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Drive Business Traffic with Keywords by Jeff Tippett
There's a big difference between getting lots of traffic to your business website and getting targeted traffic. When your web presence is a critical part of your marketing mix, choosing the best keywords and key phrases is going to make a tremendous impact on the kind of traffic you drive to your site.
We've written about choosing good business keywords before, but this article will give you a more in-depth understanding of how to go about choosing and implementing your keywords.
How to Get Started
This is a basic pencil-and-paper exercise. Really! Okay, you can do it on the computer, but don't get distracted by the many shiny items twinkling in the screen's glow. It's more fun over a beer in a tavern late at night, anyway. Here's where to begin:
* Write down the name of your industry, company, and each product and/or service you offer. The more specific you can be, the better.
* If you sell to a particular geographical area, write down all the state, city, town, and county names associated with your business. If your product is related to zip codes or other geography, get those numbers and keywords into the list.
* Write down the specific problems your product solves, or particular needs it meets.
* Note the questions people ask about your business. These might start "How do I..." or "What are the steps involved in..." Pull the keywords and phrases out of those questions and add them to your list. (Keep the questions list -- you'll want to write content around these if you haven't already.)
* Make a list of all the words associated with your industry, product, or service. There may be several words for each item. If you sell pliers, you will probably write down "needle nose," "slip joint," and "fixed joint," along with "hardware," "tools," and everything else related that you can think of.
* Write down the most common misspellings of your company name, products and services. Some fields have more of these than others.
* Add the names of your primary competition to your list. Include business names and brands.
* Go look at the websites of your primary competitors (this would be after you leave the tavern, hah) and click "view source" on your browser to take a look at the keywords they are using in their site. Pull any you don't already have into your list. You can also get a good sense of their keywords just by reviewing the titles and copy on their site.
You should have a solid list of at least 100 or more keywords and phrases. Don't listen to the people who say you only need three to five good keywords. You need hundreds; you'll prioritize them as you learn which ones you really want to rank for.
Getting Your Keywords Organized
Now comes the serious part. Look at your list and put a check by the ones that you think are going to be the most important to you. These might be the words connected to your product with the highest profit margin, or your best-selling service. Don't forget to consider your target market, and what words they will use to find you. Open a spreadsheet and put those words at the top.
Now it's time for a little online research on your top keywords and phrases. Use the Google Adwords Keyword Tool to start fleshing out your list. Look up those top keywords and see what others the Keyword Tool suggests. If the search volume on those words is high, it may take longer for you to show up high in the rankings for that particular keyword, but don't let that stop you. Organic search results only come with weeks and sometimes months of patient work.
You'll begin to see some obvious groupings as you flesh out your list. Keep your most important keyword at the top of your list, but feel free to make each list as long as you like.
You should also start differentiating your list by pages on your main website. These different page lists will probably translate nicely to your landing pages as well.
What You Will Use Your Keywords For
The reason you are making these keyword lists is that you will want to use them in a number of places to drive targeted traffic to your website pages, landing pages, and other internet presences.
* Paid search: If you are going to run a paid search campaign, you'll need the big list of keywords, and you will divide them up into sets or campaigns that go together.
* Website: You'll be putting your keywords in many places on your business website, starting with these locations.
o Title tags: The first thing a search engine will "read" on your site, the title tag is typically 75 characters or less.
o Meta description: This is a brief description of your business, using about 150 characters. Sometimes business owners use their "tagline" for the meta description, which is good so long as it includes your best keywords.
o Headers: The top level of headlines are also usually the titles of your pages.
o Content: You want your page content to include the keywords and phrases you want to rank for. Anything you put in bold will increase its prominence.
o Crosslinks: Optimally you want any links on the page to use your best keywords, and be connected to related pages on your site. Of course, you also want inbound links to use your keywords, but that's a more advanced (and very important) piece of marketing.
* Image Alt Text: Don't forget this important item! Any images you upload to your site should have keyword-appropriate alternate text, because this is the only way a search engine will know what the image is related to. You also want to choose good keyword-rich titles for your PDFs, free giveaways, incentives, or other downloads.
* Landing Pages: Each of your landing pages should have all of the above items and use keywords accordingly.
Not so scary, it it? All it takes is a little work, and you'll be on your way to getting targeted traffic to your web properties.
About the Author
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