The 2020 Guide To Keyword Optimisation

Considering that over 4 billion of us are now using the internet, keyword optimisation is crucial to surpass competitors through the growing digital age. In fact, this statistic is growing by 7% year on year so it’s almost impossible that any online business can survive without it!

In this article, we will discuss what keyword optimisation is, why it’s important for your business to implement into your marketing strategy, and some top tips on how to choose the right keywords to optimise for.

What Is Keyword Optimisation?

Keyword optimisation is the activity of researching, analysing and selecting the most suitable keywords to implement for your business’ content, in order to help drive traffic to your website for relativity purposes. This content can be implemented within landing pages, blog posts and even product pages. These keywords are then detected by Google, which will rank your website position on the search engine results pages (SERPs) against competitors.

It’s essential that the keywords you choose before writing content for your website are relevant and have good search volume from the right audience. This way, it’s guaranteed that you’ll be targeting the right audience for starters. What’s the point in optimising your website for the wrong audience or even no audience at all?

However, substantial keyword optimisation when writing your website content isn’t always enough. It’s critical that your keyword implementation is also optimised overtime to meet the needs of the ever-changing digital world and its users. Therefore, the research of what keywords are performing well and are helping you rank higher in the search results should be continuous and dynamic.

Why Are Keywords So Important?

Put it this way, if you make a cake and miss out the baking powder, it’s not going to rise and no one’s going to eat it. Likewise, implementing keywords within your SEO strategy makes your content appetising to Google, just like a cake is to us! No keyword optimisation means no rise in the rankings on the SERP, so no one will be visiting your website. This is no way to enjoy cake.

Other than the most obvious bonus of an increase in traffic to your website, there are many other ways keyword optimisation creates online success. When researching relevant keywords, analysing the popularity of them will help you measure the size of a potential online market. This is perfect, not just for start-ups, but also for established businesses that are looking to dominate or develop into a new market.

A business isn’t a business without the creation of customer relationships and connections. The aid of keyword optimisation within your website content is what will bring your customers to your website, allowing them to engage with you. If you want to establish a strong relationship with your customers and build customer loyalty, you’re going to need to take their needs and requirements they are searching for into account. This is when you analyse the words and phrases they are hunting for an answer to, giving you an idea of their needs and gradually incorporating these into your content.

As keyword optimisation is such an elaborate subject, we have narrowed it down into sections that will make your life much easier when planning your next SEO strategy

Identify Your Goals

This first step might be obvious for any business but it’s essential that you identify your unique business goals before starting any keyword strategy. A top tip is to actually work backwards, determining what you want to achieve at the end and then work out how keyword optimisation will influence this.

Setting important objectives, such as how many leads or sales you want, or how high you want your engagement rate to be will help shape your keyword planning. Therefore, it will give you more of a possibility of reaching those final goals.

Analyse Your Competitors

The next most effective method is to view how competitors fare on the SERPs; understanding how they gain a greater rank is fundamental to your optimisations.

Some examples of competitor’s optimisations that you can easily get a hold of are the topics, the titles, and headings of their blog posts. You can also view their meta descriptions of each page and why they are positioned the highest for on the SERP. Note; Google won’t actually rank you for Meta Descriptions but they’re great to help entice customers and increase your Click-Through Rate as these are used as hooks to engage the reader in further. Once you’ve found what keywords and topics your competitors are ranking for, simply make a list of them and implement them on your own website.

However, you should never assume that all your competitors are doing it the right way. So, always assure that you’re researching what not to do as well.

Perform Keyword Research

Now, there are a few ways to perform keyword research. As above, you can simply look at what keywords your competitors are ranking for, but it isn’t always as straightforward as finding random words and stuffing them anywhere they can go in your own content! In fact, this is when you can receive a penalty from Google for overusing a keyword. Therefore, using keyword planning tools is effective because you can actually detect words and phrases that users are searching for and not just any words or phrases that you think might be popular.

Google Keyword Planner

The most reliable and effective keyword tool is Google Keyword Planner. This allows you to put in a URL, search keywords and find out how many monthly searches that keyword gets on average. If you were to create a paid advert, you can also view the top of page bid for that particular word or phrase. If the bidding price is high but the keyword has a large amount of average monthly searches, these words are great to use organically in your content to avoid the cost of a paid ad!

Identify Topics

After you’ve collected a mountain of keywords using Keyword Planner, this is where you decide what topics really matter to help you rank in the SERP and be noticed by your audience. As mentioned earlier, keyword stuffing is a technique that Google will not be happy to see, so identifying the topics that really matter and narrowing down your list of keywords to fit in these topics is much more worthwhile than using a load of keywords just once!

Answer The Public

Answer The Public is perfect for when you need to find the optimal topics to use in your keyword optimisations. This is a tool that allows you to search for keywords which produces a diagram of all the topics relating to that keyword that users are searching. Simply take a few of these and use them as your headings within your content.

Ensure Your Topic Is Relevant & Specific

You may have chosen the best topics to revolve your keyword optimisations around, but this means nothing if the topics aren’t relevant or are too broad. For example, a small or local digital marketing agency attempting to optimise for “marketing” is going to be pretty much impossible because of how broad it is. Therefore, a keyword or phrase more relevant to the location or the fact that you’re a specialist agency is much more beneficial. The search term on Google Keyword Planner might show lower average monthly searches, but it also has lower competition and more relevancy to your business. This way, your Bounce Rate is also going to improve massively as you target the right audience! So, can you see how keyword research is essential?

Review The SERPs

Keyword planning might seem like a heavy-duty job, but because of the ever-changing digital world, searching for trending topics and keywords in the SERPs can actually be a highly valuable task!

Take the top keywords and topics that you have found from Google Keyword Planner and Answer The Public and see what comes up. Are you seeing the competitors that you expected to see reigning at the top of the search page?

If you find that some of your initial primary keywords and topics aren’t showing the right results, then this is where you should reconsider how you are using them before it’s too late!

Monitor & Analyse Performance

The final step is to monitor and analyse the results of your keyword optimisations. After all, what’s the point in doing all this work if you’re not going to keep up to date with the outcome?

The magic thing about this data is that you can notice and begin to prioritise those keywords and phrases that you are now ranking for. This allows you to give less preference to those that haven’t really done much for your website. Then, this is where you continue to optimise your content and keywords in order to reach even more of your target audience, dominating competitors on the search page.

Some main points to consider that will influence your future keyword optimisations are:

  • What keywords you are organically ranking for
  • What keywords have a high impression rate but few clicks
  • What keywords are producing a high traffic score, but minimal conversions?

These findings may be an indication that you need to optimise your content to entice your audience even further.

Do You Need More Advice & Guidance With Keyword Optimisation?

At Brave Agency, we have a highly experienced team of marketing professionals. Our marketing team can assist you with your business’ keyword planning and optimisations. For more information, feel free to contact us here or call us today on 0845 5443626.

Written by Georgia Forcellati

Hi there, I'm Georgia, a Digital Marketing Executive at Brave. I love SEO and Social Marketing, and I'm constantly learning and growing my knowledge and experience, keeping up to date with the latest trends and tactics to grow your website's traffic, conversions and revenue.

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