From running a large-scale Google Adwords campaign to everyday content creation, selecting the right keyword(s) for your business to target is vital to the success of your online efforts. In this article, we discuss the different types of keywords and look at what you should be considering whilst making your selection.
Local and National Keywords:
Whether you should be targeting a local or national keyword is completely dependent on your business. If you provide a service to a limited area, then local keywords are what you should be looking for. If you operate across the country or distribute products all around the world, targeting a national keyword is likely to be much more profitable. These two types of keywords can be almost identical, with the local keyword simply being refined to a specific area. See the example below:
- National keyword – Double Glazed Windows
- Local Keyword – Double Glazed Windows in London
Like most things in business, your budget plays a huge role in deciding the size of the campaign you can launch. A large budget allows you to target more generic search terms while small businesses and start–ups might have to settle for long tail keywords (Phrases that are typically more focused and greater in length) at first. Below is another example, sticking with the theme of windows:
- Generic Keyword – Double Glazed Windows
- Long Tail Keyword – Double Glazed Window Installations in London
Ideal keywords, as the name suggests, are the search terms that are perfect to target due to receiving high levels of traffic with little to no competition. These keywords are can be incredibly challenging to find but they do exist – here’s a list of free tools that many online marketers use to find them:
1. Google Adwords – After signing up for your account, click the ‘tools’ tab and select ‘keyword planner’. Enter some of your more generic keywords and Google will present you with a list of alternatives, alongside the search volume and competition statistics.
2. Keyword Tool – Does almost the same job as Google Adwords, however you can also use this software to find search terms across other websites, including Twitter, Youtube, Instagram and Amazon.
3. Answer The Public – This tool is perfect for finding question related search terms and blog post ideas. Simply enter a generic keyword and it will display a vast number of queries that can be filtered however you wish.
4. Keywords Everywhere – Currently available for Chrome and Firefox, this extension will display additional results whenever you search Google for a term. It provides a list of related keywords that can be exported to a CSV file for easier assessment.
When using Adwords, you may stumble upon a search term that has both low competition and low search volume – You should never write these off as potential targets for your business however, as they may begin to receive more traffic as time progresses. If you spot a keyword that you think will perform much better in the future, you can focus your efforts on ranking for it now and reap the rewards when the demand increases. Having a deep understanding of your niche will help endlessly when trying to pick out these keywords, you can also use Google Trends to see how different terms have been performing over time.
Most online organisations that succeed tend to start small and target more general keywords as they grow. Keep in mind that SEO is very much a long-term marketing strategy that can have an array of positive implications for your business if done correctly. If you have any questions about picking the right keyword(s) for your business – please do not hesitate to get in touch with Lion Sourced on any of our social media platforms and we will do our best to help you out.