Word choice matters.
You want to communicate the features of your product or service, and you want to do so in a way that makes your voice authentic. You want to dodge all the different marketing clichés and keep people engaged by sounding original.
When it comes to picking keywords and turning them into phrases, a copywriter does the heavy lifting, but you can meet them on some common ground. Here’s how this comes together:
How to Choose Your Keywords
What you are really looking for is a keyphrase.
When a customer searches for something, do they ever type one word into a search engine? No! They enter two or three to refine their search, and sometimes a whole phrase. You want to pick keywords that match these phrases when they are looking for a business like yours.
And even that may change over time. Currently we are seeing a rise in searches via voice technology, so keywords are starting to trend towards what people say rather than what they type.
You can make a good start by looking for niche keywords on a keyword research tool. If you find a word that resonates with your niche market, then you’re more likely to rank for these type of keywords rather than competing with established websites and companies for general keywords.
Rather than reaching for the ‘best performing’ word, you instead want people to find you who are actually looking for what you have. If I am selling covers to protect cars, for example, and I use the words ‘Car cover’ because of its good metrics, how many people who search for ‘car cover’ were actually looking for insurance?
Raw metrics are attractive, but remember to keep your eyes on the prize. Not just traffic volume – what action do you want these people to take once they reach you?
Do you want web-sales? Or do you want them to sign up? To come in? To call? Whatever works best for your business is the goal you want your words to achieve.
Let’s compare the keywords “window replacement” and “how to replace a window” These aren’t one and the same. The first is something you would more likely see from someone who wants to get someone to do replace a window for them, while the second is more fitting for someone looking to do a DIY project or learn more about it before hiring a professional. If these two people are directed to the wrong site, they register as a ‘hit’ for your site, while in reality they got frustrated and left.
Without proper analysis, you might not find out for months if a particular tactic is working for you. To find out immediately, let us conduct an SEO audit on your site.
Our SEO audit team are experts in SEO engineering, content marketing, and UX design, and apply their knowledge and experience to thoroughly analyse the content and performance of your website. We will make sure that every block is removed, and every opportunity taken, to catch those organic trends.
Book an audit now and maximise your site’s performance today.