Keywords are the lifeblood of any successful business’s marketing strategy, as they are what help your business show up in search engine results. Knowing which keywords to choose, however, can be challenging when you don’t have the right tools and resources to work with. The following are some ways to find the right keywords for your business, so you can enjoy success in your marketing endeavors.


Step 1 – Check Rank

When it comes to keywords, we tend to think about what our customers are typing into Google or Bing. In reality, though, you need to consider all kinds of keyword combinations—ones that don’t necessarily show up in common searches. This is where tools like Market Samurai or KWFinder come in handy; they’ll tell you which keywords your competition is ranking for so you can go after some of those overlooked searches as well.


Step 2 – Use The Search Analytics Feature

Google Analytics has an excellent feature that allows you to see what search terms people use when they find your site. This is invaluable data. Use it to figure out what search terms, or keyword phrases, are most likely going to be used by searchers in order to find you and your site. These keywords, obviously, should be incorporated into your content on a regular basis. This will help you become more visible in search engines.


Step 3 – Run An AdWords Search Query Report

Google’s AdWords search query report gives you a complete picture of how your business name or keyword appears in all of Google’s ads. It includes both exact and broad match. Take some time to explore these reports, as they give you an idea about what your potential customers are searching for. You can use these insights to optimize your AdWords campaigns, website and content assets (title tags, meta descriptions, etc.).


Step 4 – Search On Google For Similar Products/Services

The next step is to search on Google for similar products and services. If there are any websites that have information about your products or services, that would be a good place to start (just make sure they’re reputable). However, you don’t want to copy those sites. You want to find out what keywords your competitors are using in their titles and descriptions, so do some research. What words do they use? Do these keywords describe their content well? How can you make yours better?


Step 5 – Look At Searches With Low Competition and High Competition and Why They Matter

It’s important that you understand what search terms people are using and why. You might think a keyword like tires or baseball bats has high competition but in reality, it doesn’t. You should look at how many searches there are for each term every month and get an idea of how much interest there is in that term. If you want your business to be successful, you need to focus on low competition keywords with lots of searches per month. These searches will have a higher probability of sending traffic to your website if they click on your ad. While it might be tempting, avoid high competition terms because they will not convert as well as lower competition ones with less traffic.


Step 6 – The Google Keyword Planner

A simple-to-use tool Google offers that gives an idea of how many times a specific keyword has been searched in recent months. This can be an excellent starting point, but remember: It only tells you part of what you need to know—it doesn’t predict competition or search volume over time, so it will likely tell you that gift card is a great keyword when really, it might not be. It also doesn’t give any indication of how much traffic your website would get from someone searching with those terms (unless, perhaps, your site happens to rank on page one). The more accurate measurement is found through SEMrush and other similar tools—but let’s stick with Google’s free offering for now.


Step 7 – Implement PPC Account Structure Based on Research.

Put your site into Google Webmaster Tools, Bing Webmaster Tools, Google Analytics and other analytics platforms. Create AdWords (for Google) or Bing Ads accounts (for Microsoft). Use SEMrush or another keyword analysis tool for research purposes. Place a few landing pages in your PPC ad account. Put a Page Rank checker on your website. Check website rankings on Alexa and Compete websites (or whichever one you prefer) as well as Google Analytics stats at least once per week if not daily. Monitor changes in rankings, traffic stats and keywords so that you can immediately adjust campaigns accordingly.


Let’s Recap.

One of the main ways you can improve your website’s search engine ranking is by making sure you’re optimizing your content with keywords and keyword phrases that people are searching for. Use tools like Google AdWords and Google Trends to get a sense of what people are looking for and then add those keywords into your page headlines, page descriptions, images, and alt tags. Ideally, you should have one keyword phrase on each page that ties back to one overall topic or theme of your site. Also make sure you repeat those keyword phrases in anchor text throughout your pages so search engines know what content is about.


Putting It All Together.

So you know your target audience, what they want and need, and how they search for products and services like yours. That’s great—you’re at least one step ahead of most entrepreneurs. But knowing all that doesn’t mean anything if you don’t take action on it. With a good understanding of what keywords are important to your business, as well as how many monthly searches there are for each keyword, it’s time to jump into keyword research!


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