Using keyword research and feedback from customers, determines further themes or topics that you could target with your optimisation efforts. Create web pages around certain themes and topics to target specific areas. For example, a website selling meat may determine that many website users are searching for recipes. It makes sense to publish many pages of quality recipes. This not only provides great information for potential and existing customers but is likely to generate more traffic from the search engines.
When our customers ask us questions about websites in general we research, write and publish articles around each of these questions. This not only answers our customer’s questions and also saves time in answering that question in future, but it also provides a quality resource that users will send on to their friends and will rank well in the search engines.
Make note of the key phrases they use when describing your business or asking questions about the products or services you offer. You can turn these phrases into long-tail keywords which you can build quality content on to rank higher in search engines.
What are long-tail keywords?
Long-tail keywords are phrases that are made up of more than two words that people use to search for information about a specific product, entity, idea, or service. These keywords tend to have lower search volume (meaning fewer people use these terms to run a search on Google) but are way more specific and convert better than shorter keywords.
If you’re running an online boutique, one example of a long-tail keyword you may use is “white short sleeve button up blouse”. You can create content on your website using this keyword in order to rank higher in the search engine results page. Having higher rankings means increased visibility among potential customers and a higher likelihood of converting your visitors into customers.
But when selecting keywords to create content on your website for, another thing to consider is search intent. People usually don’t randomly search for things online. Every search is usually motivated by something — whether it is to search for information, place, thing, person, a specific website, or looking to make a purchase.
What is keyword intent?
Keyword intent is the motivation or driving force that causes people to use a specific string of words on their search query. There are four types of keyword intent: Commercial, Information, and Navigational.
Commercial - These are the type of keywords that searchers use to indicate that they are looking to buy something (e.g. “Blue womens jeans free shipping” or “swimwear deals”)
Informational - These are the type of keywords that people use to look for information about something. It does not show an obvious intent to make a purchase but can be useful to target when creating content that is aimed at increasing brand awareness (not immediate conversions) among potential customers.
Navigational - These types of searches are done to go to a specific website. Keywords with navigation intent often include the name of the brand that the searcher is looking to reach.
If you’re looking to increase brand awareness and encourage conversions on your website, using information and commercial keywords will increase your visibility and help you reach both new and existing customers. If you’re looking to target existing customers, using navigational keywords will link you to them.
Using the right long-tail keywords will help you become more visible to potential customers without having to go through a tough competition to reach the highest ranks in the search engine results page. It will help you target the right people at the right time, and optimise your website for conversions.