In SEO and Keywords – Part 1 we introduced the elements of Search Engine Marketing that are useful if you’re trying to define your keywords and work out where to go with your campaigns.
In this blog, we’re going to be looking a little bit more at keyword research and why you should consider your Search Engine Marketing activities as a series of building blocks that you will need to continue to cement over the coming months. It’s a big area after all and there’s a lot to take in.
I’m a national business and want EVERYONE to find me
While we all want to get as much business as possible online, so does everyone else and you have to be realistic about what can be achieved.
Even with websites, businesses constantly ruin them by trying to put too much on a landing page, thinking that by putting out a thousand messages that somehow that’s going to make people buy. This is not the case. You have to really think about the end user who has a much more specific plan on what they’re looking for than you could ever hope to second guess.
Search Engine Marketing is no different so while a business may want to go national, there’s a benefit in keeping things smaller and building upon each success, in a kind of ‘ground work’ approach to results.
Getting ranked on easier keywords will have some impact on the more demanding and difficult keywords, so it’s all valid.
If you want quicker results, then localised keywords will be easier to achieve in terms of rankings. However, never assume that’s the end of your work. In fact, we’ve written blogs that are all about companies who charge you a fortune for what is actually a much easier exercise.
If you’re looking at national coverage and want the big keywords, then you will need a budget for it and simply won’t achieve this with little work. It can be done, we’ve done it many times, but you have to be absolutely dedicated to getting it and have the insight to understand that it will take months of SEO work to get there.
However, getting ranked locally will at least give you some presence to start off with and will help moving forward, so consider advice from your Search Engine Marketing provider on how best to approach it.
Of course you don’t need to be too tiny. There’s probably not much point getting ranked for ‘gifts for her Barnet’, but it may be worth looking at ‘gifts for her London’ because it has a much bigger catchment area and will make a difference to your traffic and sales.
More keywords will surely help
Obviously the more keywords you are ranked for will help you attract more visitors to your website, but if you’re doing this from day one, then it’s just not realistic.
To reiterate the business that feels putting everything on the front page is the right thing to do, Search Engine Marketing success is about being specific and focusing on defined keywords.
If you start an SEO campaign with two or three keywords and then suddenly forget about them, opting for something else all together, you’ve got yourself on to a treadmill with no end point.
Therefore, instead of chopping and changing define your keywords and stick to them! That way as you gain better rankings you’ll be able to see the progress you’ve made.
In our earlier blog we likened Search Engine Marketing to spinning plates. Imagine the early keywords are your first four plates and they’re now spinning nicely with no risk of falling for now. You can then begin adding more plates. Whereas if you try and get fifty plates started at the same time you’ll end up with a lot of broken crockery.
Try not to dream about page one rankings as you’ll inevitably get very disappointed. Instead think of it like the hare and the snail race. The snail is slow but consistent while the hare goes off at 100 miles per hour. We all know the moral of the story so try to think of that with your own SEO.
Treat your Search Engine Marketing as a long-term strategy and begin spinning those plates one at a time and you will get the benefits of a healthy, high ranking site that gets lots of visitors.