How To Do Keyword Research For Game Changing SEO - Beginner (But Amazing) Tips

As a small business, SEO – search engine optimisation – can be more than a scary acronym. It can feel like something that’s way too technical and brain-explodingly complicated.

It’s the kind of thing you add to your I’ll-get-to-it-one-day-list but never actually do – until now.

I’m going to show you how to take the first steps to tackling the SEO elephant in the room with easy keyword research to improve your website copy.

What are keywords and why do I need them?

Keywords are the words a user types into a search engine to answer their query. A keyword is a word or phrase that describes the content of a web page.

Keywords are what make SEO work because they make you discoverable online.

Also called a search term or keyword phrase, they have a powerful impact on your SEO because when used correctly they can:

• Attract your ideal customer

• Get your product or service in front of your customers right when they are ready to buy

• Help you sell more

• Gain more conversions

• Boost your search engine ranking

Keywords are like a fast pass to digital success when correctly used in persuasive website copy on a technically sound website.

Types of keywords

There are basic different kinds of keywords, that all address a different user intention:

Short-tail keywords – usually made up of 1-2 words, are general and therefore very competitive so hard to rank well for E.g. cot sheets. Searching with these keywords indicate that the user doesn’t really know what they are looking for yet and is unlikely to convert to a sale at this point.

Medium-tail keywords – 2-3 word phrases, more specific than short-tail keywords and have less competition. Users keying in these kinds of search terms are relatively clear on what they want and are likely to grab your free download or join your email list. E.g boys’ cot sheets

Long-tail keywords – specific searches using more than 3 words made by a user who is clear on what they are looking for and highly likely to make an enquiry, browse your calendar for an appointment, click to call or buy your products. E.g. boys cotton cot sheets with boat pattern.

How to identify keywords

Keywords help your future customers find what you sell. You have to use the right keywords to attract the right customers.

So, if you’re a cakemaker in Bendigo, you would be looking to target keywords related to cakes like:

cake maker Bendigo

wedding cakes Bendigo

birthday cakes Bendigo

professional cakes Bendigo

So how do you search for keywords?

Here are some ideas:

• Make a list of topics related to what you sell (the ones you don’t end up using will make excellent blog topics!)

• Think about what your ideal customer would be searching for to find you. Not sure? Ask them!

• Google what you do or sell – look in the search box at Google’s suggested search terms.

• Look at related search terms people might search for (seen at the bottom of your Google results)

• Use a range of keyword search tools like SEMrush 

• Mine your Google Adwords planner

• Look at your Google Analytics in the Search Console

Now, set up an Excel document with a list for each of the three keywords we talked about above, plugging your results in the appropriate column.

Where to use them in your website

Now you’ve got the keys to SEO glory, it’s time to put them into place to work their magic. Remember when it comes to using keywords in your copy you don’t need to overdo it. Write naturally, remembering humans are your first audience – search engines are second.

Choose one keyword phrase – and its synonyms – per page and use it in your copy here:

• URL:  www.bendigocakes.com.au/wedding-cakes

• Meta title:  Bendigo Wedding Cake Maker | Bendigo Cakes

• Meta description: Design your custom wedding cake with Bendigo’s most popular cake maker. Affordable, reliable and oh so delish! Phone 0410 444 222 to book today.

• Headings

• In your copy, including in first 100 words of your body copy

• Image alt text and file names

SEO is a powerful tool available to all businesses. And it’s free! It takes time, dedication and some effort to get your head around how it all works, but the outcome is more than worth it. You’ll attract more of your ideal customers, massively boost your online visibility and grow your business.

If you do happen to need more guidance with your SEO strategy or would like to work together with us to improve your Squarespace SEO (sorry, we don’t offer Wordpress yet) get in touch, and we’d love to help you out.

About the author:

Rachel Green from Shine Copy is an SEO copywriter who gets meaningful businesses found online. She works with handmade brands, eco-focused business and small biz to create readworthy, Google-friendly websites that tell your customers you’ve got what they need. Connect on Instagram.