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Finding the Right Words: Your Guide to Keyword Research

If you look up word in the dictionary, you’ll find the definition: “A single distinct meaningful element of speech or writing.”

This is what keyword research is all about; finding the distinct meaningful elements that will get your products and services recognised by the right people.

What are SEO keywords?

SEO is short for search engine optimisation, and keywords are the terms and phrases used by users when searching for specific products and services online.

If your website – or any online business profile you own – fails to include these keywords and phrases, then your business won’t be able to compete with the other brands fighting for the attention of your customers.

When it comes to selecting the right keywords for your business, it’s useful to consider:

  • What are my products and services?
  • What are my competitors saying?
  • Where do my customers live?
  • What do I want my customers to know?
  • What do I think my customers are searching for?

 

Why are SEO keywords important?

Let’s begin with some statistics:

  • 68% of online experiences begin with a search engine.
  • 63% of all shopping begins online, even if the purchase itself happens in a store.
  • 75% of people never scroll past the first page of search engines.
  • 82% of people who implemented an SEO strategy said that it had a positive effect on their business.
  • The top three organic results in Google command 61.8% of all clicks.

When searching for a specific product or service, customers will use keywords and phrases to ensure search engine results are relevant to their needs – the more keywords and phrases that are used on a business’ website, the more likely it is to rank higher in search results.

And, as the stats above show, the higher you rank, the more likely it is that a customer will click on your website.

Finding the right balance

When it comes to using keywords, it’s important to find the right balance – you want your website to be recognised, but you don’t want it to sound like a robot! Remember, at the end of the day, a real life human being will be reading your webpage.

If Planit Scotland wanted to promote its SEO services, here are some of the keywords we might want to include:

  • SEO agency
  • Local SEO agency
  • SEO agency Scotland
  • SEO marketing agency
  • Digital marketing SEO agency
  • Google SEO
  • Best SEO agency

Now, here’s an example of how not to use keywords:

Planit Scotland is an SEO agency in Scotland, providing SEO marketing, digital marketing SEO and Google SEO services. Based in the Highlands of Scotland, we are a local SEO agency considered to be the best SEO agency in Scotland.

It doesn’t sound right, does it? 

Even though it has all the keywords and phrases your customers might search for, search engines will assume that whoever wrote the statement above was a robot called Sean. And your readers might, too.

Instead, your content should look like this:

Planit Scotland is a marketing agency in Scotland providing digital marketing SEO support to customers who want to improve their website’s organic search engine rankings. As one of the best SEO agencies in Scotland, we have a team of experts who will help you and your website reach new heights!

Our services can help you improve optimisation across a range of search engine providers, including Bing and Google SEO results.

See the difference? Now it sounds like Sean the human.

If you want to learn more about keyword research and optimisation, or need help getting your website recognised by the right customers, all you have to do is #JustAskPlanit or contact us to have a chat. Our expert team will help you find the right keywords for your business; cleverly craft your website copy; and optimise your search engine rankings to be the best in the biz!


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