Despite Google having taken away large chunks of organic listing space on Page 1 in favour of paid ads, there are still opportunities for savvy businesses who want their piece of the Google Page 1 pie.
SEO (Search Engine Optimisation) is more about building brand authority and trust through engaging, relevant content than using out-dated techniques such as keyword stuffing and link farming. There is no quick fix to getting a site to the top of Google. Authority and trust takes time to build. You have to earn your place on Page 1 of Google these days, so it’s best to steer clear of any SEO consultant who claims they can achieve this for you in just a few weeks. It will take months, if not longer, depending on the level of competition and the current authority score your domain has already accrued.
What role do keywords play in the SEO?
Keywords are a crucial part of SEO, but when we talk ‘keywords’ we are not just talking about single words anymore. User search behaviour has evolved over time and we now understand that typing in more specific search queries into Google will deliver more accurate results.
For example, if we want to buy a pair of trousers, we won’t just search on ‘trousers’ we will add more descriptive words such as ‘mens suit trousers’. This is called a long-tail keyword, and it is these more specific keywords that will help your site to gain rank.
How do we optimise for target keywords?
Firstly you need lots of content, but ‘content’ is defined not just the text on your website, but also image file names, image titles and descriptions, video titles and descriptions, page-urls, menu items, internal link text, meta titles and descriptions, html titles, blog articles and social content.
Although it is much better for SEO if a website has lots of body text, it doesn’t always present the best user experience, so you will need to be creative in the way you present your content and use your keywords.
The key to success is in using your target keywords across all types of content you create, and across all the channels you use, not just on your website.
How do we choose keywords that will present the best opportunity?
Undertaking Keyword Research will provide the insight you need. It will help you to maximise on opportunities to create a more strategic approach for your online marketing.
Analysing keywords will provide you with enough insight to choose a short-list of best-match search terms which are highly relevant to your business and will drive the most targeted traffic to your site. It is these keywords which will become your Focus Keywords for your site optimisation.
At Whizz Marketing, we run a Keyword Research Analysis Report prior to undertaking SEO and this identifies keywords which are likely to drive the most targeted traffic to your site.
Keywords are given a Keyword Effectiveness Indicator Score (KEI) which measures the number of global and local searches for each keyword and its bid competition co-efficient to get a great estimate of the effectiveness of that keyword.
The higher the KEI, the more effective it will be for optimisation, as the search volume is relatively high, whilst the competition is relatively low.