Whether you are a local business, national or gain most of your leads through referrals, you will still need an online presence as it is the automatic first stop in searching for a businesses credibility. With 97% of searches online to find a local business*, it is a matter of necessity that your business is visible and you’re marketing to the online audience.
Although it’s no good marketing to everyone – you need to have worked out who your target audience is to help you decide what key terms you would like to be found for?
If you’ve not already worked out your target audience, take a look at our blog on this topic which will give you tips on how to create this.
Keywords
Your website in the online world is the equivalent to a business premises in the real world. What it looks like where it is found, how up to date it is and how easy it is to navigate are all key factors for success. A tailored SEO (Search Engine Optimisation) campaign will help your business be seen helping it move up the search engine results page. This is why keywords are so important and one of the first things to look at when you’re working out how you’re going to target that audience.
Think about what key term you would like to be found for? The more content you produce using keywords the more your website is recognised by a search engine meaning your website will make its way up the results pages.
If you’re looking for keywords for an accountancy practice, for example, then the following will be a good place to start:
- Accounting
- Audit and Accounting
- Bookkeeping
Find keywords that work with your business goals and target the areas you’re looking to promote. But finding out which keywords have the most traffic or competition isn’t widely available, this is where working with a digital marketing agency can help.
Long tail Keywords
Think about being very specific on keywords, which are sometimes given the term ‘long tail keywords’. For example, continuing with the accountancy theme people may search for “Accountants in Croydon”, “Accountant for business start-up”, “Chartered accountant in Surrey,” or “Accountant for SME Tax Return”. It’s likely to be a lot easier to rank for this as there will be less competition, but, while you may see less traffic to your website as not many people will search such a specific phrase, it will help it to be targeted.
Headings
Before writing content for your pages, you should always have your keywords planned for what you’re writing about and make sure you add them to your blogs. You should also add them, where you can, in separate heading tags. This gives your keywords greater authority and tells the search engines that the topics you’re talking about are important and relevant to your business.
The h1 tag is also key and should not be missed on any page. Search engine spiders pay great attention to the words used in a h1 tag as it should contain information about the content of the page, just as the title will. Search engines check the keyword consistency between the header tag and the content on the rest of the page.
Don’t stuff keywords!
But a word of warning – when you add keywords to your website’s pages, they have to be relevant. Don’t add keywords for the sake of it as this will act against you when the search engines crawl your site which they recognise as ‘keyword stuffing’. We find that focusing your content around one or two keywords will help you build on results overtime.
Book a Practice Growth Session
If you you’re looking to grow your business, investing in a well targeted digital marketing campaign is fundamental to growth and we, an inbound marketing agency in London, can help you with that. Our Practice Growth Sessions are tailored for businesses keen to grow and ready to invest in a digital marketing campaign to achieve their goals.
You can book a session with us for £95 and we can help you work out the keywords and phrases for your business to be found.
Sources: *SEOExpertBrad