Keyword research is the foundation of any SEO strategy. If you target the wrong keywords, you’ll never attract quality traffic that converts, but you already knew that. However, just because you know the goals of keyword research, doesn’t necessarily mean you’re doing it right.
Let me explain. I’m a freelance copywriter, and I often get called upon by clients to rewrite their website copy because it’s just not getting the job done. More times than not, one of the key problems with their copy is that it’s full of jargon and industry buzzwords. These are keywords that companies use to describe their products and services; they aren’t the same keywords buyers use to describe them. As a result, there’s a disconnect, and the website doesn’t attract a lot of buyers. And the few people who come to the website end up leaving because they can’t cut through the jargon to clearly understand what the products and services are.
Getting on the same page as your buyers is crucial to achieving true SEO success. Here are some basic tips that will ensure you’re using the same keywords your buyers use.
- Check your analytics to see how customers are arriving at your website. If you don’t already have analytics installed on your website, go get Google Analytics. With this tool, you can gain deeper insight into your website traffic. You’ll see which keywords visitors are using to arrive at your website and how they react once they land on your page. This is a good tool for understanding the types of phrases buyers really use when looking for your products and services.
- Use a keyword research tool to see what people are searching for. There are plenty of keyword tools you can use to better understand which terms buyers are searching for. Remember, it’s not always about going for the term that gets the highest search volume. It’s about figuring out which keywords will bring in interested buyers that you can convert more easily.
- Look at your competition’s website. I’m not saying you need to create a “me too” website, because that’s not going to convince visitors to buy from you. However, there are things you can learn by studying your competition. Take a look at the websites of your competitors, and try to figure out which terms they use to describe their products and services. Look at their title tags and source page to see which keywords they’re targeting.
- Search social media platforms to see how people talk about your products and services. As a copywriter, one of the biggest benefits I get from social media is studying the way customers talk. If you can study the types of phrases and tone your target audience uses when talking online, you can better target your copy to connect with them. You can also get an idea of which words they use when talking about your products and services.
Are you sure you’re using the right keywords on your website? What have you done to make sure you’re on the same page as your buyers?