Saturday 22 October 2016

How using the right keyword can make or break your website

Ian Dodson

Published 15/04/2015 | 09:16

SEO (or Search Engine Optimization) is still very much king. It is essential for helping your website get found and rank higher in search engines.

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A recent study by BrightEdge revealed that organic (non-paid) search drives 51pc of all visitors to B2B and B2C websites, trumping all other non-organic search channels, including paid search (10pc) and social media (5pc). Below, I’ll reveal how you can use the most effective keyword research tools to help your website get indexed and discovered by your ideal target audience.

Why Keywords Are So Important:

Keyword research is the process of researching and selecting words, terms and phrases users will search for when looking for the types of products or services your business offers. Conducting effective keyword research enables you to choose the most relevant keywords for your target audience. This, in turn, helps Google’s search engine understand your web pages and serve your website as a suggestion for users searching for these specific terms.

1. Using Google Keyword Research Tool: 

Use Google Keyword Planner to see what terms your customers are searching for and to help you identify the most relevant keywords for your website. Consider using Google autosuggest by typing keywords into the search box related to your products and services, but don't press enter. This will help you to identify long-tail search terms that are relevant to your business which you may want to target.

2. Choosing the Right Keywords for Your Business:

You must select the keywords that are right for your business. Ask yourself, ‘Is the keyword relevant to my website’s content?’, ‘Will users find what they are looking for on my site when they search for these keywords?’, ‘Is this traffic result important for my business and will it lead to sales and/or leads?’ and ‘Will users be satisfied with what they find when they land on my web page?’ If you can answer yes to all of these questions you know you have chosen a valuable keyword worth keeping.

3. Additional Keyword Research Tools to Use:

You can then take your keyword research to the next level by using a tool like Uber Suggest. Simply enter your term into the box provided and choose a language and a source - the tool can derive suggestions from regular Web search or from search verticals like News, Video or Shopping. Other keyword research tools worth investigating include, and (specifically for businesses selling products).

4. Research Competitors’ Keywords Too:

You can use a tool like SEMrush to identify what competitors are competing for the same keywords in organic search as you. This will also help you identify other keywords you should potentially be targeting through your on-page SEO and the content you plan to create. Alongside this you can take a look at the top performing content of competitors with a tool like BuzzSumo and consider creating content around similar topics/keywords.

Next week I’ll reveal how to create compelling and contextually relevant content that helps Google and prospective customers understand your offering and find your website easier. Stay tuned for more useful and cost-effective SEO tips. 

Ian Dodson

Co-founder and Director, Digital Marketing Institute

Ian Dodson is Director and Co-Founder of the Digital Marketing Institute. He has been at the forefront of the Irish digital industry for the past 10 years and has been instrumental in the setup and success of a number of groundbreaking online businesses. Ian writes for various well-known digital and marketing journals on all topics digital.

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