Companies optimize how their web pages are found by allocating keywords to their pages. Good keywords (and phrases) are relevant and easily found online.
Hypothetical situation: An online shopper types a keyword into Bing or Google. The search engine then determines the top matches for those words. Hundreds of pages may come up with matches…so what lucky pages come to the top of the list? The pages with rank (and it really has nothing to do with luck): The pages at the top have relevance and authority.
Most companies understand the importance of search engine optimization (SEO), but not everyone knows how to achieve it.
Keywords are not just about SEO, and SEO isn’t just about keywords. Keywords are also the glue for a company's marketing promotion.
First, your company should realize that keywords are not just single words, but detail oriented, hand picked phrases that separate your company from the rest of them. Tons of companies sell furniture, and unless you are a huge industry or happen to be furniture.com, you may not stand out from the rest or even be on the first few pages of search results.
However, search phrases can be optimized to help your company. The first question you should ask yourself: what do we do? That question is the very beginning of your keywords. Then think about how a customer or potential client would search and find your website or specific blog. This is the start of your company’s keyword list.
If you sell furniture…what kind of furniture do you sell? Comparing search results from the keyword “furniture,” and the more elaborate long tail keyword “brown antique leather kitchen chairs,” the variances of results are almost unbelievable. Long tail keywords are especially great for small businesses.
The other distinction is in what the phrase means. Someone searching the keyword “furniture,” is probably browsing and unsure what he or she is looking for. If someone searches for “brown antique leather kitchen chairs,” they know exactly what they want and they are going to buy it.
Even better, if they search “brown antique leather kitchen chairs in Spartanburg SC,” they know where they are buying from. Location is an important when considering what keywords to use. If your company works from several locations, it might be a good idea to have separate webpages for each location to optimize your chances of being found.
Last, companies should have a grouping of keywords and use a broad match type setting (allows your ad / content to pop up for searches on similar phrases and relevant variations). Searching for “graphic t” is different than searching for “graphic t-shirt,” “graphic T’s,”and “buy graphic t-shirt.” Using the tools below might help your company decide how to group your keywords as well as which ones to use.
5 Keyword tools to help keep your company’s SEO plan on track:
1-Do you want to know which organic search terms are already bringing traffic your way? Use a web analytics tools like Google Analytics and Hubspot.
2- The Google AdWords Keyword Tool is another must-use. It allows you to enter either keywords or a webaddress. In return it gives you all the data, helping your company choose which words to use. It even generates a list of usable keywords, competition, and monthly local and global searches.
3- Do you want to find out how much interest surrounds your keywords? What is trending? Use the Google Insights for Search tool. It will also inform you where the traffic is coming from surrounding a keyword, comparable keywords, and what caused the attention.
4- Want a professional and widely used Keyword tool? Use Wordtracker.
5- Want a free keyword tool to help with keyword suggestions and grouping? Try WordStream.
Now that you’ve got keywords down, learn about links.
Download “Be a Link Boss,” a Whipp guide on link authority:
