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5 Top Tips on how to make your competitive keywords work for you

Getting your brand found online and standing out from your competition can be a challenge for many businesses, but more so for those who don’t have an online marketing and SEO strategy in place.

Creating a keyword strategy, implementing it and measuring it’s success is the only way you will know if your marketing efforts are making a positive impact on your ROI.

A core component of an online marketing strategy is Keyword Research. Without researching your target keywords, assessing how easy or difficult it will be to achieve success with them, and knowing what keywords your competitors are using to gain an advantage, you will be as good as working blind, and you will be wasting time and money.

Here are our 5 Top Tips on how to make your competitive keywords work for you:

1. Create a Target Keyword Wish List – you know your business better than anyone, but do you know how people search for products and services you offer?

According to Google, 15% of daily search queries have never been typed into search before – that is 450 million daily searches that we have no data on! There has to be an element of guess-work involved here, as we can’t possibly know what everyone will type in, but using insight gained from research on the search terms we do know about will help us to refine our keywords to be much more targeted, which should help to capture this unknown 15%.

You will need to reach people searching on generic terms as well as highly specific search terms. It is often the highly specific search terms that will increase conversions because once the user has made the decision to buy, they use much more specific search phrases. Generic terms will generate higher traffic volume, but these may not be as well targeted.

Start building a Target Keyword Wish List. Use the content on your site as a starting point then look at your marketing messages, print media, advertising, etc.

Pick out keywords – 1 word, 2 words, 3 words, 4 words. You’ll be surprised just how many you can come up with!

Here is an example of keywords that could be chosen for a Roofing Company:

You can see that keywords containing more words are much more specific – these are called Longtail Keywords. It is these which will drive the most targeted traffic.

Longtail Keyword Phrases


2. Check popularity of your keywords using your keyword Wish List, you now need to find out how many people actually search on these keywords. The higher the search volume, the higher the use of the keyword, and consequently, the higher its popularity.

You will likely find the 1-2 word generic phrases to show high search volume, whereas the 3-4 word phrases will be very low, and possibly not even showing any data.

If you run an Adwords campaign, you can gain access to the Google Adwords Keyword Tool which will present you with an extensive list of keywords showing average search volume in your targeted location. If you are targeting a local audience, you may only be interested in local search volume, whereas an online store will likely want search volume data across the UK, and maybe even globally, so you can change these settings to suit your reach.

Another couple of options is WebSEOAnalytics. This is a free tool, although data is limited unless you are prepared to pay a monthly premium. SEOTools is a useful tool that generates keywords on topic, so it helps to provide some inspiration initially.

3. Check out your Competition – do you know what keywords your competitors are ranking for and how well they rank?

It is common for clients to say “we want to be listed above ‘such and such’ company”. It is good to have an end goal of course, however your goal needs to be realistic and through research we can identify if your goal is a) achievable and b) is achievable in a reasonable amount of time. If it is, then the next step will be to work out how to achieve this goal but you can’t do this effectively without knowing how you are currently positioned against that of your competitors.

It is difficult to assess the rank of your competitor’s keywords without using premium SEO tools. SEO software will scan the URLs on your competitor sites and will calculate a rank based on keyword demand, keywords on the domain, page authority, domain authority, page links, social media buzz, and many more ranking factors. SEO software will present this data in an easy to understand format so you can clearly see where there are some quick-grab opportunities and where there may be some work to do in order to achieve your goal.

4. Keyword Effectiveness Index – this Index shows how effective a keyword is and the data can provide useful insight when choosing keywords.

The KEI uses global search volume for a keyword and its competition coefficient to get a great estimate for the effectiveness of that keyword. The higher the KEI the better as the search volume is relatively high in relation to competition, which would be low. This is another key factor to be considered when choosing your targeted keywords.

5. Implementing a successful keyword strategy – you have done the research, you know what keywords will give you the best possible chance of achieving your goal, and you have established that your goal is achievable – now it’s time to put all this research to the test!

Implementing a keyword strategy takes dedication and commitment over time. It is not just about adding these keywords to the content on your site and optimising your meta data, it is also about integrating your keyword strategy into your entire online marketing strategy.

Adding these keywords to blogs, social media posts, anchor text on back links, image file names, titles and descriptions, video file names, advertising media, and on any other marketing mediums and channels you use, is the way to make this work.  It requires a dedicated approach but it will help increase your ranking for the selected keywords.

Once you have started implementing the strategy, keyword performance will need to be monitored so you can analyse the progress being made, keyword rank gains and losses and competitive positioning.

Whizz Marketing Services in Hampshire is a Google Partner Agency. As part of the SEO service, Whizz conducts in-depth Keyword & Competitor Analysis, as well as analysis of overall SEO, online visibility, website traffic, backlinks and social buzz.

If you are interested in reviewing your online marketing strategy or just need some help to create a successful keyword strategy for your business, please email louise@whizzmarketing.co.uk or visit whizzmarketing.co.uk for further information.

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Whizz Marketing Services,
31 Elizabeth Drive,Fleet,Hampshire-GU52 6HW,
Telephone No.01252 622129
Creating a keyword strategy, implementing it and measuring it’s success is the only way you will know if your marketing efforts are making a positive impact on your ROI.