Why Your Business Needs a Keyword Strategy

Millions of people use search engines like Google, Bing or Yahoo to find what they’re looking for online. To rank high in relevant search results, you need to optimize your website with keywords that relate to your business.

A keyword is a word or phrase entered in search engines to find the most relevant information on a topic. Proper keyword optimization will make it easy for your target audience to find you when they search for certain keywords. This will inevitably increase and improve high quality traffic to your website.

Finding out which keywords are right for your business can be a challenge. There are, however, ways to isolate popular keywords before you optimize your website. Additionally, you can test the effectiveness of your selected keywords by monitoring your analytics.

It’s important to realize that keyword research is an evolving process that requires the proper attention to increase organic traffic to your website. In doing so, you’ll save money on expensive advertising campaigns that don’t produce the results you want.

What Are Your Keywords?

The key to being successful with finding the right keywords is to get inside the head of your consumers. Ask yourself what you’d type into Google if you were searching for your products. Think of any and all possibilities surrounding your products—not your brand. Remember, if you’re a small to mid-sized business, the chances of people searching for your brand name are slim to none. Focus instead on words and phrases that relate to your products or service.

Consider the Difficulty and Relevance of Your Keywords

Your keyword selection should be centered on their relevance to your products or services and how difficult it will be to rank for them. Broad keywords are more competitive and will make it much more difficult to show up in search results. Longer and specific keyword phrases, also known as long-tail keywords, are ideal for smaller businesses, as they are lower in search volume and less competitive.

Don’t be afraid to try out several keywords, but make sure you find a balance between the competition level and the relevance they hold. Discover which ones work best for you over the course of a few weeks.

For help with your keyword research, try using Google’s Keyword Planner, a free tool that will allow you see the competitiveness of each keyword and also provide new keyword suggestions.

The Value of Word of Mouth Marketing

Word of mouth advertising goes back thousands of years, when ancient civilizations had to communicate to find out what the best path was to travel, where the best watering holes were, and even where they could find the best food.

Today, marketing takes from this ancient technique by advertising their business via word of mouth channels. The value of this technique goes far beyond driving traffic back to your website. It can in fact help increase brand awareness, build credibility and help you develop trust with your customer base.

When one of your customers tell their friends or family members about your business without being prompted, the result can be dramatic. However, if you really want to spread the word about your product or business, you have to target influential people within your niche. You can do this in several ways.

Social media, authoritative bloggers, and even popular YouTubers are ideal targets for your marketing. If you can successfully connect with them and ignite a passion for your business in their own business dealings, you can transcend all online and offline platforms.

A few techniques you can utilize to get your campaign off the ground and receive the notoriety you desire include:

  • Be honest about your business (never ‘oversell’ your concept or product to potential thought-leaders)
  • Generate excitement for and interest in your business
  • Become an influential vocal point in your niche (use social media, blogs, and any other online outlet where your voice can be heard)
  • Make your idea shareable (If your customers can’t understand what you offer, your campaign will be dead from the start)

Today, more consumers than ever turn to people-first sites like Yelp and Google Reviews to decide where to eat, shop and even live. If you want to stand out from the crowd, you have to earn the trust of your customers, and once you have that you can spread the word and generate interest in your company.