28 February 2019
Search engine optimisation is all about making your business more visible online, and it should be an integral part of your digital marketing strategy. For the novice, the ever-changing world of SEO can seem challenging, but even knowing the basics is a great place to start. That’s why today we’re taking a look at keyword research and content optimisation - two great places to start with your SEO strategy.
By using keyword research tools such as the Keyword Planner in Google Adwords, you can gain valuable insights into who your target audience should be, what kind of products or services they need most and who your competitors are. Using your research tool of choice, simply search for your URL, products and competitors and you’ll get a list of relevant keywords. These come with useful metrics such as search volumes and trends as well as predictions for future use.
It’s good to keep track of your most relevant keywords and their associated metrics - a simple spreadsheet is a good place to start recording these. As search trends fluctuate continuously, it’s also important to update your keyword database on a regular basis.
Now that you have started your keyword research, it’s time to put the insights you gather to good use. One of the best ways you can do this is by optimising your existing website content as well as creating new keyword-rich pages that will help your potential customers better find you online.
When it comes to optimising your existing content, create yourself a realistic schedule for revisiting pages on your website. Your first priority should be to keyword optimise your most important product pages and categories. You should aim to feature your most important keywords in the URL, H1 tag and meta description of the page.
Your keyword research can also point you towards content opportunities or even new product ideas based on what people search for. Use this insight to your advantage by creating fresh content around relevant. An important thing to remember when using keywords is not to use the same ones too often in your copy, but rather to opt for subtle variations. This will help you to catch a wider audience and for your copy to sound more natural.
Now that you have learned a bit about the basics of SEO, why not take a deeper dive with this guide to SEO for ecommerce?
Caitlin is an SEO Account Executive at Yard, a data-driven technical marketing agency based in Edinburgh and Cardiff.
The above blog has been kindly supplied by the above mentioned author. The inclusion of this content and any links to another web site, or any reference to any product or service by trade name, trademark, manufacturer, or otherwise, does not necessarily constitute or imply an endorsement or recommendation by D2N2 Growth Hub.
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