One of the best ways to drive visitors to your business’s website is to first consider, what do they look for when they do online searches?

At Trent & Hanover, this is something we always consider when helping any of our clients to develop their SEO (search engine optimisation). Over the years we have correctly identified the correct SEO keywords, among other things, to help each of our clients in the right manner to best boost their ranking in online searches and thus grow their businesses.

If you know what the are looking for, you’ll be able to correctly identify the right SEO keywords for your company. This will increase the number of visitors and improve your ranking simultaneously.

Here are a few tips.

1. The importance of selecting the right SEO keywords

Keeping in mind that both your competitors and market share equally have an influence on the right keywords – they’re not merely rooted in your industry – this can result in roughly the same group of keywords being used by a great many different businesses.

The way to overcome this is to identify gaps in the market: finding the right niche in what seems to be a largely competitive market can considerably increase your search engine rankings. Try these three steps:

A. Use SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis and gap analysis to search for any keywords you may have previously ignored.

B. Look into how potential customers – and existing ones – look for the services, products and/or info that your company offers.

C. Review and examine carefully which keywords are most used by your competitors.

Obviously, don’t let this distract from your core business focus; but equally, it is important to find a balance between “common” and “unique” keywords – after all, it’s the keywords you choose which affects so strongly how customers find your site and how search engines view it.

2. Long-Tail Keywords Gaining in Importance in SEO

SEO may have for a very long time been about choosing the correct group of short-tail keywords, but as search engines – and users themselves – become increasingly sophisticated, long-tail keywords thus increase in popularity along with them.

Longer keywords are less competitive, too; so you’ll have more opportunity to focus closely on whatever your desired customer base is.

Quite simply, the length of a keyword is what defines it as being either short-tail (which is more traditional) or long-tail. The former rarely include more than three words; the latter can be considerably longer.

They also each offer their own benefits. At Trent & Hanover, our experience in SEO extends to being able to analyse and discover the correct keywords for each of our clients to use, thus helping them immeasurably with their business development online. The differences are mainly in relation to targeting.

To put it simply, short-tail keywords reach a broader audience due to the usage of fewer words; long-tail keywords are far more targeted in the results they bring.

3. Make Sure You Update SEO Keywords Regularly

In conclusion, it’s really important to remember that this is an ongoing process; you can’t simply choose keywords and stick with them but never think about them again. You need to keep on evolving your keyword strategy.

Firstly, as the market shifts and your business changes naturally, you’ll need to re-evaluate whichever keywords you’ve chosen and find the ones which are A. Meaningful; B. Strategic; and C. Competitive.

Secondly, ensuring you regularly update not only your page content but also your keywords will encourage search engines to crawl your website far more often than they would otherwise.

The key, of course, is to make this into a continual process, by which you find and use the correct keywords to drive customers/clients and search engines to your site.

Equally, you’ll find that the best keywords for SEO are the ones which really highlight your unique qualities as a company; exactly what sets your business apart from its competitors? Your keywords will really reveal that, and it’s the most important SEO tip for any small business owner.

At Trent & Hanover, we have helped clients with their SEO keywords over the years to great success. Try the tips mentioned above; and by all means come to us if you need help. That’s our purpose as a company: to help our clients’ businesses develop smoothly and powerfully, through a strong connection with them and through working together well.