How to decide what keywords matter to your business


Keywords that matter to your business

When we talk about SEO, more often than not we’re talking about keywords.

How you can appear higher in search results for specific keywords, sets of keywords, key phrases.

This is the metric we use to measure success when we talk about SEO.

But how does a business owner actually decide which keywords her business website should rank for in Google search results?

The first step doesn’t involve a tool, or an Excel spreadsheet, it’s just about looking at the content that’s on your site right now.

What are you offering on your site? What are the characteristics of your product, or your service? Who are you offering this to?

Okay, so you sell t-shirts — that’s what you do. Now, what’s on your website? Do you sell 90s clothing, do you sell streetwear, do you sell streetwear for 90s kids or vintage tees for music fans?

These are the questions to answer before you start using keyword research tools.

Keyword Research Tools

Once you have these broad terms decided, then you can turn to a keyword research tool. These tools take the ideas you give them and give you popular search terms related to them.

Google Adwords Keyword Planner is the most popular example of this. Adwords is free to use, it’s got information on millions of keywords from Google’s own database.

If you put in 90s t-shirts, it’s gonna give you back search terms like ‘90s graphic shirts’, ‘band tees’, that sort of thing.

Use a keyword tool, or several keyword tools, and get together a list of initial keyword ideas.

My go-to tools for keyword research are Google Keyword Planner, Ubersuggest, and Ahrefs (paid).

Informational and Commercial/High Intent Keywords

Once you have your nice long list of keyword ideas, the next thing to do is drill these down to your commercial keywords, and your information keywords.

The way that you figure out which are commercial and which are informational keywords is by identifying intent.

When somebody searches for this keyword or key term, are they likely to be looking to buy your product or service, or are they just learning more about your product or service?

‘Best 90s t-shirts for boys’ is an informational key term. There’s a clear question there.

‘Cheap 90s t-shirts’ is a commercial term. It involves price, and therefore it’s likely to lead to a purchase, once a searcher finds you.

Informational keywords help you build your on-site content surrounding your products. Your buying guides, your blog posts on the latest trends. These are what you will focus on when you’re making yourself an authority in your industry.

Your commercial keywords are what you’ll focus on to grow your revenue. These are the competitive, straight to the point, high intent terms that makes SEO a challenge. But knowing what keywords matter to your business puts you one step ahead.

Get in touch to start ranking for the keywords that matter to your business.

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