14 Nov Align Your Keyword Research With Your New Business Objectives
As long as search engines like Google, Bing, Yahoo, and others exist, keywords and key phrases will remain crucial to any search engine optimisation activities. Their consistent existence also means businesses must align their new business objectives with the changing algorithms of these web-based software products to see success.
Knowing which keywords or phrases to target gives businesses the topics they need to create their new and compelling content. Once they have developed their “flagship” or “evergreen” content, they can use paid advertising strategies to drive up brand awareness using search engines.
The main takeaway here is “keyword research.” This practice must remain consistent and relevant to your business’ ever-changing goals, regardless what they may be. Here are five ways to ensure your search engine optimization is aligned with new company objectives.
Before you can use keywords to your advantage, you have a better chance of retaining your audience’s curiosity by ensuring your website, which houses your content, is updated in both its technical and aesthetic department. Companies can achieve this by auditing every aspect of their website regularly.
If you have yet to sign up for website monitoring and analysis software or tools, make sure to invest when possible. These products give you a birds-eye-view of things happening all at your website.
The only way you can get your ROI from the analysis tool is by using it to receive information about the performance of a competing page. If you’re not ahead of the competition, analyze the areas that helped them get ahead of you. Otherwise, identify the aspects that made your page successful above the rest, and include these in your “best practices” book for future audits.
Continuous Topic Research
It is highly likely that your business aims to become relevant in your industry and other topics it can be associated in a “safe” manner (meaning not in an awkward or forced way). You might have guessed that identifying the right keywords guarantee your relevance in a particular fresh topic, this is correct, but it is missing a few more points that can help your continuous keyword research improve.
If you haven’t put yourself in the shoes of your target consumer and used keywords or key phrases you will use to find services similar to yours, you might be missing out on the traffic your competition is receiving.
Using analytic tools (even Google Analytics can work), apply these keywords or key phrases you believe audiences use to find sites similar to yours. Find the top-performing pages in the results and analyze them. See if their topics can work with your company’s brand.
The next step is to create similar content that can compete and eventually overcome the rival pages. To keep outdoing the competition, make sure to research for keywords efficiently and invest in keyword advertising where possible.
Google Analytics and other keyword analysis tools will likely give you keywords related to your targeted keywords. Most of these can be fashionable terminologies. Understanding the performance of these “buzz” words can help you elevate your rankings by going down the road less travelled.
A great way to see the performance of buzzwords, aside from analytic tools, is to do a quick hashtag search on Twitter, Tumbler, Pinterest, and other social networks. The media you reveal will show you the types of content and the application of the word on the Internet and the real world.
A word of caution when aligning your brand and business objectives using buzzwords: these “hip” words might make its association with you feel cheap or attention seeking. To avoid this, ensure that the content you build around the buzzword is of high quality such as a well-made video, image, or blog post.
Targeted/ Long-Tail Key Phrases
In your analytics tools, you are likely to find a long-tail keyword or key phrase suggestions to use for your brand. These long strings are still relevant to today’s SEO practices because of their uniqueness and are indicators of certain users looking for specific content.
If your brand has a unique name, it can be useful to use as a long-tail keyword. For example, if you are car parts supplier from New York, a typical high-traffic keyword would read “car parts supplier New York.”
However, audiences looking for specific content can use “Ferrari Exhaust supplier New York” or “Maserati windshield suppliers New York.” If you have these particular products, you can create content to use these long-tail key phrases to your advantage.
Spy on the Competition
The best business objectives to have are the ones the competition uses to overcome its rivals, including you. If you are aligning your new goals in this manner or are targeting keywords in the same competitive space, make sure to observe the rival’s use of keywords (including long-tail ones), key phrases, buzzwords, and other details that might be an advantage to your business.