Bahrain Talk Exclusive by :Casey Piquette When it comes to online marketing and managing your website there is a lot of jargon that gets thrown around; SEO, bounce rate, organic vs. direct search, traffic, and many others. While this can seem overwhelming and have you feeling a bit lost, there is one important concept that I
Bahrain Talk Exclusive by :Casey Piquette
When it comes to online marketing and managing your website there is a lot of jargon that gets thrown around; SEO, bounce rate, organic vs. direct search, traffic, and many others. While this can seem overwhelming and have you feeling a bit lost, there is one important concept that I believe every entrepreneur or marketing director should know, and that is keyword selection. Your keyword selection can be the main contributor to help put you on the front page of Google and increase your search results.
Let’s start by looking at what keywords are. Keywords are words or group of words (known as long tail keywords) imbedded throughout your website that your potential customers would be searching for. Keywords help your potential customers to find you, as well as help Google to understand the relevance of your website to searches that come in.
Popular keywords can be competitive, so it is important to choose smart ones for your business. Companies cannot have exclusivity on keywords, but they can however optimize the way they are integrated in their online channels as well as pay money to have those keywords featured as advertisements or boosted results through Google. Luckily, there are many tools available that can help you make a decision about what keywords will work best for you and help you to gain new visitors.
When planning your keywords, the first thing to do is to brainstorm what kind of keywords you think would suit your business. To do this effectively, try thinking in the eyes of the customer. What would potential buyers be searching for that could lead them to your services? This list does not have to be perfect to start, but it just needs to be a draft in order to go to the next step of generating keyword lists. If you are not sure where to start, look at your competitor’s websites. What sorts of words are they using to describe their products or services?
You should also think about where your customers are located. Are you looking to sell in a particular city or country? If you ran a graphic design company based in Bahrain, should your include “graphic design Bahrain” as well as “graphic design Middle East”, or does location even make a difference to your product? If you have a product that can only be sold in a specific location, including that location in your keyword can help to narrow search results for your potential customers.
Once you have a list of at least 5 or 6 keywords, you can log onto Google AdWords Keywords tool (http://adwords.google.com) to help refine your search and generate ideas. Google AdWords allows you to research potential keywords and bid on specific keywords to boost your website search results. This will help drive more traffic to your website by connecting searchers with your products and services through keywords.
Under the “Tools” menu, you can select the “keyword planner” and the option to “Search for a new keyword and ad group ideas”. Here you can type in the keywords or phrases that you have started with, specify your settings by geographic area and match it against your website, or landing page.
Google AdWords will provide you with Ad Group ideas as well as keywords ideas. The important things to notice are the average monthly searches and the competition for the words. Some words could be very highly searched, but there is less competition from companies bidding to advertise based on those words. These are the words you should focus on because when you find a highly searched word, with low competition, it will be easier to gain authority with this keyword through Google Ads.
For example, I ran a search on Google AdWords for “graphic design” focused on countries in the GCC. The results showed two potential keywords to be “logos” and “logo design”. These seem like very similar keywords and it does not seem like there would be much of a difference whether to choose one over the other. But when looking at the details, “logo design” has average monthly searches of 2,400 and high competition, and “logos” has average monthly searches of 3,600 and medium competition.
This means that more people in my search range are searching for “logos” and it is less competitive for ad placement with this keyword. If you own a graphic design company and your specialty is designing logos, this means you might want to capitalize on the word “logos”, rather than the word “logo design” throughout your website in order to boost more traffic.
Another thing to look for is the rating of words versus their synonyms. For instance, originally our firm was using the words “marketing advisory” throughout our website. Why? Because we thought it sounded more cutting edge. But upon running a Google AdWord search, I found that the term “marketing consulting” is much more highly searched than “marketing advisory”. At the end of the day what matters for us is driving relevant traffic to our website, so we decided to change to “marketing consulting”.
Another point is that people tend to search in plurals when they are shopping around, and singular when they are buying. If a person is looking to book a tropical vacation in the Maldives, they would generally search something like “Maldives resorts” to get ideas on where to go and what their options are. But when they are ready to book, they would then be searching “Maldives resort”. Words in the singular form are generally more competitive because of this, but it also depends on what your business is trying to do with your visitors.
Overall, Google AdWords has some very helpful tools that can help you to figure out how to optimize the language on your website. There are many great tutorials online that can help you to navigate it, such as the SEO tutorial by Matt Baily on Lynda.com. With a bit of exploring and trial and error, you can find the keywords that will work for your business in no time.