The best keyword list does not start in a tool but in your own mailbox.
You determine keywords by starting with the questions that customers actually ask you, checking them in Google to see what is currently ranking for them, and choosing specific terms over general ones. A term that ten people search for per month with the intention of purchasing is worth more than a thousand searchers who want to know something.
STEP BY STEP
This is how you approach it
- Collect the questions you already receiveCheck your mailbox and your sales conversations from the past few months. Each question that returned twice is a search term. This is free research that most companies ignore.
- Type them into Google and see what it saysAre there mainly online shops, explanation articles or service providers? That tells you what Google thinks the searcher wants. If that doesn't suit your page, then you won't win that term.
- Choose specific over large'Having a website created' was hard fought for nationally. 'Website development for installation companies' is not. Less search volume, much more chance, and the visitor who comes is more relevant.
- Check whether you can make this happenYou are not going to win a term for which you have no evidence or experience from parties that do. Choose where you have something to say that others cannot write.
- One term, one pageTwo pages on the same topic will compete with each other. It is better to have one page that covers a subject completely than three that cover it halfway.
- After a month, check Search ConsoleThere you can see on which terms you are already getting impressions. Terms in which you rank 4 to 20 are your fastest gains: you don't have to start from scratch.
PITFALLS
Where things go wrong
The classic mistake is choosing based on search volume. A high-volume term also tends to attract the most competition, and the traffic you gain is often not buying.
The second is choosing terms that your customers don't use. Jargon that is normal within your company is not typed outside your company.
- Don't choose based on volume alone — high volume means high competition.
- On purchasing intention — ten buyers beat a thousand curious ones.
- No jargon — use your customer's words.
- One term per page — otherwise you're competing with yourself.
- Check the search results — that show what Google thinks people want.
FREQUENTLY ASKED QUESTIONS
More about keywords
Do I need a paid tool?
Not for starters. Your own customer questions plus the search results themselves will take you further than most beginners can get with a tool. Tools become useful when you manage dozens of pages and want to compare volumes.
How many keywords do I need?
One per page, and no more pages than you can properly write. Ten strong pages beat fifty thin ones, and thin pages often aren't even indexed.
What if my term is too difficult?
Make it more specific: add an industry, a situation or a region. You then gain a smaller but much more relevant group, and that is usually exactly the group that buys.
CONTINUE READING
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Know where you are chance makes?
Tell us what you offer and to whom. We tell you on which terms you can realistically win.