How To Find The Right Keywords

How to find the right keywords was asking the right question. The copy or the content in a website is where the search engines look to figure out what your site is all about. In other words, search engines look for certain keywords or keyword phrases in your website pages when they decide if your website is the one they should send searchers to.

A keyword is the word people type into Google, MSN or Yahoo or Ask to find the information they are looking for. And remember, people rarely look for a particular site. They look for information or information about a particular product or service they want.

For example, if a person does a search for the term “online marketing firm,” there are three keywords that the search engine would look for in the content of a Website — “online,” “marketing” and “firm.”

Keyword phrases are much more effective that single words. You want to string together keywords into a phrase that is more likely to be searched for. Such as our chosen keyword phrase, “online marketing firm.”

There are two techniques we use to get the search engine’s attention when it comes to keywords and copy. They are:

1. We put the keyword phrase in the headline and the first sentence of the page. In other words, the sooner the search engine sees your keyword phrase, the more importance it will place on your content compared to other websites.

2. Make sure we use other “related words” that complement our keywords and reinforce the impression to the search engines that this is a page that really covers the keyword topic people are searching for.

However, you don’t want to create a nightmare for your visitor and turn them off with content that reads like this:

“Online marketing firm for businesses looking for online marketing firms. If you’re looking for an online marketing firm, call our online marketing firm at (612) 226-7667.”

While you might think this is the way to go to get good search results for the keyword phrase “online marketing firm,” you’re creating two big problems.

1. Who in the world wants to read something like that? You’re website is supposed to be your 24/7 marketing tool. Rather than creating a motivated customer or client, all this kind of writing will do is get them to click to your competitor.

2. Google will interpret this as spamming and they will slam you down hard. The software robots that read these pages are developed by the smartest people on the planet. Google can afford to hire the best. If Google’s bots don’t think the copy reads naturally, they will slam you down in the search engine rankings.

You’ve also written content that has no complimentary keywords to create a richer experience for readers and to entice the search engines.

Let’s write some content that gives a better overall experience and gives Google a reason to raise you up in the rankings. I’ve bolded the keywords and italicized the complimentary keywords.

Online marketing firms are a dime a dozen. So how do you find a Minneapolis marketing firm that understands your business and is an expert in pay per click advertising, organic search engine optimization, and building links? We’ve been turning websites into 24/7 marketing machines since 2000.

What’s more, we do free website analysis and free initial consultations. Don’t settle for an Internet marketing firm that's a one trick pony. Call Bob at 612-226-7667 and get the online marketing you need.”

How to choose the right keywords

So let’s say you have a “bright and shiny” new website. Or perhaps it’s your “old and trusty” website. And it’s time to optimize it for your keyword phrases or you hire online marketing firm WordsmithBob to do it for you.

But how do you figure out what the right keyword phrases are? There are three things you need to consider when searching for the “right” keyword phrases:

1. Who your clients or customers are and what they want

2. Who your competitors are and what makes you different

3. What you want your website to accomplish

Picking the right keywords begins with figuring out what makes you firm unique in the eyes of your customers or clients, in relation to your competitors, and how you want your business perceived. Then you work with your SEO expert to create a list of keyword phrases that fit those targets.

So, what would your prospective customers or clients type into Google to find your product or service? Put yourself in their shoes. Don’t think in terms of the name of your product or service if it’s something that might be obscure or not well known. Don’t think of what your competitors or people in your industry would use. Chances are your customers or clients don’t know the “technical term.”

The best way to think of it is what do people say to you when they come to your office or shop? What words do they use? What questions do they ask? Do they use technical terms or are they more likely to use words like “thingy” or “stuff”?

Just remember, the words they speak in your office or shop or store are likely to be the ones they type into Google, Yahoo or MSN when they are looking for you or your products or services.

Also, unless you have a very limited market of people who use and expect to find very technical language, you’re going to lose visitors before they get to the end of the first sentence.

Now, when it comes to separating yourself from your competitors, if you’re local, you need to use at least one keyword phrase that includes your geographic region. For example:

• Minneapolis online marketing

• St. Paul online marketing

• Minnesota online marketing

And for heaven’s sake, don’t put namby-pamby phrases like “We give great service” and “Our product is second to none.” That’s called hype and American’s have the best BS detectors on the planet. That kind of meaningless tripe might sell in a very remote part of outer Mongolia but it won’t pass muster here.

Look at it this way. Let’s say you have a meeting with a sales rep to order new computers for your shop floor, retail stores or office workers. And when you ask why you should buy computers from them instead of Office Max or Best Buy for Business, they tell you, “we give great service and our computers are the best.” Would you buy from that clown? I rest my case.

Lastly, I want you to think about what are your long term goals for your business. When I first developed my website, I was using “copywriting” and “copywriter” and “web writing” and “web content” for my keywords. What I didn’t take into account was that my ultimate goal was to grow my business into a full blown online marketing firm.

The long-tail keyword phrase

I get asked (or sometimes told) “I want to compete for this keyword.” And that’s what it is…one word. Take my word for it. Unless you’re the biggest corporation in America, you can’t compete for a single word and you probably can’t compete for any two word phrase.

Why? Because it takes a full time staff of people working 8 hours a day to create a campaign around single words or most two word phrases.

The other reason is because most people know better than to just type in one or two words when they are searching for something. Quite often, the first thing they type in is a full blown sentence.

And I want you to remember this. Glue it to your forehead:

The more exact the phrase a person uses to find what they want, the more likely they are to be MOTIVATED!

Look at it this way. Who do you think is going to be more likely to buy? The person who types in:

marketing for Minneapolis law firms

Or the person who types in:

marketing firms

Finis...

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