Small businesses often end up neglecting the most important step of SEO i.e. keyword research. Among the businesses that spend adequate time to find suitable keywords, many don’t follow the right procedures and thus fail to dig out winning keywords. The section below includes tips that would help you to find the most suitable keywords for your small business.
Concentrate on a group of manageable keywords
Small businesses SEO often commit the mistake of targeting all keywords a potential customer may search for. That’s not the way to go. Some of the common questions owners of these businesses have in their mind are: Is there any variation of your primary product line? Will including alternate spellings work for you? The answers to these questions would vary depending on your goals. For ensuring that the keywords you are focusing on are effective, you should begin with a group of manageable keywords. Each keyword in that group should meet the following criteria:
- It should possess impressive level of search traffic
- It must be focused directly towards your business
- It shouldn’t be every competitive
Never try leveraging every single keyword that appears to be suitable for your business. Such strategies will only spoil your SEO. Try to be as specific as possible for getting better results.
You should have your own keyword matrix
For making the results of your keyword research more impactful, you must have your own keyword matrix. For those who don’t know, the term “keyword matrix” is used for a ranked list that includes all top keywords applying to your business. The bad news is that the majority of the business owners appear to dislike this essential step. You cannot afford to do the same if you want your SEO campaign to succeed. Your keyword matrix should rank the keywords according to the criteria mentioned in the above segment (traffic, competitiveness, and focus). In addition, you may also need to abide by some other conditions depending on which channel you will be deploying them at (a blog or Google AdWords).
SEO pros often use some frightening code math for building keyword matrices. That’s surely the keyword research method only the most talented SEO professionals would be able to execute. As an amateur in the field of keyword research, you can make a difference by using tools that are either designed by the pros or are using by them. Some of the most popular keyword research tools in use currently are: Ubersuggest, SEM Rush, Moz Keyword Explorer, Google Keyword Planner, etc.
Keep updating the keyword matrix for your website
One of the biggest challenges small businesses face when dealing with keywords is that their importance change with time. A keyword that was showing great results even a few weeks ago might stop performing completely suddenly. So, it’s extremely important that you carry out SEO checks regularly (preferably once every month and if you don’t have that much time, at least once in six weeks). If you find that some of the keywords you are using are no more relevant, follow the four tips discussed above and prepare a fresh keyword matrix for your small business.