Developing a list of keywords is one of the most important steps in helping your company’s website rise to the top in Google and other search engine results. These magic words and phrases make it possible for customers to find your business on the internet.
Keywords are the foundation of search engine optimization (SEO), which helps your website speak the same language as Google and other search engines. Choosing the right keywords for your project is essential for reaching the top spots on search engine results.
Whether you write the content for your website, blog, or social media post yourself or you hire writers to do the job, you will need to come up with a list of keywords to improve the search engine results for your project.
Types of Keywords
There are two types of keywords – broad and long-tail. Broad keywords are one-word or short phrases that apply to your company, product or service in a general way. These broad keywords also likely apply to your competitors.
Long-tail keywords are longer phrases, usually three to five words, which are more specific to your business. An example of a broad keyword would be ‘motorcycle,’ for example, while an example of a long-tail keyword would be ‘black Harley Davidson motorcycle.’ Focus on long-tail keywords rather than broad keywords.
Now that you know all about broad and long-tail keywords, it is time to come up with a list of keywords for your business. Start by asking yourself the following questions:
There’s also this natural temptation to chase after keywords that *sound* impressive, like “best motorcycles” or just “Harley,” but unless you’re playing in the major leagues, those are probably out of reach. Tools like Google Keyword Planner and SEMrush don’t just spit out ideas—they actually show you how many people are searching for a phrase and how tough it’ll be for you to compete. It’s a bit like shopping for a used bike: you want something popular enough to get you where you’re going, but not so popular that four million other people are kicking the tires at the same time.
And honestly, sometimes the most surprising phrases end up driving the best traffic. Maybe your customers are typing in “quietest helmets for long rides” instead of just “motorcycle helmets.” That’s the kind of detail that only shows up when you pay attention to actual search patterns and maybe chat with a few real customers. Taking the time to experiment with quirky or hyper-specific phrases can make more difference than you’d think.
What goods or services does your company offer?
In our example, we would create a list of all the different types of motorcycle parts and repairs offered.
What problems does your company solve?
When searching for a solution, many internet users start by typing their problem into a search engine. The owner of our motorcycle repair shop might search “punctured motorcycle tire,” “replacing brake pads on a motorcycle,” or “tensioning a motorcycle chain.”
How would you describe your company to someone unfamiliar with your business?
Imagine you are describing your motorcycle repair shop to someone who had never ridden a motorcycle. You are intimately familiar with the jargon associated with your business but your customers – particularly new customers – may not use those same terms. Write down a list of words they might use to describe their needs.
What questions do your customers ask?
Ask your salespeople to jot down a list of the most common questions their leads ask. Review emails, phone calls, and comments to your company blog for commonly asked questions. Prospective clients usually have questions about the cost of your product or services, available features, ways to purchase, and the support they can expect to receive from your company.
Create a list of keywords that match all the different ways someone could ask these questions. Your keywords should be:
- Relevant to your particular products or services
- Searched for on major search engines
- Likely to bring qualified prospects to your website
One good way to get the most out of your keyword selection is to hire writers who know how to integrate these magic words and phrases seamlessly into content. Request keyword-rich titles, subtitles, meta descriptions and meta titles to boost your search engine rankings even further.
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