When people search for your product or service in Google, Yahoo!, Bing etc., they use words to describe what they want. For example, these can be:
- Type of product / service required e.g. “Wedding Dress”
- Location of where they would preferably want to buy it e.g. “London”
- More specific info such as colour, material, designer name so let’s say “White”
- Action they want to take e.g. “hire” or “buy”
If you didn’t have the words “buy”, “white”, “wedding”, “dress”, “London” in your website somewhere (not necessarily in that order but it helps!), let’s face it, your website will not be shown high in the search results. If you had “wedding” and “dress” as keywords on your website, the search engines would probably list your website in the results but it would be very low down compared to websites that contained ALL those search words.
If you DID have all those keywords then your website will rank in the listings, but exactly where depends on the competition for those keywords from other websites and how your website makes use of SEO overall compared to that competition.
KEYWORD RESEARCH is a very important part of SEO; you may think you know what words people will use to search for your product or service but Keyword research can throw up some pretty interesting results. Don’t forget, you won’t necessarily think in the same way as a potential customer and they don’t know all the “in-your-niche-industry” words or in-house-jargon that you would use to search but that they would never think of.
When it comes to Keywords, RKJOnline Web Design in Cheshire:
- Aims for Long Tail keyword phrases that have a high search volume but a low competition factor – when someone uses a long-tail keyword phrase to search for a product; they are usually pretty focussed on what they want rather than just browsing.
- Aims for Targeted key phrases since by their nature they imply subject matter expertise to the search engines, strengthening the general theme of the webpage. So if the long tail phrase ”buy traditional Dutch clogs” gets a visitor onto the page, the phrase ”buy traditional wooden Dutch clogs for dancing” should convert into a customer – these people know what they want and know these types of clogs are made differently from the rest.
- Uses Latent Symantec Keywords: Latent Symantec Indexing is used by Search Engines as part of their search analysis, when trying to decide what websites will show up in their search results. Put simply, it’s a mathematical equation designed to find related terms and phrases. The context in which any given word is used is a key factor. For example, if the term “new house” is used in a web page, some semantically related terms would be: “estate agent”, “local amenities”, “house prices”, “property type” “train stations”.
When writing content for a new website – one that we want the search engines to find quickly – we need to use words and terms like this, that are basically what the likes of Google expect to find, close to the keywords we have chosen to optimise for. Hence research for Latent Symantec Keywords is paramount to RKJOnline copywriting techniques.
Keyword Research is a starting point for SEO but it doesn’t stop there; we will test those keywords, look at the analytics for how they perform and “rinse” them i.e. refresh them, according to their success rate and how appropriate they remain. That means more research – the cycle starts again. It’s time-consuming and long-winded and the results are not instant – but it’s 100% necessary and can make all the difference to the success of your website.