Copy Break

Just where do you start searching for keywords?

One of the biggest mistakes people make is to base their research on what they do, and not on what customers are looking for.

Most people think of themselves in single generic terms, such as electrician, therapist, hairdresser. Unfortunately, it’s virtually impossible to compete with single keywords. If you try, you’ll end up disappointed – to say the least.

Besides, your customers won’t necessarily search for single terms as they’re often looking for solutions to a problem, or interested in local services. Consequently, a Google search tends to be longer than one word.

First lesson of the day is to get out of the labelling habit. You’re more than a product and a service. Yes, some might look up what you do – such as massage therapy. But others will use different words to find you. In this case: help with sleeping, insomnia treatment etc.

Hold a mirror up to yourself and imagine what people see. The mirror might reveal a different reflection to the one you see…

Developing longer keyphrases from keywords

Create a list of seed words (including generic terms) when starting off your keyword research. Seed words are those raw terms you think of when you describe what you do/offer.

Let’s imagine you’re an electrician. The first words that come to mind might be: electrician, electrical, lighting, local electrician, security

If you come up with 10 or 50 words at this stage, that’s fine…

Next, think about what your customers would search for. If you can, ask current customers – not forgetting friends or family. Do your own research online. This is useful as you’ll identify some competitors.

Remember, most people’s Google search resembles a short sentence or a bunch of words together.

Once armed with plenty of keywords, extend them. Those five ‘electrician’ words might develop into:

• Domestic electrician
• Electrical services/repairs
• Lighting accessories
• Local London electrician
• Security systems installed

Note I’ve added a location. People often add an area name if they want to source a local service. Never underestimate location references…

Can you see how these phrases are more focused, less generic? When you target focused phrases, you’ll have less competition and will be more likely to get onto Google’s first page.

Besides, the most competitive terms are not always the most profitable. Instead of trying to compete with top keyword search terms, include niche terms too.

They might attract less volume of traffic, but you’ll increase the likelihood of being found by people looking for you. That’s far better than languishing on page 10 – or worse!

At this stage, try to think of as many ideas as you can. Keep extending your original keywords. ‘Electrician’ might develop into ‘domestic electrician in south London.’

Lighting could develop into kitchen lighting, spot lighting, help with electrical switches, home lighting service, lighting installations etc…

Many keyword phrases will occur naturally in copy. Because copy should be a natural conversation with your target audience, it actually stops you over indulging in high-brow language – and strips copy down to what really matters.

Don’t fret over it – just grab your trusty notebook and pen, and get scribbling. Let me know how you get on. And do watch out for the next post on how to test your keyword bank…