When customers come in, especially for search engine optimization (SEO), whether it’s a brand new business or an existing one, they often fail to conduct market research for keywords. This oversight can leave them unsure of how to start optimizing their website for search engines.While keywords used to be everything, the landscape has shifted. After the March 2023 Google Search Engine Update, the emphasis has moved towards the overall quality and relevance of your website. This means that while keywords are still important, they are now part of a broader strategy that includes regular updates and high-quality content.

What Are Keywords? How Can They Help My Website?

Keywords are words or phrases that reflect the content of your website. They are the terms that potential customers type into search engines when looking for products or services. For example, if you are looking for a gardener in your local area, the word “gardener” is a keyword. When you type this into Google, it will display search results for gardeners near your location.Understanding and utilizing keywords effectively is common sense, but it becomes more complex and competitive when you need to outsmart local competitors offering similar services.

Researching Keywords for Your Business

To find the right keywords for your business, consider the following steps:

1. Business Analysis: Identify what your business offers. For instance, if you run a flower shop that provides in-person and online orders, you might offer services like “funeral flowers” or “Birthday Flowers.” Analyze your business to find relevant keywords.
2. SEO Keyword Survey: If you have existing customers, ask them how they found you. Did they use Google, Instagram, or another platform? Understanding this can help you identify the keywords they used.
3. Google Search Console: If your website has been running for a while, use Google Search Console to gather data. After connecting it, wait about 72 hours for it to scan your website. This tool will provide insights into what keywords customers are using to find your business.

How to Find and Choose Keywords for Your Website

Here are some steps to help you find and choose the best keywords:

1. Make a List of Relevant Topics: Based on what you know about your business, list important and relevant topics.
2. Fill in Topic Buckets with Keywords: Populate these topics with specific keywords.
3. Understand Intent: Analyze how the intent behind a search affects keyword relevance.
4. Research Related Search Terms: Look for related terms that people might use.
5. Use Keyword Research Tools: Tools like Google Keyword Planner can help you refine your keyword list by providing search volume and traffic estimates.
6. Check Competitors: See how your competitors are ranking for certain keywords. This can help you identify opportunities and gaps.

Keyword Optimisation

Keyword optimization involves reviewing and refining your keyword strategy to ensure it brings in leads via your website. This process includes:

• Analyzing Search Volume: Use tools to check the monthly search volume for your chosen keywords.
• Evaluating Keyword Difficulty: Determine how challenging it will be to rank for each keyword.
• Balancing Head Terms and Long-Tail Keywords: Ensure a mix of broad terms and specific phrases to capture various search intents.

Implementing Keywords in Your Content

Once you have identified your keywords, it’s important to implement them effectively across your website:

1. Page Titles and URLs: Include keywords in your page titles and URLs to signal relevance to search engines.
2. Meta Descriptions: Use keywords in your meta descriptions to improve click-through rates from search results.
3. Header Tags (H1, H2, etc.): Incorporate keywords naturally in your headers to structure your content and improve readability.
4. Content: Write high-quality content that naturally includes your keywords. Avoid keyword stuffing, as this can harm your rankings.

Building Links to Your Website

Building inbound links from authoritative sites in your industry is crucial for SEO. These links signal to search engines that your site is a trusted source of information. Additionally, include external links to related websites to further demonstrate your relevance.

Monitoring Your SEO Performance

After implementing your keyword strategy, monitor your performance using tools like Google Search Console and other SEO analytics tools. Track your rankings, organic traffic, and other key metrics to assess the effectiveness of your efforts. Adjust your strategy as needed based on the data you collect.

Conclusion

Keyword research and optimisation are foundational elements of a successful SEO strategy. By understanding what keywords are, how to find them, and how to implement them effectively, you can improve your website’s visibility and attract more potential customers. Remember that SEO is an ongoing process that requires regular updates and adjustments to stay ahead of the competition. If you would like to get started with your SEO, check out the Start UP SEO package