword guide can help businesses, James Noble explained “Selecting sets of keywords relevant to your business is easy, but choosing the ones that will be most effective and generate organic traffic and SEO referrals requires some effort.” He added “The aim of this keyword guide is to provide small businesses and entrepreneurs with simple and actionable keyword strategies that will significantly improve their conversion rates and grow their businesses.”

The guide makes it clear how the correct use of keywords will add value to small businesses and help to set them apart from their competitors. James’ straightforward approach ensures that the advice given in the guide is accurate, concise and easy to follow.

About James T Noble

James T Noble has helped some of the world’s largest brands and companies market their products and services online, including Virgin, Walt Disney Corporation, Coca Cola, Paramount Pictures and many others.

James lives in the UK and works with small business owners worldwide to accelerate their growth through effective online marketing. Visit the James T Noble website (http://www.jamestnoble.com) for more information and to get in touch with James

About Dequiana Brooks Jackson

Dequiana Brooks Jackson is a small business marketing coach and owner of Inspired Marketing, Inc..She runs the Entrepreneur Resources, a business blog aimed at small businesses and entrepreneurs covering topics including marketing, finance, technology, inspiration and product resource reviews.

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Article source: http://www.prweb.com/releases/james-noble/marketing/prweb9850455.htm

If you’re thinking about a pay-per-click or search advertising campaign, selecting the right keywords is the most important part.

Start by thinking about the words and phrases potential customers might use to find you, advises Tamara Weintraub of ReachLocal. Think about both your business category and your specific products and services, and make sure the terms are used on your website so potential customers find them when they get there.

Long-tail keywords – those with three or more words – are a good idea because they’re better targeted and likely cost less. Think about search questions users might type and choose relevant keyword strings from those. And if your business is primarily local, selecting local keywords is important too.

Also, consider opting out of search terms that might not apply to you, like “cheap” or “luxury.”

And once your campaign is up and running, monitor the results and refine your keywords if necessary.

Adapted from 7 Tips for Creating a PPC Keyword List at Small Business Computing.

Article source: http://business.time.com/2012/08/29/creating-a-pay-per-click-advertising-campaign/

August 29, 2012 · by Practical eCommerce Staff

Search engines are picky, and consequently so is search engine optimization.  Paste your text into a word cloud generator like Wordle or Tagxedo. The most frequently used words will stand out larger. Is the targeted keyword one of the larger words? If not, the content is likely not as optimized for the exact phrase as it seemed to be during the writing.

Podcast: The eCommerce Minute |
Tags: Search Engine Optimization, search engine optimization

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Article source: http://www.practicalecommerce.com/podcasts/episode/1959-Check-Your-Keywords

An effective small business website can help you improve search engine optimization, boost credibility, and drive conversions from your potential customers. But how can you know that your website has all the right elements to be effective? Start by understanding these basics of an effective small business website.

 1. A Good Domain Name

The URL, or Web address, of your business website not only tells visitors about your business, but it’s also a critical factor in optimizing your website for search. Choose a domain name that is clear and succinct, like your business name. If your business name is too long, doesn’t quickly communicate what your business does, or does not include any important keywords, you may consider adding a short descriptive word to your domain name. Here are a few other domain name tips to consider:

• Choose a .com domain rather than .net or .org when possible
• If URL you would like is taken, consider adding your city or state
• Pick a URL that is short, memorable, and easy to type
• Try to avoid using hyphens or numbers
• Make sure the name you choose is not copyrighted
• Register the domain name with a credible service, for a good length of time

2. Easy-to-Find Contact Information

Contact information such as your phone number or email address, along with business information like your hours and location, are critical pieces of information a visitor may look for on your website. Giving potential customers at least one way to reach you helps you generate leads and sales, and also provides a smooth user experience. Make sure this information is present at the top of every page, so even if a visitor leaves your home page, they don’t have to search for a way to contact you.

3. A Strong Call to Action

If the primary goal of your small business website is to generate leads, then make sure to include a relevant call to action that compels visitors to convert. Because a call to action communicates the action you want a visitor to take, it can encourage potential customers to contact you, which in turn can boost conversions from your site. Use a clear statement, like “Get a Free Quote” and pair with it with the desired contact method, like a phone number or contact form.  You can emphasize the importance of your call to action by placing it at the top of the page and using a unique design element, color, or font so that it stands out from the rest of the content on the page.

4. Logo, Images, and Video

An easy way to make your site look professional is by including your business logo, professional images, and even a video that introduces yourself or your business. Your logo is a key part of your brand and should be included at the top of every page. You may also want feature a few high-resolution photos that showcase the life of your business. For instance, images of a completed project or real photos of your staff, such as in their working environment or during community involvement, can add credibility and likeability to your business. You can also use short videos to convey a quick welcome message; plus, they have been shown to increase the amount of time a visitor spends on your site.

5. Relevant Pages

In addition to your home page, there are a few other pages that are essential to your small business website. Two no-brainers are a “product” or “service” page that highlights your key offerings and an “about” page that describes your business and your goals. You can also consider incorporating a ”testimonials” page that features customer reviews, a “press” page that highlights important press mentions, and a blog that provides useful tips and helpful information. These pages can help you build credibility with potential customers and drive them closer to a conversion or purchase. Plus, a website that has more pages of descriptive and educational content can index better on search engines than a site without much information.

6. Social Subscription Links

Social media has become a necessary outlet for small businesses to promote their products and services and to connect with consumers online. So, your website should direct potential customers to follow your social pages so you can continue to engage with them and share content like useful tips, photos and videos, and special offers or promotions. Like your contact information, you should consider featuring buttons that link to your Facebook, Twitter, YouTube channel, blog, or other content or social sites on the footer or header of every page of your website to remind visitors of your presence on those social sites and encourage them to connect with you there. Similarly, if your business has an electronic newsletter or mailing list, you should highlight the opportunity to subscribe in order to continue the conversation with visitors.

7. SEO Structure Content

Investing in a local search engine optimization (SEO) strategy can help your site rank in organic search results and help more prospects find your site. SEO can take place both in the content of your site as well as in the metadata of each page. Plus, the structure of your site can affect its performance in search, so talk to your Web developer about using a search-engine friendly format for building your site. For your content, it’s important to choose 3-5 primary keywords related to your business that you can include in the copy of your pages. Each page should focus on one core keyword. On each page, position the primary keyword at the beginning of the headline and in the first paragraph of copy to establish its importance to search engines. You can also include links to other pages both on and off your site to increase search relevance.  Finally, include your keyword in the meta title, description, and tags for each page, as well as in the meta titles of your images, which search engines will also factor into how they rank your site.

What elements do you think are critical for every small business website to have? What strategies have you implemented to boost traffic and conversions on your website? Let us know in the comments!

This article originally appeared on ReachLocal Blog: Online Marketing to Reach Local Customers and has been republished with permission.

Find out how to syndicate your content with Business 2 Community.

Article source: http://www.business2community.com/online-marketing/7-things-every-small-business-website-needs-0258969

Keywords are essential to the success of your business online. Without targeted keyword research, people won’t find you because the search engines won’t list you in the relevant position. Therefore, if you want your business to succeed, you must identify and use the most relevant keywords possible.

If you do not get this part of the search engine optimisation process right then everything else you do online will be in vain. Target the right keywords and your website will be a success; target the wrong keywords and you will miss out on the valuable traffic you are trying to canvas.

Keywords are very important to your website because without them your website theme will not be focused and as a result it is more likely that you will not rank well in Google.

Keywords should be identified and incorporated throughout the whole design of your website so that you can ensure it is focused on targeting the ones you have chosen. This will not only ensure that your content stays on track and is more relevant to your searchers but also Google can see how relevant your website is. This will greatly increase your chances of getting higher positions in the search engines that will generate real results in the form of traffic, leads and sales.

Google can only recognise your site as being relevant to your desired keywords if you have them used in your website and in the links you have pointing to your website. This may sound very simple but many websites seem to miss out the keywords they are trying to target.

How to do Keyword Research

The following are simple steps that you can incorporate into your keyword research strategy:

Think from your customers’ viewpoint:

Keywords are the words or phrases that people type into search engines (mainly Google) when they are looking for products and services online. Generally people type in their problems, as they are searching for solutions and they may not know what that solution would be, so it is important to think from the perspective of the customer when choosing your keyword phrases.

For example you might own a chiropractor’s business, so a search term that a potential client would type into Google could be “lower back pain remedies”. Your keywords provide the backbone to your inbound marketing strategy as a way of guiding ideal customers to find your website.

Go to the source:

Google provides a free search tool called Google Keyword tool. By entering a word or phrase that you think your target audience will be looking for, Google will provide information as to whether people are actually searching on that term and also alternative suggestions that may better suit your audience or in fact your commercial interests.
Spy on the competition: Most keyword search tools return a set of keywords that are associated with a URL. This can be handy as you can input your competitors’ URLs to find out what keywords they are targeting and perhaps include or look for variations of those keywords to add to your own keyword list. This is an easy way to check if you have missed any important keywords.

Localise your search terms:

If your business is a small local business that relies on footfall and sales at your physical store then you may want to consider including the location of your business in your keywords. Google reported that nearly 40% of searches had a location element in them. Switch on your local marketplace by dominating the search engines with highly targeted and localised search terms.

Get Your Free Local Ranking Report Here!

Focus your keyword list:

Targeting too many keywords or phrases is a sure fire way to get poor results. If resources are tight, select a handful of keywords and focus your energies and inbound marketing strategies on these only. Your choices should be only the keywords that are extremely relevant to your business, ones that have a search volume and are specifically suited to your conversion goals.

Develop a strategy to rank your keywords:

Once you have your established list of keywords, you can create your SEO strategy around those terms. You need to watch the terms over time by monitoring the patterns of the rankings and by gauging exactly which type of traffic you are receiving as a result of those terms and more importantly of that traffic what percentage is converting.

Search engine optimisation requires a lot of effort up front, however more and more people are turning to organic search results to find the solutions to their problems meaning the results will be long term.

Knowing how to do keyword research correctly is critical to the success of your business’s success when it comes to your SEO strategy. The keywords will make all the difference. If you do it correctly then this will positively affect your website traffic and your brand awareness will increase exponentially.

This article originally appeared on Big Thinking Online and has been republished with permission.

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