It all starts with words typed into the Google search box.
If you want to attract more of the “right” visitors to your website then you will need to optimise your website for SEO (search engine optimisation). And if you are embarking on the SEO journey you need to choose keywords that people are actually searching for. Simply put, you need to “fish where the fish are”.
So what keywords should you choose?
It all starts with keyword planning and research.
1. Ask yourself these questions
- What are people searching for when they should be finding me?
- What question does my product or service answer, which problem does it solve?
Brain storm these questions with your team and make note of every answer. But don’t think like a financial planner. Think like a potential client. Why do people come to see you? What are the triggers that prompt people to look for a financial planner and what words would a potential client type into the search box?
Some obvious keywords would include the services you provide combined with your location. For example if you are a financial planner in Newcastle one of your search terms would be, Financial Planner Newcastle. List all the obvious areas of advice you provide, as these will likely be the terms that have the highest number of searches and therefore be highly valuable if you can rank on the first search page.
2. Choose some "Long Tail" keywords
But what about some other keywords that are not so obvious but might just catch some fish? This is where “long tail keywords” come into play.
Long Tail keywords are those 3 and 6 keyword phrases, which are highly specific to whatever a user is searching for and whatever you are selling.
The longer (and more specific) search terms are, the easier it will be to rank on the term. Long tail keywords are more specific and less common. They focus more on a niche. The longer and more specific the search terms are, the higher the chances of conversion are.
Here are some suggestions of how to come up with some long tail keywords:
- Do you target specific occupation groups? e.g. Succession planning for farmers
- Do you specialise in particular area of a product group? e.g. Transferring a UK pension to Australia
- Are there areas of advice that are not so obvious but that are important to clients? e.g Saving for children’s education?
Obviously there won’t be as many people searching for these terms but because the phrases are so specific there is less competition so the chances of someone clicking through to your website are much higher.
Image source: yoast.com.au
Fish where the long tail fish are
Be sure to use the “right” long tail terms. For example, you may want to rank for the phrase “cost of raising kids” because of a campaign you are running. But when you do some research you find out that this specific term is only searched for 10 times per month. Whereas the term “educating kids” has been searched for 590 times. You don’t need to change the name of your campaign completely but you should optimise your campaign web page to also include the term “educating kids” to try and capture both these searches.
3. See if you are on the right track
Now that you have a list of keywords, including long tail keywords, you can now test out those keywords with some tools and get suggestions for additional keywords.
Keyword ranking report (FREE through ClientComm)
ClientComm can provide you with a free report for 30 keywords which will show you how you currently rank for your keywords. This report is free to all ClientComm clients Request your report now
Use the search box on google.com.au (FREE)
Type in your keywords and see what results come up. Google will also provide you with suggestions below the search box which you could use as potential keywords on your website.
Google Adword’s Keyword Tool (FREE if you have account)
Google's AdWords Keyword tool provides estimated search volume and suggests alternative keywords.
Google Webmaster Tools (FREE)
Google Webmaster Tools provides you with detailed reports about your pages' visibility on Google including the top searches that bring users to your site (Search Queries).
Keyword Tool (FREE)
Keyword tool helps you find the keywords that people are typing into Google Search Box.
4. Refine your keyword list and determine your priority keywords
- If no one (or very few) seem to be searching for your keywords then you would be wise to focus on other keywords.
- On the other hand if people are searching for your keyword and you don’t currently rank high in the search results then you need to optimise your website for that keyword. These types of keywords would become your priority keywords.
5. How many keywords should you choose?
There is no limit to the number of keywords/phrases you can focus on as part of your SEO strategy. However, SEO can be an expensive exercise so it may be sensible to start with between 20 – 50 keywords/phrases. Then as you start to move up the ranks for those terms you can increase the number of keywords.
SEO takes time but it's worth it!
You need to be patient in relation to seeing your keyword results improve in the Google rankings. Search engines are extremely complex and results do not happen overnight. However, if you choose the right keywords that attract the right visitors then you will see the results over time.
For more information about ClientComm’s SEO services or to request your free Keyword Ranking Report please contact Peter Talty on 02 4342 1888 or contact us.
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