Keyword Research
The starting point for ALL digital marketing for your business
Before you start
Many business owners do not realise two important things:
- Not all pages on your website have to be visible form you navigation console on your website. In essence you can have “hidden” pages that the search engines can find from your site map or from links on your main pages and then if well optimised these “hidden” pages will still be listed on the organic search results. Below is an example of organic results.
2. Each page on your website can be optimised for a different key word/phrase.
It is important that you talk with your website developer to determine what key words/phrases each page on your website will be optimised for.
What is keyword research?
Keyword research enables you to fully understand how many times certain words and phrases are used in the search engines each month.
Once you know all the most popular keywords people use to find your products and services you can then create dedicated pages and other digital resources such as blogs and social media posts optimised for these keywords.
Why is keyword research important?
Once you know what people are searching for and which are the top keywords/phrases they are using then you can make sure your website and digital marketing (Google My Business, social media) is optimised for these keywords.
Obviously, you will be directing people to your website but what you really want is for people that you do not know and who are searching for your products and services to find your business. By having optimised webpages for these keywords Google can then list these optimised pages on the search engine results page (SERP).
An important tip: Think about common mispellings, for example there are 10,000 searches a month for microbladng. It would be worth creating a dedicated page optimised for this mispelling.
Keyword research process?
There are many different keyword research tools, a couple of which are free to use and others that are pay for services (your web designer should have access to at least one of these.
Free keyword research tools
- Google’s Keyword Planner (https://ads.google.com/intl/en_GB/home/?pli=1). This is linked to their ads campaign manager and you will need to proceed as if you are setting up an ad campaign.
- Ahref’s Keyword Generator (https://ahrefs.com/keyword-generator). This will list the top 100 related keywords to a particular keyword you type in. Remember to select the correct country when using the Keyword Generator.
- Answer the Public (https://answerthepublic.com/). This is a very nice tool that actually gives you some very useful information beyond just the keywords and can help you create some very relevant ideas to create optimised content for your website.
It is also worth remembering that Google provides direct information when we carry out a search. This is done in three specific areas:
Auto filled search phrases
When you start to type in a product or service such as hairdresser, Google will start to auto-fill recently commonly searched for phrases. If relevant for your business these are key words/phrases you should be making sure you have optimised pages for on your website.
People also asked
On most search results pages you will find a section called People also ask, as shown below. Although these are not really keywords it is advantageous to ensure you answer these questions on your website – this can be done very effectively within your FAQs.
Related searches
At the bottom of the search results page you will also see a section often called “related to”, as shown below. These are other common search phrases and again you need to have optimised pages to each of these key phrases.
About Driving Local Sales
Driving Local Sales is a service owned and run by Techy Business Services Ltd.
Our local digital marketing solutions are tailored for businesses that sell locally within their community, helping them generate more enquiries and driving growth through proven strategies.
Phone: 01306 480440
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