The discipline of finding the right keywords for your web site is becoming more and more difficult as the major search engines tweak their algorithms to provide better results for their visitors. However, this increased learning curve is actually an advantage for hard working companies, because hard work is rewarded with better results. It is harder for a cheater to usurp your position on a major search engine once you have truly earned it.
The first step to earning a long term, reputable position within the ranks of the major search engines is to find the keywords within your niche.
To find keywords in your niche, first begin with a list of potential keywords. These are the simple terms that you might think of when you first consider the industry of your company or the name of your product or brand. Too many businesses stop at this step, however.
What search engines have done over time is devalue the importance of generic terms like the keywords on your long list. In order to have your search engine optimization strategy become effective, these keywords must be combined and synonymized in order to come up with longtail phrases and related keyword terms that will give you the edge in your niche.
Long tail keywords could be considered combinations of short keywords and phrases that would resemble something that a person would actually type into a search engine query box. For instance, if a person was looking for cat food, they would probably not simply type “cat food” into their query box.
The query would be more like “organic low calorie cat food in Charleston” because the person is probably interested in cat food that is the most effective for their cat and in their locale. The major search engines did not prioritize searches like these five years ago, but they do now. This is the trend that you have to take advantage of in order to find keywords that will work for you.
Localization and specificity are your friends now when it comes to keywords. Therefore, when you make your long list of generic keyword phrases, you should now drill down and see how you can make those keywords and key phrases more local and specific to your customers.
Perhaps you are a watch reseller. If you specialize in high quality watches, then you should try to limit your keywords and key phrases to those that are important to customers looking for high quality watches. Mid quality watch resellers should look for keywords that are important to mid quality watch customers. In this way, finding keywords in your niche involves a great deal of brand management.
There are tools online to help with this process. Google itself has a free keyword tool that should be in the playbook of every serious online business. There is also another program called Wordtracker that is highly reputable within the small business industry.
One of the best tools is called an “synonym finder” for keywords. This helps business owners and webmasters to find related keywords to flesh out the web content that should be posted on the landing page. Simply spamming any keyword or phrase over and over will actually penalize a site in the major search engines. You should have related keywords and phrases that read well to a human visitor as well.