Before you can really start with the optimisation process, it's advisable to have keyword research carried out first. A search term or keyword analysis gives you more insight into the search habits of online surfers. What word combinations do your potential customers enter in Google to search for your product?
What word combinations do your potential customers enter in Google to search for your product?
- “plasterer” -> keyword: “wall rendering” or “plastering service”
- “tiler” -> keyword: “tiling professional”
- “home insurance” -> keyword “home fire insurance”
If the correct terms are missing on your website, you won't be included in the desired search results. On B2B websites especially, people still use too much internal jargon. Obviously, these are often terms your potential customers aren't familiar with. The result? A website that's never found. It's therefore vital that your terminology matches the keywords used by your customer.
How to determine the right keywords
How do you know what the right keywords are? And which keywords you want to be found with? The suggestion tools Google Ads (formerly Google AdWords) or Ubersuggest can help you on your way. But it's often not that straightforward in practice.
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Once you have determined the right keyword combination, it's time to implement it in the right place. After all, simply using the right terms isn't enough. You also need to incorporate these keywords into key elements such as your headings, meta data and alt tags, which are carefully analysed by Google.
As Google-certified specialists, we have access to relevant keyword information. We'd be happy to assist you in carrying out this crucial part of the implementation. Or you can become an expert yourself by taking one of our tailor-made courses.
Keyword research as the basis of online optimisation
Every optimisation process starts with comprehensive keyword research. After all, you need to gain a crucial understanding of the search habits of your potential customers. You have to determine the ideal keyword combination(s) before you can start optimising the rest.
What is a keyword or search term?
Search terms are meaningful words or combinations of meaningful words. These can be single words like "planting", for example. But there are also longer search terms, such as "planting privet for garden borders".
There are also plenty of keywords floating around with very little meaning. Just think of terms like "maintenance", "contact", "info", "work", "service", "can", "we", etc. None of them say much about you as a company. You will probably even find them on just about of all your competitors’ websites. Determining the right search terms should therefore be a well-considered choice. For that reason, we always recommend starting with keyword research.
Why is keyword research important?
Keywords or search terms determine whether or not the search engines show your website. So they are very much essential to the online success of your company. That is why a keyword research is nothing but a smart investment. You'll definitely recoup the cost of it handsomely in the form of paying customers.
Online success starts with your customers. It is your customers who are looking for you. Or for one of your competitors offering roughly the same. So it's vital to see things from the perspective of your potential customers to understand what they find important and how they formulate those needs.
Get inside your customer's mind using keyword research
What search terms do your customers enter when they need your product or service? They usually have a specific word, a sentence or a question. The Google Ads suggestion tool can help you on your way. It lets you see which keyword combinations are frequently used in relation to your business activity. If you enter a few words that are relevant to your company, it gives you several alternatives. If these are already being used to help you as well as the competition with advertising, what other tools can you apply and what is the best way to interpret them? We would be delighted to tell you more.
But an even better method is to determine what keywords you want to be found with yourself. It's really the perfect starting point because it helps you reach the target group you want. And you might suddenly stand out from your competitors. Draw up a list of keywords (without synonyms for the time being) with which you want to be found. Not as easy as it seems? We provide you with time-saving methods during our individual training courses.
Can we find the right keywords?
You can find a good selection of keywords and search term combinations, even for the most difficult subject areas. Provided you know how to approach this, of course. You definitely know the keywords for your company. The difficulty lies in an organised approach and using the right resources.
At Beboost, we're always happy to lend you a helping hand. Check out our wide range of services, training courses and advice packages. Or contact us directly to see what we can do for your business, no strings attached.