Hand-in-hand with the whole process of identifying your ideal customer is doing detailed keyword research. Even if you know who your ideal clients are but have no idea how to lead them to your site, you will not be successful in converting them to actual clients. This is typically a one-time task done at the beginning of your online marketing campaign and can be delegated to a keyword research specialist for extremely effective results.
The Necessity of Keyword Research
Keyword research is like turning on the light. By doing keyword research you will know, and not guess, exactly what your potential clients are searching for when they look for services and products like you offer. Simply knowing who your ideal clients are is not enough. You have to know the phrasing they use when they search. When you discover those phrases, your keyword research is done.
Luckily, the keyword research portion of the marketing plan only needs to be done once, unless you diversify the line of products or services you offer, new uses are discovered for them or you open a new division of your company.
In order to nail down the keywords that are being used to find companies in your field, ask yourself some questions.
How Will People Search for You?
What types of phrasing will potential customers use when searching for you? Will they look for a person, position, a firm or a solution? Will they use geographic modifiers like city, state or region? Will their level of motivation come through in their search, by using specific words?
• Specific person: “Plumber”, “plumbing contractor”, etc.
• Geographic modifiers: “plumber Atlanta”, ”plumber Atlanta GA”
• Motivation levels: “emergency plumber Atlanta”, “24 hour plumber”
As a critical part of your keyword research, you should employ a keyword research tool. While there are a variety of such tools on the market, Google AdWords is a free one that can help greatly, as it generates keyword ideas for you, as well as synonyms. Cross-reference your keywords with geographic modifiers. This will often help you be as effective as possible getting ranked according to strong keywords. The more precise the keyword, the better conversion rate it will have for sales.
What types of phrasing will potential customers use when searching for you? Will they look for a person, position, a firm or a solution? Will they use geographic modifiers like city, state or region? Will their level of motivation come through in their search, by using specific words?
• Specific person: “Plumber”, “plumbing contractor”, etc.
• Geographic modifiers: “plumber Atlanta”, ”plumber Atlanta GA”
• Motivation levels: “emergency plumber Atlanta”, “24 hour plumber”
As a critical part of your keyword research, you should employ a keyword research tool. While there are a variety of such tools on the market, Google AdWords is a free one that can help greatly, as it generates keyword ideas for you, as well as synonyms. Cross-reference your keywords with geographic modifiers. This will often help you be as effective as possible getting ranked according to strong keywords. The more precise the keyword, the better conversion rate it will have for sales.
Use Nitro Samurai (http://www.nitrosamurai.com) or another pay site for further building a list of long-tail keywords. They can help you determine which very specific keywords are most valuable. It will also give you an inside look into which words your competitors are using and the quality of the SEO competition they present, when you do a keyword search for them.
Document Data for Future Use
Be sure to keep a running tab of all the keywords you discover. This will give you information to work with for your online content. It will also keep you from having to repeat the keyword search.
Keywords will be used in every aspect of your online marketing. Therefore the research you do in the beginning about your ideal client and how they search will carry over in all your online content. You will use those keywords for:
- Articles
- Blogs
- Search Engine Optimization
- Press releases
- Ads
- Social media
- Videos and audios
- Tags
Even simply adding one or more traffic methods per month to your existing traffic generating strategies will earn significant results. Target a couple more keywords from your keyword list each month.
Keywords will be used in every aspect of your online marketing. Therefore the research you do in the beginning about your ideal client and how they search will carry over in all your online content. You will use those keywords for:
- Articles
- Blogs
- Search Engine Optimization
- Press releases
- Ads
- Social media
- Videos and audios
- Tags
Even simply adding one or more traffic methods per month to your existing traffic generating strategies will earn significant results. Target a couple more keywords from your keyword list each month.
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