Keyword optimisation is one of the main foundations or building blocks to successful SEO. Here is a little secret – people/organisations find your business online through KEYWORDS. Therefore keyword building, analysis and implementation are crucial for rankings.
5 Point Plan
- Clarify what your business offers in short bullet points
- Gather employees to brainstorm on possible keywords
- Determine keywords and use strategically
- Make use of the Latent Semantic Indexing (LSI) element of the Google keyword tool – basically this allows the Google search engine to recognise synonyms -using the tool Google Keyword Tool type in the keyword and scroll to bottom of results page and integrate Google’s synonym suggestions.
- Incorporate the keywords into your website – Ensure keywords that are in the title tag and Meta description match up – offers a much stronger case to Google
Looker V’s Buyer!
When building keywords it is very important to distinguish between ‘looker’ keywords and ‘buyer’ keywords. We will present an example in relation to an Irish US market entry firm. A ‘looker’ keyword would be something like ‘US market entry strategies’ – possibly a student looking for material or ideas whereas a buyer keyword may be something ‘New York Market entry assistance 2012’. This keyword example is a long tail keyword that is geo specific and time relevant. Making an effort to develop distinct long-tail keywords can really work well in a niche market where potential buyers usually know exactly what they require.
Building on the previous point, we would like to demonstrate the long tail theory developed by Chris Anderson. The long tail theory is a simple idea that segments keyword types into three categories:
- Long tail
The head of search is typically a one-word keyword that is generic – roughly 10% of searches relate this section. The mid section accounts for 15% of the action and long tail searches make up the remaining 75% of searches. Most people/organisations will try to target the mid-section, however these words are very hard to rank for competitive generic reasons. Longer tail keywords are much easier to rank and we would recommend that SMEs and niche businesses try to build up a pool of long tail keywords, which will result in substantial traffic in the long run. Furthermore long tail keywords tend to be buyer type keywords (user specifies needs in search)
NO NO’s !!
When optimising the website with keyword integration, do not use black hat tactics like ‘keyword stuffing’ in the title tag or meta description. Make it look natural and human readable. Google is constantly trying to make the search engine human comprehensive. This is something to keep in mind when updating your website and content!