The Keyword Mindset
If you missed our first post on how to start working on optimizing your site for search engines, you can catch it here
. It covers the most important part of SEO, optimizing your pages for PEOPLE first. Today we will briefly touch on how to find what keywords will most effectively speak to your visitors and to search engine crawlers.
When you get started on your SEO journey, you will need to identify your keywords. Remember that when you are looking for keywords, they are specific to a page, not to your website. You might need to do some mental exercises to prepare for this because it can be difficult to hone in on the skill.
If your website is for a chain of resorts in the Riviera Maya, one page will represent a resort, one will represent something even more specific like hosting a wedding at that particular resort. You can see how specific search terms like “best place for a wedding reception in Cancun” and “Places in Playa Del Carmen to get married” would not be appropriate for your overall resort page, but will capture the interest of some early stage shoppers and help them find the information they are looking for. Make sure you are able to look at each page for it’s individual purpose. If it has too many, maybe it is time to revisit the page itself before you optimize it for search engine crawlers.
Once you have gotten your third eye into a state of being able to focus on a specific pages purpose, you can start your keyword research. There are many tools out there, and the following are some favorites:
These tools will offer you hundreds to thousands of keyword ideas. The real work is narrowing it down to around 5 that both fit the page, are highly searched for and have relatively low competition. To do this properly will take time and dedication. It is easier and more fruitful if you avoid very general keywords.
Most general keywords will not have a great profitability ratio because they will have very high demand but also very high supply because a lot of competitors will be featuring content for the same keyword. Very general keywords should only be used to easily categorize various primary and secondary keywords. The following is an example of a general keyword followed by four usable keywords.
Vacation Rentals (very general keyword term to generally categorize the other terms)
vacation house rental mexico (more specific keyword term that has higher profitability)
mexico beach vacation rentals
mexico vacation home rentals
mexico vacation villa rentals
Now that you have 4 great keywords, you can start looking at them even more closely. You will need to pinpoint your primary keyword. I like to use a simple formula to do this. I take all the keywords and divide the average monthly searches by the cost per click. Whatever number ends up the highest will be my primary keyword. This is a simple method that will give the the most value per keyword used. You can choose your primary keyword based on whatever criteria you feel will work best, you already have a list of great keywords!
Each Primary keyword should be used as the main theme for a content page. Your secondary keywords would be the remaining keywords under the same section that focus on the same topic as your primary keyword. If you were only able to find one appropriate keyword for the page (we wished this happened more often), then just use varying forms of your primary keyword. You can use synonyms or change the order of the words within your keyword.
The primary keyword should be used 5 – 7 times throughout the page, more in the top and bottom of the page and peppered throughout the rest of the page. secondary keywords should be used 1-2 times through out the page, in titles, subtitles or body copy.
Come back soon for our next post about using keywords in headline. Until then, we would love to know what tools and strategy you use to find keywords for SEO. If you don’t have any yet, just give us a call, we can help you!