How Many Keywords Should You Target?

Keywords are one of the most important parts of any search engine optimization strategy. They tell search engines what your site is about while speaking the same language as your potential customers. From there, you can convert those users into your customers and earn more revenue online.

In that respect, succeeding online starts with choosing the right keywords for your site. But how many should you target? Should you use multiple keywords on one page? Or do you need to create multiple pages for every single version of a keyword?

That’s a complex question, but it has a surprisingly simple answer. We’ll answer it completely on this page! If you’d like to speak with a specialist, you can reach us at 832-953-4350.

How many keywords should you target with your site’s pages?

When search engines were invented in the mid-90s, keywords were one of the few ways that they organized search results. If you want to show up for certain keywords, all you had to do was use those keywords on your site exactly as users wrote them.

Today, search engines — especially Google — are much more sophisticated.

HOW SEARCH ENGINES VIEW KEYWORDS

Search engines can now interpret and understand the context of a search query. They can look up synonyms to certain words and search for phrases that may use different words, but mean the same thing.

But that doesn’t mean Google has identical search results for two different keywords.

For example, the phrases “hoodie” and “hooded sweatshirt” refer to the same concept — a warm autumn-wear shirt that comes with a hood on the back.

Google knows that those two keywords are similar, but it treats them independently.

These are the search results for “hoodie,” at the time of publication.

Google Search Results for Hoodie
These are the search results for “hooded sweatshirt,” at the time of publication.

Google Search Results for Hooded Sweatshirt
So the results are similar, but slightly different. This is the basis for choosing how many keywords to use on your site.

All of these top search results concentrate on one of the variations of the keyword — “hoodie” or “hooded sweatshirt.” But they also use other keywords, like “men’s hoodie” or “athletic hooded sweatshirt.”

With that in mind, we can get a good idea of the best way for you to use keywords, including how many to use on one page.

How many keywords to use on one page

To figure out how many keywords you should target on one page, start by asking yourself a question: What is the main subject of this page?

STEP 1: YOUR PAGE’S SUBJECT

Let’s say you run an ecommerce store that sells a wide range of running shoes. The subject of the page is clearly the shoes, but how do you know what to call them, exactly?

You can do some keyword research with tools like the Google Keyword Planner to figure it out. That’ll show you the approximate popularity of different phrases like “running shoes,” “athletic shoes,” and “jogging shoes.”

For the purposes of this example, let’s say you choose “running shoes.”

STEP 2: DIFFERENT VARIETIES OF THAT SUBJECT

After you have the keyword you want, consider the different variations of that subject that you carry.

In this case, you could carry men’s running shoes, women’s running shoes, long distance running shoes, brand name running shoes, discount running shoes, and more.

It’s also possible that you could have all of those items on one big page that lists products. In that case, “running shoes” would fit best fit for everything, while you can include links to more specific pages later.

STEP 3: ORGANIZING THOSE VARIETIES

Finally, it’s important that you organize those varieties on your site in a way that makes sense to search engines and users.

That means offering additional information for every sub-type of a keyword that you want to target.

So from your “running shoes” page, users should be able to click to a page that talks about “women’s running shoes” only.

They should also be able to click to a page about “discount running shoes” and “brand name running shoes” just as easily.

Those pages should contain more specific information to reinforce that keyword. The more specific you can be, the better your chances will be of having those pages show up for even more specific keywords.

With this example in mind, we have our answer to our original question.

How many keywords should you target?

For every page you have on your site, target one keyword specifically.

If that keyword has variations, create other pages to cover those variations in greater detail to offer the best possible information to your users.

Be as specific as you can, and include variations of a keyword only if they make sense naturally. Don’t try to cram one page full of keywords that apply to one general subject.

With that kind of specificity, you can be sure that you’ll best serve the wants and needs of your users — especially through Google.

It also gives you the chance to show Google and site visitors how much you know about topics related to your industry. That makes you an authority among your competitors, which further drives potential customers to your business.

So if you want to make the biggest and best impact on your customers, concentrate on one specific keyword per page. Even if it’s a general page that links to other related pages, be as specific as you can.

Once you do that, your site’s content will be hyper-targeted to long-tail keywords that can continue generate traffic and new potential customers. That gives you more potential to grow, and you can refine those pages individually to more efficiently convert visitors into paying customers.

And after you do that, you can target more keywords, repeat the process, and grow even more!

Improve your company’s use of keywords

Klever Digital is a full-service Internet marketing agency, and we know the value of targeting high-value keywords for any business.

If you want to start showing up in search results from Google, Bing, and other search engines, we can make it happen!

Contact us today to create a keyword strategy that’ll help your business grow!

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How to identify quality keywords – Houston SEO, Klever Digital

How to Identify Quality Keywords

Compelling content is the cornerstone of Internet marketing and that’s why it is so important to identify quality keywords. No matter how strong your branding is or how beautiful your website looks, content is needed to move people through the purchasing funnel.
Without content, nothing else really matters.
Getting your content to do its job isn’t an easy feat, though. I’ve written before how content has become a commodity and is easier and cheaper to get than ever before. “Easy” and “cheap” don’t often translate into “good,” however, and that is absolutely the case with website content. Your content needs a number of things to thrive: the right tone, the proper industry vocabulary, and effective calls to action. Most of all, though, it needs to be written about a topic that people are interested in.Keyword research might be one of the oldest tricks in the book, with regards to SEO, but it still works and will keep your content relevant to your target market. Remember: your content is only compelling if people are around to read it.To make sure people will see it, you need to make sure your content is properly optimized for the right keywords. Here’s how to identify quality keywords that will attract the most visitors to your website.

Before we dig into keyword research, we need to make sure our overall content strategy is formulated for success.

 

The Foundations of Keyword Research

“Step 1: Buy a comic book shop. Step 2: Buy a big bag to put the money in.” – Sheldon Cooper

sheldon-cooper-comic-book-store

Ahh, if only it were that easy…

Unless you are Sheldon Cooper, people aren’t always going to show up on your site and become a customer with the snap of a finger. Now more than ever, consumers play the role of careful researcher and need time and information to move through the purchasing funnel.

The keywords that we select to include within our content need to be varied and speak to a number of different audiences. If they aren’t chosen with care, they won’t attract leads and buyers at every stage of the decision-making process.

One of the greatest benefits of compelling content is that it can speak to people at all stages of the purchasing funnel. You can have pages optimized for keywords targeting people ready to buy (“credit card in hand”) and other pages optimized for people at the very top of the funnel who are conducting research on your industry. They are all uniquely valuable visits for your business, and the best vehicle to drive these people to your site is content.

Planning Your Content Strategy to Match Your Funnel

When you are planning out your content strategy for your website, make sure to leave room for pages that will specifically target each level of the purchasing funnel. We’ll get into how you can identify quality keywords for all of these groups of people shortly, but here’s how a sample of pages might end up looking like for a lawyer’s website:

Top of Funnel:

  • When Do You Need A Divorce Attorney?
  • What Do Divorce Attorneys Do?

Middle of Funnel:

  • Guide On Selecting The Right Attorney For You
  • 15 Things To Look For In A Divorce Attorney

Bottom of Funnel:

  • Cost of Representation: How Much Does a Divorce Attorney Cost?
  • Best Divorce Attorney In Florida

Each of these articles attracts a unique set of people to the page with different inherent needs. By remaining mindful of the purchasing funnel and doing careful keyword research, you can make sure that your website speaks to each of these groups effectively.

Before starting to identify specific keywords that you want to target with your website, come up with a list of “buckets” from the purchasing funnel that keywords will fall into. There is no universal way to do this but the simplest approach would be to use two keyword buckets: informational queries and transactional queries.

Each of these buckets can help provide a roadmap for the keyword research process and make sure that your site has a balance of different types of content.

Diving Deep Into Keywords

There are a number of free keyword research tools out there that you can use to uncover hidden gems for both buckets of the purchasing funnel. They will help you identify quality keywords more easily. If you are going to use these two buckets to guide your content strategy, plan on doing content based on a mix of 50% informational keywords and 50% transactional ones. This will give you a good balance and keep your strategy equally focused on long-term and short-term prospects.

Informational Queries

For these top-of-funnel queries, a good rule of thumb is to answer common questions that people have about your industry. Informational queries are often done in the form of questions: What is a widget? How do widgets work? When do I need a widget?

These types of keywords aren’t likely to result in lots of direct revenue, but they introduce people to your brand and can drive lots of first-time visitors to your website. As they move through the purchasing funnel, these visitors become more valuable, and your website will (hopefully) be the first place they think of when they reach the middle and bottom of the funnel and are ready to make a purchase.

quora-family-law

To uncover keyword for informational queries, find where people are asking questions and participating in conversations online. My favorite sites to identify quality keywords are UberSuggest and Quora. I like both of these sites because the topics and suggestions are 100% user-driven. UberSuggest pulls keywords from real Google searches and Quora has a massive warehouse of user-generated content.

Find common topics and write helpful, information-packed guides that answer the questions people are asking. This will drive traffic through new keywords and position your brand as an industry leader.

Continuing our theme, here are a few keywords and discussion topics I found about divorce attorneys after only a few minutes of searching:

Transactional Queries

These people have done their research, know what they want, and are ready to make a decision about which business to work with. In terms of value per visit, this bucket is your real money maker. If you aren’t speaking to this audience, you are in trouble.

Searchers who are ready to sign up or purchase today have a renewed sense of urgency in the queries that they typically use. Google’s Keyword Planner tool is a great way to pull in some specific keywords for this bucket.

divorce-attorney-keyword-planner

You can use Google’s estimated Cost Per Click to determine how much commercial intent (that is, intent to make a purchase)and long-term value is behind each click. If somebody searches for “find divorce lawyer” the CPC is $30.87, whereas a broader, more informational search for “divorce lawyer” comes in at $19.61. The higher CPC keywords should be your main focus in this stage of keyword research. That’s where the most value can be found. Manually type in some queries or plug in a competitor’s website into  Google Keyword Planner to start generating ideas.

I spent five minutes pulling in some sample transactional keywords for our fictitious law firm again. Here’s what I came up with:

  • Best divorce attorney
  • Family divorce attorney
  • Find divorce attorney
  • Cost of a divorce attorney
  • Low-cost divorce attorney
  • Price of divorce
  • Best divorce lawyers
  • Best divorce lawyer in {location}

After just a few minutes, you can grab hundreds of keywords from the Keyword Planner that people are searching. These are people who are ready to become new clients of our fictitious law firm. You absolutely need pages on your site that are devoted to increasing your visibility in search engines based on these keywords.

Keywords = Marketing Keystones

Keyword research can be tricky, but if you come up with an overall content strategy and stick to it, you’ll be well on your way to successfully marketing your website in search engines.

It is easy to get caught up in the bells and whistles of other marketing tactics, but few activities will provide the long-term ROI of solid keyword research and content creation.

Take some time to use the tools and strategies highlighted above to carefully identify quality keywords for your business and implement them.

Over the course of a few years, a simple informational content page can speak to thousands of potential prospects, and a well-targeted transactional page can close more deals than a thousand cold calls ever will.

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How to Use Content Marketing to Increase Brand Awareness

Brand awareness is one of the most important aspects of running a business. In fact, it directly impacts how many customers and clients you acquire as a company.

Increasing your brand awareness doesn’t happen overnight, but it’s an important goal to keep in mind for any business. One of the best ways to achieve this is with content marketing.

Call 832-953-4350 to speak with a strategist about content marketing plans from Klever Digital, or keep reading to learn more about why content marketing matters for brand awareness.

CONTACT US!

Why brand awareness matters

Brand awareness reflects the degree of familiarity consumers have with your company and message.

It’s not simply that people recognize your logo because it’s something off-the-wall, but that your audience recognizes your brand and what it represents.

Brand awareness is so important because consumers are much more likely to purchase from brands they recognize and trust. When people are aware of your brand, it also secures your position in your industry.

How content marketing impacts brand awareness

Strong content allows you to show your customers who your company is and what your brand represents.

Brand awareness isn’t just whether your audience knows the name of your brand, but it’s how well they understand the qualities that make your brand unique. In order to create this distinction, your content needs to highlight the qualities that set your brand apart from your competitors.

Share the details about your company that make it clear what sets you apart from others in your industry and show potential customers why they should choose you over your competitors.

For example, consider using a page on your website to describe your company culture and how it’s unique. You could also use a page to outline the ways that your brand differs from others in a similar category, whether it be the different materials or ingredients that you use, or something specific, like the fact that you operate on weekends too.

How to use content marketing to increase brand awareness

Increasing brand awareness is challenging, but you can follow these seven steps to use content marketing to achieve your branding goals.

1. Understand your audience

Understanding your audience is the first step in creating any marketing strategy. They’re the people you need to connect with, so all of your content needs to be catered to them.

There are a few key questions you should ask about your audience to ensure that you’re writing for them.

WHO IS YOUR AUDIENCE?

Your audience is your most important piece of the brand awareness puzzle. Without an audience that wants and needs your product, you wouldn’t have any customers to help your brand awareness grow.

Because of that, you need to consider who you are targeting.

Consider the demographic of your target audience in order to decide how to structure your content and what will appeal to their interests and values.

For example, if your company creates hand-made bouquets for brides, your audience is primarily engaged women. In this case, you would tailor your content to appeal to brides, and show them that you’re committed to providing them with a great experience through your dedication to the industry.

WHERE DOES YOUR AUDIENCE SPEND TIME ONLINE?

You should also research your audience’s online tendencies.

You should spend time identifying the sites and blogs your target audience spends time on and how you can create content that appeals to that audience.

You can also look into the types of content your audience spends the most time with on your existing pages. If you notice that they seem to interact more with pages that include videos rather than images, then make video a part of your brand awareness strategy.

The goal is to connect with your visitors by addressing their needs and wants in a website, and by studying their tendencies online, you’ll have data-driven insight on how to keep them coming back to your website.

2. Create a content strategy

Once you’ve gained a solid understanding of your audience, you’ll need to create a strategy for reaching them.

FOCUS ON YOUR STORY

One of the best content topics for increasing your brand awareness is your company’s story.

You can promote your brand in a way that reflects where you started, how you succeeded, and what you believe, along with your company’s values. Keep these aspects at the forefront of your campaign to give a clear picture of who you are as a company.

This can help you connect with your customers on a more personal level and show them who you are, beyond just your products and services.

CHOOSE YOUR CHANNELS

Next, you’ll need to choose which types of content you want to use. There are many that can work well, including:

  • Site pages: When people want to learn about a brand, the first place they look is the “About Us” section of a website. Here, they should also find a page that explains and describes your company culture, including your beliefs and work environment.
  • Blog posts: Blogs are one of the best ways to drive traffic to your site and one of the best channels for content marketing. You can share your knowledge and become a trusted voice in your industry if you post blogs regularly.
  • Downloadable guides: Site visitors love anything free and information is no exception. Advertise a free downloadable guide on the first page of your website or on pages that correspond with what information you’re covering in the guide.
  • Videos: Videos are another great type of content that will allow potential customers to see what you’re all about as a company. They give them a behind the scenes look at your company and how you function, which makes them feel like they’re part of the family.
  • Webinars: Webinars are becoming increasingly popular simply because you can watch and listen to the information rather than reading it. This is a great content marketing technique that you can even link to in your blogs about similar topics.

CREATE A SCHEDULE

Creating a schedule in place helps to keep your plan on track. Without it, you’ve got a map with no roads.

Determine how often you want to publish new content, and stick to that schedule.

It’s important to your brand awareness that you create a consistency within your company—whether it’s the frequency of blog posts or in what tone you write them in.

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