Be realistic when choosing your keywords
Let’s face it, as much as we’d like to rank for number one for every keyword, it’s not going to happen. Businesses, especially in such a competitive environment, need to be smart in the keywords that they want to target.
For example, if you run a small burger restaurant in Bolton, you’re not going to rank 1st for “UK Burger Restaurant”, especially with competitors such as McDonalds and Burger King. However, you would be in a strong position to rank well in your local area for a term such as “Best Burger in Bolton”.
To find the keywords that will help you rank number one on Google, we recommend using a free tool such as Google’s Keyword Planner to find relevant search terms with low competition that can boost traffic to your website. Other useful tools to try are Moz’s Keyword Explorer and SEM Rush’s Keyword Research.
Optimise your website content
In 2018, relevancy is key. If your content is not relevant to your target search term you will not rank. It’s important to ensure to ensure that your frequently use your target keyword within your chosen page to help give it the best possible chance of ranking.
When optimising your page for the first time, we recommend focusing on the following key areas.
- URL: www.yourwebsite.com/your-chosen-keyword.
- Meta Title: Your Chosen Keyword | Your Business Name.
- Headings: H1, H2, H3 etc.
- Your page copy.
Every two days we create as much information as we did from the dawn of civilisation up until 2003. That is a lot for search engine algorithms to crawl on a daily basis.
Optimising the Meta Titles and Headings will help search engines gather an idea of what your content is about. Including your target keyword is a must in this instance.
However, be careful not to overstuff your content with your target keyword, as this can negatively impact your page’s ranking ability.
Create lots of content
Bill Gates said it best 22 years ago, when he declared that ‘content is king’. Previously an optional activity, content marketing is now one of the key ingredients to any successful SEO strategy.
An effective content marketing plan can help your business rank, not only for more keywords, but also aid your efforts to rank for priority keywords. This is because, in most cases, more content equates to more links back to your website. However, this is only the case if the content you are producing is engaging and of a high-quality.
For example, if you sell golf equipment, you may be looking to target “golf clubs” as one of your priority keywords. This will be the keyword that you use on your main product page.
Your content strategy can support this by targeting keywords around the main keyword, in this case:
- How are golf clubs made?
- What are best golf clubs for a driving range?
- What golf clubs should you have in your bag?
- What are the best golf clubs for a beginner?
Not only do these titles support your priority keyword in its ranking position, but they provide interesting, informative content that your audience would find interesting. Answer The Public is a useful tool when developing your content marketing plan to find the questions your target audience is asking around a keyword.
How We Can Help
Over the past 10 years, Google has continued to change the goal posts, but our SEO philosophy and approach have remained the same. We always focus on the SEO fundamentals and getting the basics right, before building upon our successes.
But don’t just take our word for it, discover how we helped London & Partners drive better quality traffic to their website. To find out how our SEO services can benefit your business, get in touch with one of our expert marketing consultants today.