What really matters in search engine optimisation? Selecting your keywords

In What really matters in search engine optimisation? Part 1, we considered the questions you should ask to decide how important search engine optimisation (SEO) really is to your business. We also looked at setting realistic expectations and reviewed the pros and cons of the key technical factors involved in SEO. If you have any questions you'd like answered about any aspect of last month's newsletter, we'd love to hear from you. Call us 01608 737653 or email kate.barlow@branchout-internetmarketing.com.

This month, in Part 2 of our look at SEO we will examine the different ways to choose the keywords you use for optimisation. There is still lots more to be said on optimisation so next month we'll look at the things to avoid when you begin your SEO efforts. If you can't wait until then, please call or email for a word of advice.

Who's using keywords and why?
Keywords are the actual words and phrases which real people use when they search online. A common mistake is to think that these are the same as the words and phrases that you use to describe your company and your products. We all become so familiar with our own terms of reference that it's easy to forget that other people describe our services very differently.

The next thing to consider is who is actually searching. We all use the web for a variety of reasons. For example, someone who is investigating microwave ovens may search in various different ways.

1. The first step might simply be to understand which features are typically available and to investigate what the various energy efficiency ratings actually mean. The searcher may or may not have a need for a new microwave at this stage.
2. A while later, the searcher might decide to find out more about which manufacturers offer specific features and which retailers supply microwaves with these features. This person is likely to have identified a need for a new microwave but still isn't ready to buy.
3. A searcher searches for a microwave with the sole purpose of buying one. This person may or may not have gone through steps 1 and 2. Finding the words and phrases that this person uses is the key to ensuring that you win their business.

Choosing your keywords
Many of us simply write down all the words and phrases that we think of in relation to our products or services and stop there. While this is an extremely good start, we want to get as close as possible to finding the keywords used by our searcher in example 3. Planet Ocean suggests that there are 9 areas to consider when selecting our keywords:

1. Be specific
   Generic keywords will not bring you good results. For example, someone looking for 'mobiles' might be looking for a new mobile phone handset, a new mobile phone contract, information on phone network coverage in a specific area, or even a hanging mobile for a child's bedroom. Select keywords which are unambiguous and which tie directly into the product or service you offer.
2. Put yourself in your customer's shoes
   Find out what it is that your products or service actually offer your customers. What problems can you solve for them or what needs can you fulfil? Which keywords act as triggers to help them navigate their way through your website? The trick is to identify these words and phrases and then use them effectively to guide customers to the 'selling' pages of your site
3. Glean keywords from your website's referral logs
   Finding out which search terms are used by the current visitors to your website gives you ideas for useful keywords. It also tells you if you are missing an opportunity – if your website logs show that the majority of visitors get to you because they know the name of your company or your brand, you are failing to capture potential customers who have identified a need but not yet chosen a supplier. Capturing them and supporting them through the buying process is a great opportunity to bolster revenues and touch new market segments
4. Check out your competition
   Find out who else is using the keywords you have identified and see how well they have optimised their sites. It may help you uncover additional, valuable words and phrases. It will also help you to assess how hard it will be to get good rankings for these terms
5. Cover all your keyword variations
   The received wisdom is that we should optimise for common misspellings, plurals, synonyms, merged words and hyphenated words. From an SEO point of view, this is undoubtedly the best strategy to follow but you will also want to consider how your target market might react to the resulting inconsistencies. For example, a music teacher would probably not want visitors to the website to think that s/he did not know how to spell musical or educational terms in case it undermined his/her credibility as an expert in the field.
6. Be descriptive
   Use descriptive terms alongside your primary keywords, e.g. 'low cost', 'affordable' or 'cheapest'. Equally, someone searching for a solution to a problem, might be interested in buying an alternative product, rather than simply fixing their current problem
7. Use 'action words'
   Think of words that someone might use in scenario 3 above. 'Buy', 'find', 'free shipping' or even 'where can I get…' all suggest that someone is actively seeking to fill a need – and is probably ready to buy
8. Target local markets
   There is little point in attracting traffic to your website if your products or services are not available in their geographic area. If you don't ship goods outside the EU, you don't need traffic from the US, for example. Equally if your clients need to come into your premises, be aware of travel-related issues and use words and phrases which target people in the right area.
9. Use online keyword tools to complete your selections
   These tools help you assess the relative popularity of your keywords and help you identify terms which you have overlooked. Don't forget that they are not perfect! Use them as a guide but do not let them over-ride good, old fashioned common sense and knowledge of your business/market.
   Yahoo: http://inventory.overture.com/d/searchinventory/suggestion
   Google: https://adwords.google.com/select/KeywordSandbox
   The most reliable source is WordTracker but even this should be treated with some caution.
   WordTracker: http://www.wordtracker.com/trial.html

We have talked before about how to use your keywords and we will come back to this again as we continue to look at ways to improve your search engine optimisation.

In the meantime, if you have any questions about any aspect of your online marketing or would like some independent strategic advice on your e-marketing plans, please call Kate on 01608 737653 or email liz@branchout-internetmarketing.com or kate.barlow@branchout-internetmarketing.com for free, confidential and independent advice.

Kind regards,

Kate Barlow

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