Of all the elements making up SEO services, be it on-page or off-page optimisation, keywords are at the heart of everything and the difference between success and failure. They may only be a few letters long but if properly researched keywords can do so much more than boost your business’ search engine ranking.
By constantly researching what keywords are most relevant to your customers you can gain a better understanding of what they want now and what they are going to want in six months time, thereby keeping yourself one step ahead of the competition. This is crucial to getting the best out of SEO services.
The way businesses sell themselves may have changed as a result of the explosion of the digital market, but that doesn’t mean the tactics are completely different. Market research for SEO services such as keywords is the same as it is for anything else, in that the key to success is finding out what your customers want. This might seem obvious, but not everyone knows how to do it.
First of all you need to put the groundwork in, which means investing a reasonable amount of time researching the best keywords to use. This doesn’t mean just typing a few relevant terms in to Google and seeing what comes up.
There are a range of research tools you can use to figure out the relevance and value of certain words, including Google AdWords’ Keyword Estimator and Wordtracker’s Free Basic Keyword Demand. Brainstorm what people who might want what you are offering would search for and then use these tools to discover which keywords are the most popular.
For example, by instigating a sample campaign on potential keywords for your SEO services on Bing adCenter you can see the effectiveness of certain words. This is done by measuring the conversion rate of traffic to your site over a certain period and from this you can estimate which keyword is the most likely to have an impact. Essentially, whichever keyword attracts the most attention during these trial runs is probably one you should be using.
However it’s not all about using the terms that come out on top of Google. The top search results only make up a small percentage of what users are after so there is plenty of potential to generate leads from the rest of the market. This is known as the ‘long tail’ and represents the majority of terms people use when searching for a product or service. If you can use your research to effectively identify which of these keywords your clients use you are well on the way to see a strong ROI from SEO services.
Once you’ve hacked in to your clients’ train of thought you can begin to understand what they are going to want in the future by constantly researching keywords and monitoring up and coming trends. This is the Holy Grail of SEO services. If you can get this right your business will thrive in the digital market where standing out from the crowd is everything.