Copywriting Secrets and Tips: SEO Keyword Research
Some people cut bread, others cut corners. When it comes to search engine optimised keyword research, stick to the bread.
Don’t fall into the same trap as the mountain climber who packed a tent but not the tent pegs. He had a cold night’s sleep.
So think warm thoughts and aggregate your web copy with the right keywords. This’ll get you in bed with the search engines faster than a Himalayan avalanche.
SEO Keyword Research for Existing Websites
When working with an existing website the first place you should start is with the analytics. Have a poke around and find out what keywords have brought traffic to your site.
Take note of various metrics like how quickly they left the site, how long they stayed and how many pages they viewed?
Columbo always embarked on a fact finding mission before bringing his target to book and so should you. Not only will you be able to see whether existing content is working, you’ll bring perspective to which areas of the site you want to grow.
SEO Long Tail Keyword Research
Targeting single keywords, or head terms, has traditionally been viewed as a way of generating big bucks online. Given that the internet is now saturated with keyword-heavy websites, things have changed.
The competition for many individual keywords is vast.
So set your sights on long tail keyword research and target groups of keywords.
A good way of doing this is to understand your audience and how they use keywords when searching online. Draw-up a user profile and ring-fence what search terms you suppose they are typing into Google.
Armed with a list of well-researched keywords makes it easier to tailor your content to the key audience.
So What are Long Tail Keywords?
The long tail of any keyword is the head keyword. Let me translate. In the search phrase ‘menswear Grimsby Lincolnshire’, ‘menswear’ is the head keyword and those which follow are the long tail.
Long tailing, then, is a means to modify head keywords – such as ‘menswear’ – which are just too competitive.
On the downside, longer tail keywords might not get as many hits as the head ones.
But the good news is that the query will be more targeted, driving a specific type of traffic to your site.
Users often know what they are searching for, so if you match their needs, the chances are you can pretty much get them to do what you want.
SEO Keyword Research for New Websites
When it comes to SEO keyword research for newer websites, a similar line of attack is required.
Go all Picasso and draw-up a list of keywords you think the user will search for. Throw them into an online keyword tool and search for relevant data.
If you’re starting a new website then it’s even harder to rank for those head keywords which are higher in competition. So again, bring the long tail into play.
Have a look at long tail modifiers and build the keyword you are after into a key phrase.
Keyword Research: A Crucial Part of Web Copy
SEO keyword research is a highly technical area and it’s just not enough to spam your web pages with keyword-heavy paragraphs.
Keywords and key phrases need to be seamlessly embedded in the slipstream of your web copy. When the dust settles, your web copy should be SEO enhanced to help you rank well online.
It should also embolden and further your brand identity, contain effective yet subtle sales messages, while informing and entertaining your readers.
It’s a tall, but achievable order.
With that in mind, take a moment to consider a pearl of wisdom imparted to me by a taxi driver this morning…
“It’s a topsy-turvy world and maybe my problems don’t amount to a hill of beans. But this is my hill and these are my beans!”
Well said Mr Taxidriver, well said indeed.
Anthony
12:34 pm, August 23, 2010
Great article, highlighting many points often missed when undertaking keyword research – for instance as you rightly suggest the keyword long tail is often a companies road to success!