Jun 292011

In a previous blog post, I showed you how to develop a keyword strategy for your search engine optimization (SEO) and website design campaigns.  In today’s post I am going to dive a little deeper into keyword analysis and show you how to develop the right keyword phrases for your small business website.  In a nutshell you want to pick the keywords people are searching for online when they are researching the products and services you offer.

Let’s take a look at an example as it applies to my business.  I offer online marketing services to small business in Georgia.  By performing a quick keyword analysis comparison between “online marketing Georgia” and internet marketing Georgia,” I will see that “internet marketing Georgia,” is searched much more often than “online marketing Georgia.”  And when I review the additional keyword ideas, I see that “Atlanta internet marketing” receives 4 times the amount of searches as “internet marketing Georgia” so it makes sense to focus my website keyword phrases on Atlanta instead of Georgia.  In addition I would target other cities in my content such as Warner Robins and Macon.

Here are the steps for performing a keyword analysis for your small business website content.

  1. First you want to write down keyword phrases that apply to your small business product and/or service offerings.  Review your marketing materials, competitor websites, and get input from co-workers or colleagues who are familiar with your business offerings. 
  2. Once you have your keyword list in hand, you want to review them in a keyword analysis tool such as Google’s keyword tool.
  3. Using the Google keyword tool as an example, you would enter in individual keywords or keyword comparison’s such as the example I used for my business. 
  4. Depending on whether the keyword phrase was broad or narrow, you would select Broad, Exact, or Phrase in the Match Type in the left hand navigation area of the Google Keyword Tool.  For example if one of your keywords is very narrow in focus with a minimal amount of searches, you would choose Broad Match.  Most of the time, however, you should select Exact to get the most relevant results.
  5. After you submit your keyword, review the Keyword Ideas results below your search to see what other related keywords people are searching for in addition to the number of times the keyword is searched.
  6. When reviewing the Keyword idea results, you want to choose keywords that apply to your business, but do not rely to much on heavily trafficked keywords, as these phrases will oftentimes be very competitive and difficult to rank highly.  Essentially what you are looking for here are keywords that apply to your small business offerings, receive a fair amount of traffic, but are not too competitive.  The goal is to discover similar keywords that you may not have thought of such as my “online” vs “internet” example above.

When you have completed your keyword analysis and developed a complete list of targeted keywords for your small business offerings, you are ready to begin working on the content for your website.  Check out my link at the beginning of this post for help on setting up your website content using your new keyword list.