Even if Google didn’t regularly change its algorithm that determines which organizations’ listings it serves up on the first two pages of search results, and even if new competitors haven’t entered your marketplace or existing competitors haven’t up’d their SEO game, your organization still needs to regularly revisit your SEO strategy and tactics. By regularly, I mean, at least quarterly.
My digital marketing agency is often engaged to implement activities related to keyword research and planning (such as employment of appropriate keywords in website content and behind-the-scenes website tags). While keyword research and planning is a large, complex, and time-consuming activity that doesn’t need to be revisited monthly or quarterly, there are a number of SEO review and audit type activities that should. I won’t repeat those activities in this post because I’ve already outlined them in the recent blog posts shared below, but I hope you’ll take the time to read or re-read these past posts. They outline easy tasks you can and should complete to make sure you are up-to-SEO-speed and that potential issues with your website aren’t impacting your SEO, or that tactics that you are or aren’t employing related to your social media presence, aren’t harming how your organization ranks in search engine results in some way.
Don’t have the time or capacity to complete the above monthly or quarterly SEO activities? My team is always here to help! E-mail or call us for information about the services we can provide related to quarterly SEO reviews.
Many business owners and marketers are not aware that or give much thought to the fact that keyword research and planning has implications far beyond organic SEO, i.e., beyond the putting of technical tactics in place (such as including high-volume search terms, known as keywords, in website content and page title tags) to ensure a listing with a link to an organization’s website or social media presence ranks as high as possible in search engine results for high-volume search terms relevant to the organization’s product and service offerings.
Before we get into how and why keyword research and planning extends beyond SEO, here’s Keyword Research & Planning 101:
Q: What is keyword research?
A: Keyword research is information generated by “keyword planner” tools, such as the tool that resides within Google Ads advertising manager platform, that shows the average monthly search volume (the number of people who have entered the phrase in-question into Google’s search engine over a month’s period) for search terms (keywords) relevant to the particular products and services an organization offers.
Q: How are keyword research lists generated?
A: Distinct keyword research lists are created for each of the products and services (and sometimes the sub-products and sub-services) an organization offers by walking in the heads of the various target audiences served and entering phrases (search terms) into a keyword planner tool which are thought to be ones target audiences would be using to identify providers of products and services relevant to the organization. In addition to the nature and actual name of the products and services in-question, search terms should include problems for which target audiences might be seeking a solution, such as “how to lose weight quickly.” The keyword planer tool will then normally generate 100’s or 1000’s of similar search terms that individuals have entered into Google to identify an organization who offers relevant products or services, and their associated average monthly search volume.
Q: Why do I need to define the geography for each of my products and services before keyword research begins?
A: The phrases used by individuals to identify a provider of a particular product or service, as well as associated search volumes, may vary by city, state, part of the country, or country.
Q: What does keyword planning mean?
A: Keyword planning means going through the above keyword research exercise, and then making some decisions and outlining the actions you’ll take next related to the benefits outlined below, based on what an organization learns from analyzing and reviewing its keyword research.
Now, that we’ve got some terms and their definitions behind us, just what are the key benefits of doing/uses of keyword research? Keyword research can be used to:
This one you’ve hopefully got down by now — Optimize your website for search (SEO), and therefore, improve how high up in search engine results a listing with a link to your website or social media presence (an organic vs. paid advertisement listing) appears for high-volume, relevant keywords entered in a search engine by your target audience(s).
Inform an integrated marketing plan for one or several of your products and services by providing information on whether or not a sizable number of individuals are actively searching to identify organizations that provide the types of products and services you offer. If individuals aren’t actively searching for certain products and services, then your marketing plan will need to include more “push” vs. “pull” tactics. For example, your organization would not want to invest money in paid search advertising that is presented to searchers searching on appropriate terms, but display advertising, a form of online advertising that allows you to target individuals with certain interests or who are reading about certain topics, might be effective as a means to create awareness of your particular product or service among appropriate target. Learn more.
Determine if there are new products or services you should be offering. Sometimes, a review of keyword research lists can reveal unmet target audience needs and opportunities to offer a new product or service.
Determine if there are certain products or services you should be focusing on or promoting more, based on what keywords and associated search volume reveal.
Uncover topics that are of interest/important to target audiences to influence what you talk about in social media posts, blog posts, videos, or sales materials. For example, you may discover problems for which your target audiences may be seeking a solution that you hadn’t thought of, and you’ll want to call that out in marketing activities and sales literature.
I’m sure there are exceptions to this, depending on how staff summer vacations are scheduled and the nature of services you offer and the time of year those you serve tend to use them, but in general, summer seems to be a slower time for many organizations. So along with blueberry & strawberry picking during the lazy, hazy days of summer, why not consider reaching out and snagging some low-hanging fruit related to SEO (Search Engine Optimization)?
Search Engine Optimization is all about making sure your organization’s website is well-positioned to rank high in search engine results listings for those terms most used by your target audience(s) to identify an organization that offers your services. There’s two broad categories of SEO tactics an organization can implement to improve how high up in results listings they appear for desired search terms: paid search (ads that appear at the top of Google, Bing, and other search engine results) and technical (non-paid activities you can undertake to improve where you come up in non-advertising/organic results).
Detailed below are technical-SEO-tactic low-hanging fruit/SEO best practices to pick away at this summer. They’re presented in the order of what I believe to be the criticalness for addressing.
#1 – Make Visitors Feel Secure
If your site’s address is still an https:// vs. https:// one (insecure vs. secure), you are very likely being ranked lower in search engine results than your competitors and this issue is expected to worsen. Visitors don’t like visiting sites that aren’t secure and search engines don’t like to send searchers to such sites. Your website host or developer/designer should be able to install an SSL security certificate to convert your site from an insecure one to a secure one.
#2 – Think About the Company You Keep
If for whatever reason, a good amount of your site’s traffic is being driven by links (known as backlinks) found on sites that are considered “spammy,” this will also negatively impact where and how frequently search engines will share a listing that points to your website for terms relevant to your organization. Sometimes, many non-reputable organizations may be sending traffic to an organization’s site without your webmaster even knowing it. Read how to check for that issue and how to address it.
#3 – Mend Those Broken Relationships
Broken links, i.e., links on your site to another page of your site (internal link) or to the page of another organization’s site (external link) that don’t work and provide visitors with a “404” error message will cause search engines to “ding” you as far as results rankings go. Ideally, you should conduct an audit quarterly – not just during the slower days of summer – by clicking on all your site links to see if they still work.
#4 – Capitalize On Effective Relationships
Think about what highly respected organizations might be willing to post a link to your site from theirs since links from other credible organizations greatly improve your search engine results rankings. Reach out to those organizations this summer to ask them if they’d consider adding a link.
#5 – Plan for the Fall
Even if your site provides a good user experience and contains beneficial, comprehensive info., to succeed at SEO, you need to regularly update it with fresh content. Search engines reward organizations who do so. If you don’t already have a blog on your site, speak with your internal webmaster or external developer/designer about adding one (assuming you believe there are one or several internal or external individuals who can provide content). If you have a blog, but aren’t posting regularly to it or aren’t good about “tagging” it to be found by search engines, think about how you could improve this come fall.
If you don’t have a “responsive” site, one that responds to the device accessing it – particularly mobile phones – speak to the individuals mentioned above about how you can address that issue in fall 2019.
And, speaking of fall, stay tuned for a late summer/early fall 411 piece that provides additional technical tactics for you to consider & pursue.