Let's face it, a lot of us can get lazy sometimes. When it comes to keyword research, a lot of times we just take a brief look at our favorite keyword research tool and go with whatever looks good and in high demand.
If a phrase has strong demand, we naturally think this is what our prospects are trying to find, learn or buy.
When searchers though begin searching, they don't always know what they're looking for. Think about when you've searched for something unfamiliar. Usually you don't find it on the first try. Much of the time, you and most everyone else on the Internet will type in some distant phrase and see what comes up hoping you will find a more descriptive phrase of what you're looking for.
With this fact in mind, look deeper into those research tools and find keywords with not as much demand. Try and think about it from the perspective of someone with absolutely no knowledge about what you do.
Think about it from the perspective of someone with a problem your products/services are meant to address.
Not only should you think about this for new pages, you should also review your existing pages and identify other more detailed keywords you can weave into your copy.
For example, if you offer exceptional winter outerwear, not only do you want to target 'sweaters' or 'winter coats,' you also want to think about 'coats for extreme cold' or 'sweaters resistant to wind' and others (...I know, pretty simple example but you get the idea).
Next, weave these 'long-tail' keywords into your copy. Most of the time, they'll integrate with your main keywords and actually present two keyword opportunities into one. Not only will Google pick up the high demand keyword, they'll pick up the extended version as well.
Remember though, you don't want to target too many keywords on one page. Doing so will dilute the value of each keyword you have. That's why you should try your best to combine keywords like we talk about more here.
And always remember this key point - search engine marketing isn't all about satisfying those hungry Google spiders with yummy yummy content. Being successful online also requires you to understand your customers down to the most basic levels.
Stone Reuning is president and founder of SEO Advantage, Inc., an online marketing firm and website optimization company that helps businesses turn their websites into powerful lead and revenue generation tools.
Beginning with a focus on search engine optimization in 1999, SEO Advantage now brings a full multi-disciplinary approach to each client website. Clients enjoy dominance on Google, Yahoo and Bing through a suite of unique pay-for-performance search engine optimization and online marketing services. Experts in SEO, social media optimization, online reputation management, and website conversions work hand-in-hand with small business owners and client marketing departments providing complete copywriting and creative web design support.
You'll find SEO Advantage referenced in books such as Writing Web-Based Advertising Copy to Get the Sale and the BusinessWeek bestseller The New Rules of Marketing & PR, as well as popular ebooks like The Small Business Blogging Blueprint.
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