Did you know that press releases published on Online PR Media our automatically optimized for optimal SEO? It’s true! When you publish a press release, your title becomes the title tag of the published page and your summary becomes the meta description. We also allow users to create custom image tags and target up to four anchor text links. All of this formatting and programming, however, is only as good as the keywords that you’re using.
Today’s guest post will examine keyword selection and provide you with the background and tools that you need to really get a jump start on the competition! An optimized press release can rank really well in Google organic, so it’s definitely worth taking the time to research your terms and include them in your press release.
What on Earth is a Keyword? A Beginner’s Guide
Your website has launched, and it looks amazing. All it lacks is visitors. Ask around, and the pros are likely to advise you to optimize your site for search engines. It just takes some keyword research and strategic placement; easy enough, right? Well … not always, especially if you are unfamiliar with Search Engine Optimization (SEO) and marketing jargon. The reality is that many folks – from web developers and designers to copywriters and administrators – have no clue what that means.
Keyword research gets more complicated the deeper you go, but you need a starting point. Below, we’ve compiled a basic beginner’s guide to keyword research.
What is a Keyword?
Keywords are largely the reason SEO exists at all. When you plug a word or phrase into Google or Yahoo, you’re using keywords. Search engines monitor what keywords are used and where the searcher ultimately ends up. It’s part of a wider strategy to make search engines more intuitive for Internet users.
As you market your site online, you should be mindful the language you use so that your site is recognized as relevant. Execute a strategy that incorporates a mix of keyword phrases that will help to boost your site’s search engine rankings.
How Do I know Which Keywords to Use?
Your keyword strategy likely will evolve by way of trial and error. No magic formula will tell you what keywords are most relevant to your business from the start. You’re relying on judgment, and you build from there. You can start by taking a look at what seems to be working now.
Programs like Google Analytics can reveal which entrance keywords are being used to find you. That information, in a less detailed form, is also compiled by your host server. From here, you can determine which phrases are driving traffic your way and find similar phrases. Several online tools, such as Quintura, can help you brainstorm new keywords. If the keywords “golfing tee times” are driving your traffic, you can see that people who search those words are also looking up the words “discount golf,” “reservation,” “golf packages” and others on which you can focus.
This is often called a “seed list” that you will observe over time for tweaking. Don’t rely on the same keyword phrase for too long, however. Mix it up for the best results.
How Can I Tell if My Keywords are Effective?
Programs like Google Adwords and Yahoo Marketing Solutions can estimate traffic generated by a specific keyword phrase so that you can make comparisons. But remember that while the most highly searched phrases are very appealing, those markets can be fairly crowded and tough to crack. In fact, a large majority of keywords are searched less than a few hundred times per month. Your keyword strategy should incorporate phrases ranging from common to the so-called “long tail” (as in a curve) words that make up nearly three-fourths of searches.
Ultimately, you want to choose words that lead to actual conversions. Consider the practical angle. Are your keywords relevant to the product or service you offer? Don’t use a keyword phrase simply because it generates traffic; you want that traffic to turn into a lead. If you run a San Jose dentist office, for instance, you shouldn’t link to “Freemont dentist” just because a keyword application reveals it as a similar search. Freemont is nearly 20 miles around the bay, and people searching that term might not be interested in your business.
You’ll get better at identifying keywords with time, and eventually you will notice your strategy turning a profit for your company. If you have any thoughts on getting the most from keywords, please feel free to comment below.
Bio: Chris Peterson is a copywriter for Straight North, among the leading Chicago Web design firm. He specializes in B2B and B2C marketing, with experience in informational blog posts, press releases, and website content that emphasizes Search Engine Optimization. He is a graduate of Northwestern University, where he earned a Master’s degree in journalism.
Straight North provides a full range of online marketing services, including its innovative Chicago Web design group and highly experienced Chicago SEO team. Straight North develops strategy and executes marketing programs for clients with lead generation and e-commerce websites, and market regionally, nationally or internationally. Follow Straight North on Twitter and connect with Straight North on Facebook.
Awesome target photo courtesy of cliff1066™.