Website SEO Tips: Keyword Research

HOW TO PERFECT YOUR KEYWORDS

In order to find the right keywords is to understand your target market and how they could find your content. It will help you to know what people are searching for, and how they’re searching for it. Ask yourself who your customers are, and what their goals are. Most people don’t bother doing keyword research as they know what they want to rank for. But many factors come into play as some keywords are extremely competitive in oversaturated industries. Here are my tips for improving your website SEO with keyword research and making you stand apart from competitors on search engines!

How to Get Started

I always recommend investing time in perfecting your keywords. Begin by delving into what your target audience is searching for and identify less competitive keywords within your industry. The key is to strategically place these keywords throughout your website, including in site headings, meta tags, image alt tags, blog posts, and other relevant areas. The questions you need to ask may vary depending on your industry, so here’s an example to get you started:

Example – Skincare Company Keyword Research

Imagine you run a skincare brand and want to rank organically in search results. The skincare industry is highly competitive, making it challenging to stand out locally. To achieve a high ranking, you must precisely define your ideal client. To understand their preferences and how they discover your website, ask the following questions:

• What specific skincare products or solutions are people searching for?
• Who is conducting these searches? Are they younger or older, male or female?
• When do people typically search for skincare-related terms? Is it consistent year-round or more active during certain seasons or holidays?
• What specific words and phrases do they use in their search queries? Are there popular additional keywords associated with skincare, such as “eco-friendly,” “natural,” “cruelty-free,” or “fragrance-free”?
• What motivates people to search for skincare products? Are they searching for personal use, as gifts, or to stock in their own shops?
• Where are your target audience located geographically?
• Have you analyzed your competitors’ keywords, and can you incorporate unique keywords that set you apart? Tools like UberSuggest can assist in this research.

By addressing these questions, you’ll gain valuable insights into your target audience’s behavior. To find answers, consider using tools like Answer the Public, Google Trends, and other reputable sources to explore what people are searching for in your niche.

What to Avoid: Common Keyword Pitfalls

Keyword Stuffing

One common mistake is keyword stuffing, where the same keywords are excessively repeated in hopes of ranking higher. Ironically, search engines penalize this practice. Instead, focus on delivering valuable content with keywords appropriately integrated.

An example of keyword stuffing: “Creative Candles, soy candles, soy candle company, fragrance-free soy candles in Atlanta, natural soy candles”

Short & Vague Keywords

Using overly broad keywords, like “makeup artist,” can be challenging to rank for, especially when competing with numerous similar businesses. To enhance your chances of ranking, consider long-tail keywords that combine several specific terms. These keywords face less competition, are easier to rank for, and often lead to higher conversions.

Examples of long-tail keywords:

• Highly Competitive: “Makeup Artist”
• Intermediate: “Toronto Makeup Artist” (Location-Based)
• Lower Competition/Higher Conversion: “Toronto Bridal Makeup Artist” (Location + Specific Service)

As shown above, adding a location or specifying services can significantly reduce competition and improve your ranking prospects.

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