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Search engines don’t actually speak human language. That’s probably something you already knew. But even knowing that, I doubt you’ve put much thought into your page keywords and metadata. The sad thing is, that’s what the search engine’s robots use to ‘read’ your website. It’s those words that determine your rank on the SERPs (Search Engine Results Pages).
That doesn’t mean you should pick one keyword and run with it. First off, your website plugins like Yoast SEO will flag you for days if you do that. Secondly, the crawlers will destroy your score for keyword stuffing or overuse. What you need to do is identify the keyword groups that are relevant to your page. Start with your main keyword and then use Google Keyword Planner to identify tangential keywords.
Short Tail – Less than three words, very basic and high traffic
Long Tail – More than three words, very specific and low traffic.
Why would you ever want low traffic keywords? Well, if you choose them right, they are high conversion words. If your site specialises in kids toys for toddlers, you don’t want to rank for all kids toys. You just want traffic for people interested in toddler toys. Longtail keywords can help you get the specific traffic you need. A keyword grouping of longtail keywords for this fake brand might be something like, “colourful toys for toddler boys” “girls playset toys for toddlers” “maths learning toys for toddlers” “cheap toy gifts for toddlers” and so on. Once again, using the keyword planner will help you, but you need to think about your customer. Think about what they are likely to buy from you.
First, it’s a great idea to scan your website and the websites of your competitors. You can use Ubersuggest to do this. This will tell you what they are ranking for versus what you are. If your website seems way off the mark, consider changing your keyword strategy. The tool will also tell you if any of your pages are broken and how fast it’s loading. It’s a pretty useful bookmark to have.
Next, if you’re going to run ads, check out WordStream. They show you the volumes and CPC for keywords related to your site or a competitors site. And they’re pretty localised. This is pretty useful if you serve a regional area. Another great tool for locally operating companies is this one. The bulk keyword generator is also excellent at local keywords if that’s your niche.
Lastly, check out Google Trends. We ran a search for kids toys to see what related topics and search terms are associated. And you get this info:
Related Searches: top kids toys for christmas 2019, top toys for kids this christmas, kindi kids toys, best kids toys christmas 2019, top kids toys 2019
Related Topics: Irrigation sprinkler, Backyard, Climbing – Sport, Trampoline – Topic, Playground slide – Topic
You can download these results to build into a workable list. Think about writing blogs on related topics and searches to encourage people to visit your page. Maybe they’ll shop around!
Need help with any of this? Talk to our amazing team today.