If you run a small business and have a web site you may think that all this stuff about rankings and small business SEO does not apply to you. The reality is that everyone who has a web site and would like traffic to that site needs to know the basics or else it’s a bit like opening a fast food joint in the middle of a desert.
You may well have the best-looking site, but if no one manages to find you, unless specifically directed to the location, then it’s a complete waste.
How to Identify The Best Target Key Phrases
SEO revolves around targeting one or more key phrases that have the following characteristics:
- Specific phrases that your customers type in to search engines
- Popular phrases that have a lot of searches
- Phrases that do not have an insurmountable amount of competition
Let’s take a look at each of these requirements.
Search Specificity
When people are looking for a specific product or service to buy they tend to type in a precise phrase.
For example, if you were looking for a certain gourmet coffee online then you probably wouldn’t type in “drinks” or “coffee” and expect to find the information about specific coffee. Instead you would attempt to narrow it down and type in the name or other details that would be more likely to return the results you want.
It is exactly the same when you are targeting key phrases for SEO. Although the more generic terms get more searches, they are not very useful because customers who want to buy tend to be a lot more specific in their searches.
Search Volume
While you want your phrases to be specific, be sure to keep an eye on the volume of searches that the key phrase gives. Use a keyword tool to discover the most popular key phrases within a given niche area.
Sometimes you will find that using a different synonym can have a huge affect in the volume, even though the phrases mean basically the same thing.
Only Pick Fights You Can Win
Although you want a specific key phrase with a high search volume, watch out for the competition. For a give phrase beware of two aspects:
- The number of competing pages and
- Which sites are on the first page of the search engine results.
If this key phrase has an overwhelming number of competing pages then it’s probably a good idea to discard that phrase.
Also, if the first page of results for that key phrase reveals a list of very powerful sites with high authority then it would probably be best to reserve your energy for a key phrase battle you stand a better chance of winning.
Although the Internet is the great equalizer and there are countless examples of David and Goliath type scenarios, to take on the giants in this case, you need to have an arsenal of advanced SEO techniques at your disposal.
Summary
Effective small business SEO starts with identifying great key phrases that are relevant, specific, popular and feasible.
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