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If being found in search engines by your target audiences is important to your organisation, then you need to know what keywords your audiences are using to search for your organisation, products and/or services.
Then use them throughout all of your digital and social media channels according to best practice.
It is essential to regularly review your focus keywords, as the terms that people use to search for the same offerings can change over time.
Recently we’re seeing people search a lot more for what are known as “long tail keywords” or “key phrases” where searchers are typing in longer phrases, or full sentences.
Internet use on smartphones is affecting search
This is resulting from people learning that the more specific their search term, the more relevant their result is likely to be, AND use of smartphones for internet use and searching.
On smartphones, people will often type questions into their browsers, or ask full questions using voice detection such as Siri on Apple iPhones.
Don’t just use your own keywords
When creating your list of focus keywords, don’t just include the specific names or what you officially call your products and services.
Consider how to describe your offerings in layperson’s terms, or someone who is not as familiar might use.
Keyword research tools
You can use keyword research tools such as Google’s Keyword Planner, or Wordtracker etc.
You can also look at your Google Analytics to see what search terms people are arriving in your site via (however this is only useful for those that arrive there).
Use your focus keywords everywhere (according to best practice)
Once you have your list of focus keywords, review and update your content, on your website and all digital channels, including:
- Facebook Page
- LinkedIn company page
- YouTube channel
- Twitter account
and location-specific channels such as:
according to SEO best practices.
If you’re not familiar with these, or confident to do your own research, you can hire someone to help (such as Scout 😉 But do try to develop an understanding of what your keywords are and how they can be used to your, and the benefit of your audience.
- Review or develop a list of focus keywords for your organisation, products and/or services.
- Review and update all of your digital and social media channels using the focus keywords, according to best practice.
Tomorrow we’ll tackle… DAY 5: Content Strategy.