As a micro business owner you have probably heard of Search Engine Optimisation (SEO).
SEO is the process by which marketers and webmasters can improve the likelihood that a website is returned for a particular search query keyword. Being listed towards the top of the search results not only provides the most traffic, but instils trust in buyers as to the relevance and trustworthiness of a particular website.
Search Engines exist purely to answer people’s queries. The World Wide Web is a vast and expansive space filled with all kinds of different types of data and it is the search engine’s job to index and return the most relevant results for the searchers enquiry. If you were to ask me what the most important element of an SEO strategy is I would say it is the ability to understand your market’s wants and needs. Once you grasp what your target market is searching for you can more effectively reach them.
Learn what your target market wants
Keyword Research is the process used by web marketers to understand the types of words and estimated volumes a particular phrase is searched for every month. Often people will only target high volume keywords of just one or two words to optimise their websites for. These types of search terms are often highly competitive and will require a much higher investment of time and money in order for you to see any real results.
As a micro biz owner you probably don’t have the level of budget required to chase after these highly competitive keywords and therefore it is more advisable when you start creating content for your website you target the long tail. Long Tail Keywords are phrases with more than three words specific to what your website offers.
Research carried out on search behaviour has proved that the searchers are becoming more specific in their queries and target long tail keywords more, this is great news as it means that people who come from these types of queries are more likely to convert from visitors into customers or subscribers.
How to Carry Out Keyword Research
There are literally thousands of articles on the web which will tell you how to do keyword research; some may recommend using an expensive paid service or a technique that doesn’t return a lot of long tail queries. I’m going to show you one of the most cost effective ways I perform keyword research for my clients so that they can find lots of great long tail keywords to bring them more targeted traffic.
Write down a few short tail phrases that relate to your products and services. Now you want to type these phrases in to Ubersuggest. This will return lots of different long tail search terms that people are searching for every month. On the left to next to each phrase is a green-plus button if you press this it will add the keyword to your virtual basket. Once you’ve added all the keywords you want to learn more about to your basket hit the grey “get” button in the top right of the page. You can then copy and paste this list into either the Google Keyword Tool or the Bing Keyword Research Tool to see how many times they are searched for every month.
If you have a fairly new website then you probably only want to target keywords with a search volume of about 300-700 per month.
Implementing your Keywords
Now we have our list of long tail keywords we want our website to appear in the search results for we need to add them to an existing web page or perhaps create a new blog post about them.
Search engines have become very sophisticated over the past few years so don’t worry at all about aiming for a specific keyword density. Probably the most important on page element for good SEO is the page title so try your best to include your keyword within the <title> web page element. There is also a strong correlation between a keyword phrase appearing within the first paragraph of the content and higher rankings.
Over to you
I hope this article has gone some way to help you get started with keyword research and SEO for your micro biz website. I could have written a book on just this area (in fact many have) but if you have any questions please don’t hesitate to leave a comment below or reach out on Twitter and hopefully I’ll be allowed back to write more about internet marketing.
Today’s Micro Action
Use Ubersuggest and the Google Keyword Tool find 10-20 new long tail keyword phrases and create a schedule to add this new content to your website.
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