Covid-19 has brought about a number of changes to how we do business, and prompted many businesses to take their offerings online. As we near the end of the pandemic, however, it is important to ensure that your business is prepared to return to offering in-person services, as well.
One way to ensure that your business remains top of mind to consumers when they are ready to plan in-person visits is by ensuring that you rank highly on Google search platforms. A first step to a high Google ranking is by ensuring your business is targeting the proper search keywords.
What is Keyword Ranking?
In order to capture the most customers, it is important to be visible when they search for you and your services. Prioritizing your Google search ranking can assist in this goal, and keyword usage is the first step.
The Google search engine uses a number of methods to determine which order sites will appear in on a search results page. One of the main methods is by scanning pages for “keywords” and matching them to what the user is searching for. While keywords may seem like a confusing topic, this article will help you begin to use them and improve your Google ranking.
How do I know my keywords?
1. Think About your Business
The first thing to do when determining your keywords is to think about your business. What services do you offer and specialize in? Do you operate in a certain region? What are your clients looking for? The answers to these questions will help you to determine what your customers are likely to search for on Google, and what keywords you should be using.
2. Find Your Niche
When coming up with your keyword list, you may end up with a broad array of search terms. It is important to be specific in your keywords, in order to reduce competition. Focus on what differentiates you, and find your search niche. You can use “long-tail keywords”— longer, multi-word search phrases—to match to specific searches and increase relevance to your business.
3. Use Online Tools
Online tools are available to assist you in your keyword research. For example, Google Adwords to check what keywords related to your business are popular, and how many people are searching for them. Google Keyword Search can help you find more keywords related to your business, and build out a more robust keyword list.
4. Check your Competitors
Finally, you can check out your competitors and see if you can pick out what keywords they are using in their content. Can you see any words or phrases that stand out throughout their content? This is a great exercise, and can assist you in not only better understanding keywords, but may give you some new ideas for your own keywords!
Where do I put my keywords?
You’ve determined your keywords, but where should they be located? Your keywords should be used throughout your website, in both the front and back end.
Be sure that your keyword is present in all of the relevant web pages—in product/service descriptions, FAQ, About, etc. Be sure to include your keyword where it fits organically; do not try to force it. Your keywords should flow into your content, keeping it easy to read and understand by your customers. You can also create content such as blog to answer specific questions or target especially relevant keyword phrases when they cannot be added organically to your page content.
Keywords should also be present in less visible areas of your website. Place keywords in page URLs, Titles, and Metadata where possible. This will show Google that your pages are relevant to the keyword and improve your search matches.
How do I Determine my Ranking?
When you have completed your keyword research and have integrated them into your website, you can check your ranking by searching for your business using some of your chosen keywords. Start an incognito session and plug your keywords into Google… and see where you are placed! Don’t fret if you do not appear in the first results immediately. Google rankings change slowly, and it takes consistent optimization of content and keywords to move yourself up the search rankings.
The process can take some time, be sure to start your keyword journey now to ensure you are prepared for the return of in-person business. As people return to their usual habits, and begin looking for your services, you will be ready to provide them!
While this intro to keywords will assist you in increasing your Google ranking, there is much more to do in order to maintain a high search ranking. If you are interested in learning more about how to improve your ranking on Google, Phoenix Agency’s expert marketing team can conduct an in-depth audit on your business’ search engine optimization, including analysis and implementation of keywords. Contact us at (905) 660 – 6655 Ext. 1243 or email ross@phoenixagency.ca
