Let Keyword Research Lead You to a Pot of Gold

keyword research pot of gold

Though you may be hoping for the luck of the Irish to grace your business this St. Patrick’s Day, search engine optimization (SEO) practices are more likely to find you a pot of gold. With the right SEO techniques in place, you can increase your search presence and make your site more appealing to visitors.

Keyword research is arguably the most important aspect of digital marketing and SEO practices. If your business’s website lacks the terms your potential customers are looking for, they may never find your site in a Google Search. This blog post identifies some of the less common approaches to keyword research to help you optimize your site.

1. Pay attention to your website’s search box.

Whether you have an ecommerce business or a legal or medical practice, your website needs a search box. If visitors come to your site and can’t find what they are looking for, they are sure to leave.

Though a search box helps potential customers with site navigation, you will also benefit from its existence. By adjusting your settings, your Google Analytics account can monitor and list what visitors are typing into the box. Their searches tell you which keywords need to be optimized on your site. You can even adjust Google Analytics’ presentation of its data to help identify the searches that occur on the various landing pages of your site.

2. Structure your content around keyword combinations.

Basic SEO guidelines remind you to position your keywords in headings, alt tags, meta-descriptions, etc. More in-depth keywords optimization, however, requires a bit more strategic planning.

SEO guru, Bright Local, suggests targeting 2-3 keywords per page of content. Detailed keyword research provides insight to the best combinations, but you can also trust your business acumen to identify some of the appropriate pairings. For example, a legal website would be wise to place child custody and child support terms on the same page. An online retailer may pair dresses and shoes. If the keyword combinations make sense to your visitors, their sessions will be longer and are likely to be more productive.

3. Let a simple Google search identify the best keywords for your site.

Many entertainment sites have poked fun at Google’s suggested search. For example, typing in “how to” yields “how to make slime” as a top suggestion. Despite the humorous errors that may appear, Google’s suggestions offer some excellent keywords to target.

A medical SEO scenario works well as an example. Typing in “dental implants” yielded suggestions of “dental implants in one day” and “dental implants and mri.” A dental practice may not have targeted those terms on its site, but those phrases are what potential patients are searching for.

Google also helps you identify long-tail keywords to include. The phrase “dental implants” yielded potential questions such as “How much do dental implants cost without insurance?”

Accordingly, a simple internet search for topics related to your business could provide a host of content suggestions directly connected to the interests of your potential customers.

4. Use your competitors as inspiration.

Plagiarism is obviously a “no no” for any business. Not only is it a crime, but it makes your business look less professional and trustworthy. Nevertheless, keeping a close eye on your competitors’ content is strongly encouraged to help you stay in the game.

There are a host of sites on the internet to help you check the keyword ranking for your competitors. Though SEMrush’s Position Tracker is ideal for comparisons, free keyword rank tools can still be used to gain insight. See which terms are performing better on their site versus yours and make the appropriate adjustments. Similarly, check what keywords your competitors utilize that you might be missing.

5. Capitalize on seasons and trends.

This tip is less research-based than some of the others, but seasons and trends are an important aspect of keyword planning. Though evergreen content is typically not updated enough to be trendy, never underestimate the SEO potential of blog posts. Blog posts are indexed, and relevant posts can help your website’s rankings.

Many businesses have a “season” where they have an increase in clients due to no effort of their own. DUI attorneys interview more clients following the holidays, doctors see dozens more patients once the flu hits, etc. Structuring content around these events improves the relevance of your site. Plan and publish this content in advance and use keyword research techniques to find the search terms that will make your site stand out.

Events in the news are also keyword opportunities. An episode of the popular television show “This is Us,” for example, led to countless searches regarding the safety of Crock-Pots. If a news item falls in line with the nature of your business, it is prudent to quickly craft a blog post that ties in to the trend.

Seasonal and trendy keyword planning, however, takes time away from other important tasks. Additionally, if your content isn’t carefully crafted, it will fall behind similar content created by your competitors. Unless an SEO-trained leprechaun appears to help you manage your digital marketing, you may not be able to accomplish your goals while running your business.

The best approach to digital marketing is to hire a web consulting firm. The right agency is trained in competitive SEO practices and is ready implement the best keyword tactics for your site.

Paramaya Web Consulting has been in business since 2001 and has maintained the websites for dozens of businesses. Call now or use our contact form for a free evaluation for how your website can be improved.

ABOUT THE AUTHOR

Nancy Rapp

Nancy Rapp has a law degree and works as a professor of legal studies in addition to being an SEO content specialist. Her unique background allows her to view the world of law firm SEO from the eyes of both an attorney and a digital marketing professional.See more at LinkedIn.

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