Nowadays, most new businesses know that they need to utilise keywords in order accrue greater visibility for their site in the SERPs. However, successfully deploying keywords isn’t as easy as it sounds, especially for start-ups. You can’t simply choose popular keywords that are relevant to your market sector and distribute them throughout your website. Many other businesses (including your direct rivals) will already be using the most obvious, general keywords, meaning that it is hard to rank for these terms when you first launch your site. Luckily, as Search Engine Optimisation experts, we can offer you advice on choosing and integrating the right keywords.
1. Long-tail keywords offer increased specificity and reduced competition
Many web-users search for longer, more specific terms instead of short, general keywords. You can benefit from this tendency by developing descriptive long-tail keywords that relate to your business or products and which prospective customers might search for.
For example, if you run a second-hand car dealership, instead of just using the shorter key-phrase “cars for sale” on your site, you might use the long-tail key-phrase “affordable second hand cars for sale”. The greater specificity of the term means that fewer other businesses will be using it, but large numbers people are still likely to search for it. Consequently, it will be easier to rank highly in the SERPs for the keyword and you will attract a greater number of viewers. This is true of almost any given long-tail keywords.
2. Localisation allows you to attract viewers from your own area
You should consider incorporating the area or areas that your business operates in into your keywords. Instead of simply using the products or services that you offer as keywords, you can name the products or services and then add your area to the end of the keyword.
For example, if you run a small retail business in Bedfordshire, instead of using the phrase “local shop” as a keyword, you could specify “local shop in Bedfordshire”. It is likely that there are only a few businesses that are similar to yours in your local area. Consequently, localising your keywords reduces the amount of competition for those keywords and makes it easier to achieve a high rank in the SERPs. What’s more, it allows you to attract viewers who are near you and are therefore more likely to visit your business’s physical premises and become offline customers.
3. Taking advantage of current trends can help boost your views
If there is a news story or current event that relates to your market sector, don’t be afraid to blog about it on your site and use keywords that specifically relate to that story. This will allow you to attract additional views from individuals who are searching for articles about the news story instead of particular products or services. You will then have the opportunity to convert these individuals into customers using the quality and relevance of your site.
Crafting and deploying the right keywords can be tricky, but if you have difficulty with long-tail, local or trending keywords, there’s no need to worry. We are highly qualified to help you in all matters relating to web development and search engine optimisation. Get in touch with us if you’d like to know more.