When it comes to being visible, the right keyword means everything. This has been true since before SEO even existed. It’s the reason plumbers want to be listed as “plumbers” and not “water mechanic” for instance. It’s an old argument, but it’s a vital backbone to SEO thinking – people search for exactly what they need, so you want these terms related to your website and business.
This is highly important when dealing with PPC services, as Google Adwords campaigns are built around the relevant search terms. On the other hand, the right keywords are a crucial cog in any SEO engine, too. So, with this in mind, how do you find the right keywords for your website?
Short and Simple
Looking in Google Keyword Planner, or other keyword tools, it’s quite clear that short, simple keywords are a high priority. We previously spoke about the power of simple information (or KISS – Keep It Simple, Stupid) and a similar argument applies to many keywords, especially commercial products and services.
As another example, people wanting to find a builder online will often look for “builder”, rather than “construction worker”. The latter might be used for more technical searches and via industry specialists, but it’s not what the typical person might search for.
Using The Long Tail
Of course, the problem with using the short, powerful keywords is that plenty of other websites are, too. This means the competition is particularly high. This would create a higher auction cost for PPC, and a greater SEO effort to push up the search results.
However, what you can do to off-set this is to utilise the long tail keywords. Long tail refers to the less popular keywords. Although a singular term here doesn’t have the search numbers as one of the leading keywords, the amount of searches available is still quite large. Specifically, these are often more detailed, so you can use more complex terminology. Using the builder example above, this is where “construction worker” can be a great second keyword and so can more specific terms “property builder” “home builder” and other similar ideas would all fit here.
Finally, as an extra example of long tail keywords, you can use your location target relevant customers. Unless you can deliver across the country, it’s best to target your local area. If you have multiple areas, then multiple location SEO strategies can be implemented, too.
A restaurant in London, for instance, needs to state it is in London, as this is something people will specifically search for. While this is targeting the long tail keyword, which is a less popular search term, the people actively searching are much more relevant to you. In fact, they’re the exact business you want.
Whether its PPC or part of a wider SEO package, we understand the need for the right keywords. A good strategy will offer a combination of short, simple keywords and long tail variants, to help target the right users and improve your website’s visibility.