Identifying keywords is the first step in creating a great small business marketing strategy. Search engines are matchmakers. When a person searching the internet for something they need types words in the search bar, the search engine trolls through cyberspace looking for the Websites that will be the most useful to them. What will make Google, Ask or Yahoo put a link to your Website on page one?
Key Words for small business marketing
There's a lot of mystery to the ever-changing algorithms used, but one thing all the experts point to is the use of keywords in the copy on your Website, blog, articles and Tweets. When search engines identify your site as a suitable match for content, your page ranking will be much higher. But as an industry insider, the words you use to search for your products or services might be different than what your prospect would put in the search bar.
As you choose Keywords you are looking for two things:
- which words and phrases would your target market use to search for what you offer?
- which ones are the most used on a regular basis, and which are used the least?
Start Your Keyword Search
Step one: make a list of all your products and services. Beside each one list some words and phrases that might be used to search for them.
Step two: use Google's Keyword Tool (www.googlekeywordtool.com), or another similar one (ie. www.wordstream.com/keywords or http://www.keyworddiscovery.com/search.html#).
The tool will provide additional words and phrases to consider. What I like about Google's free tool is that it tells you which keywords are the most searched, and also which are least used by other businesses. Create a long list of your potential keywords with a mix of some that are heavily searched, and some that are rarely used, but also have less competition. You should end up with a list of words and phrases you can use in your copy to attract prospects to your site.
Step three: Group your keywords around topics so you are concentrating on one primary keyword or phrase on any page, blog post, or marketing article you write. Experts say you can sprinkle similar phrases through the copy, but not competing keywords. Example: my primary keyword phrase is "small business marketing." I might use "marketing ideas for small business" and "small home business marketing" in the same blog post, but I wouldn't use "brand marketing" or "strategic marketing plan" even though those are good keywords for me.
Caroline Melberg, President and CEO of Small Business Mavericks, outlines these key ways to enhance search engine optimization for small business marketing:
- Identify the keywords for your small business marketing
- Determine page rank on Google and look for more keywords that can be used
- Place keywords strategically on each page
Placement of Keywords for Search Engine Optimization
Placement of those keywords is also essential to a small business marketing strategy. Where keywords appear helps search engines determine how valuable and relevant your site is for a specific subject. Place your keywords in headings, bullet points, and subheadings with bolded text and links -- it's one of the best ways to attract the attention of a major search engine.
My colleague, Becky Barnett, owner and founder of Dot-to-Dot.com, is the most adept SEO master I know. Look for a future blog where I ask her to share some of her more sophisticated tips for using metatags and other tricks to enhance your chances of getting to that magical page one on Google!
If you are ready for a bigger presence in your market, let us help you develop your blog, revise your Web content to make it work harder for you, or create a new Web site. Maggie Anderson Words That Work is a communications coach and marketing expert and provides simple, step-by-step programs for small business executives. We help you find effective communication strategies to develop your personal brand, stand out as a leader in your industry and attract more opportunities using social media strategies, blogs, Web content, speechwriting and presentations, white papers and other effective communication tools.