Aside from explaining exactly what you do and you help, your website’s words are one of the best ways for it to be found on a search engine results page.
Google has made it no secret that well-written copy could ensure better rankings and getting this right means the difference between being on page 1 or page 100 of its results.
Adding a combination of the keywords that your ideal customer uses to search for your products or services to your pages can help you be found that little bit better, and this process has been exploited by search marketers every way possible over the years in the race to position number 1.
The two questions that I get asked the most when it comes to search-friendly website copy is: “what keywords should I use?” and “how many keywords do I need to use?” like there is some magic combination and formula.
It doesn’t work like that and in this post, I’m going to outline why and the secrets behind how to do keyword research and add a keyword to your website in a way that is Google-friendly and user-friendly.
01. Do your competitor research
If you want to get ahead then you need to know who is reaching the top of search results pages for the keywords that you would like to rank for.
To do this you need to literally go into Google/Bing/etc and search for them, making a note of who appears on page 1 and 2 of results.
If you have the time explore up to page 10, noting the sites and click on them to explore.
Yes…it’s that simple.
Make a note of who appears in the Image search, the Shopping feed, who’s runnings ads for that keyword.
(PS you can use tools like https://www.spyfu.com/ to see what keywords the competition is bidding on)
Then go and search for mild variation of that keyword and see if the results are the same.
You can see here that the results are different when searching for “difference between landing page and homepage” and
You would be amazed at how few agency professionals I worked with would actually do this good old fashioned approach of actually seeing the results as they appear in-situ.
Make it habit to search for your top keywords every month and then study the pages that come up in the results.
How are the page titles written?
What is the length?
How dies the keyword or key phrase appear that you would like to rank for?
Is it commonly used in every result or are there variations?
Can you see a pattern in what appears on page 1 vs what appears on page 10?
How does the meta description appear?
Is the keyword mentioned?
Are variations of the keyword or key phrase mentioned? Note them down.
Finally click on the links of the results and study the page that you see.
Does that keyword appear?
Do a search on the page for it using the find function.
How many times does the keyword or key phrase appear?
Make a note of his and aim to emulate these results when you write your own content.
02. Search for yourself
If you know that you are ranking for a particular keyword or key phrase go and check on the position of where you appear.
If you have no idea if you are ranking for a particular keyword or key phrase then you go and do a little research.
It’s possible to do a manual search in results pages but if you’re not in the top 10 you’ll never know so using a tool like https://www.serprobot.com/ will certainly help by listing what page of search results for Google that you appear on for particular keywords.
You can add in variations of the same keyword or key phrase too, plus research your competition.
See where they are appearing in the rankings and get imaginative with the types of keywords you think you could rank for.
Don’t make the mistake of thinking that you will rank on the first page of results for a very competitive keyword if you’ve only just started doing this by the way!
Also don’t forget to ensure that you’re ranking for your own business name.
It’s a must to ensure that if anyone is doing any research on you and your business after having been referred, they find the right website to do the research on!
If you’re only ranking for your business name right now, then you have some work to do!
03. Find variations of keyword to use
So hopefully by now, you have been making a note of the keywords and key phrases that you or the competition is ranking for and keywords and key phrases that you would like to rank for.
You have made a note of any variations and misspellings too!
If you are struggling with that side of your research, then using a tool like https://answerthepublic.com/ could help inspire you.
It’s a tool that helps you identify the best topics around keywords based on questions inputted into Google search and then presents them as a visualisation.
You should then head to the one and only Google keyword planner tool to see what the volume (i.e. number of searches are for your keywords): https://ads.google.com/home/tools/keyword-planner/ – you’ll need a Google AdWords account to use this tool by the way.
You can then get a sense if the keyword that you want to bid on is “competitive” i.e. there is a lot of other sites out there bidding on that keyword.
If the competition is low then good news – you have a chance to be seen for that keyword!
If it’s high then you might need to find variation of keyword or key phrase using some of the methods above to try for instead.
Not everything I’ve included above will apply to you and your own business website, but I bet there are a few things that you could think about implementing to get more sales on your website today to help improve sales conversations and sell more stuff.
Have you tried any of the suggestions above?
Or do you have some great ideas I haven’t mentioned that have helped you to sell more stuff on your website in a non-pushy manner?
Tell me in the comments below and thanks so much for reading!