The Business Marketing Show with Ed Keay Smith and Brendan Tully

E57 – Keywords, Keyword Targeting & Keyword Research

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In this episode we talk about keyword, keyword targeting and keyword research. We share some simple strategies and tactics around keywords that will eliminate a lot of confusion small business owners feel around keywords and search engines.

This is a good episode to listen to if you’re looking to rank higher in the search engines and be more proactive around Adwords and search engine marketing. A lot of costly mistakes can be easily avoided by following some of the advice we share in this episode.

Notes from this episode:
  • Your website will rank differently for the same keyword depending on device, physical location of the searcher and in some cases, the searchers history
  • “Being number 1” or getting a high rank for a keyword is not a complete strategy. Ranking doesn’t necessarily get the visitor to click on your site and getting a visitor is no guarantee you’ll get an enquiry, lead or sale.  Making sure you have a well written meta description and important conversion elements such as high quality photography will make a big difference the overall performance of your site.
  • Be mindful of the searcher intent vs your website purpose. There is a big difference between someone search “margaret river accommodation” (a specific town) and “southwest accommodation (a very big general area).  The quality of searches almost always beats quantity.Other examples:
    • “best exercise bike” vs “buy exercise bike online” – from the perspective of selling exercise bikes, the second term is much higher quality
    • “dentist” vs “cosmetic dentist perth” – the second search is much more specific and the intent of the searcher is a lot more clear
    • Adwords can be a great keyword research tool. Also worth testing keywords in Adwords to see how they perform from a sales perspective before committing SEO resources to ranking for that term.
    • Remember the “too good to be true” rule – if it sounds too good to be true it probably is. Many of the “you rank on page 1 or it’s free” SEO agencies take shortcuts and use methods that work short term but hurt you long term.
    • Keyword rich domain names don’t work like they used to. Just because a website search matches the domain name doesn’t mean that is why it’s ranking high.
    • It’s extremely hard to rank for a search term if you don’t have a page of content for it. For example, a dentist who wants to rank for “cosmetic dentist perth”, “teeth whitening perth”, “dental implants perth” will find it significantly easier to rank if they have a good quality page of content dedicated to each of these search terms.
    • Brendan’s keyword research approach (the opposite to how most business owners do it):
      1. Brainstorm and make a list of all the products and services you sell (pen and paper is ideal)
      2. Rank this list in order of priority
      3. Confirm that you have a page for each of these products or services – if not create them. To a certain degree, the longer the page the better.
      4. Do keyword research and determine what terms relate to the product/service and page and implement appropriately.

        5.  

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        The Business Marketing Show with Ed Keay Smith and Brendan TullyBy Ed Keay Smith & Brendan Tully