Last month we talked about how we implemented SEO (search engine optimization) on our rebuilt website (visit it here). Here’s how we found effective keywords.
Working with LevinsonBlock’s SEO expert we came up a with list of keywords based on the nature of our business, such as marketing, brand strategy, annual reports, etc. Then came the crucial step:
Keyword scoring
How keyword scoring works
- A high number of inquiries mean that the keyword is popular — we have a big potential audience.
- Fewer results means there is less competition for that particular keyword – which means we will rank higher in Google results. The result: we get noticed and more traffic comes to our website.
The results
Marketing Plans 2
Marketing Planning 10
Brand Strategy 5
Brand Building .003
Annual Report .025
Shareholder Report .001
What it means
The higher number is a better score. First, take a look at “Marketing Plans” vs. “Marketing Planning”. A trivial difference in wording, but a big difference in the score. Likewise, “Brand Strategy” and “Brand Building” mean pretty much the same thing, but using “Strategy” makes this a much stronger keyword. With all our keywords, there was one choice that was stronger than the other.
“Annual Report” and “Shareholder Report” are both weak keywords — our audience just doesn’t use these when they are searching for our services. So even though annual reports are a big part of our business, it doesn’t make sense to use it as a keyword.
Keep in mind
- SEO principles may be simple, but implementation is an art. We used an expert — you might want to consider it too.
- Keyword use changes over time, so revisit your keyword list periodically
- Keyword use is different from region to region, so make sure your SEO research focuses on where your target audience is.
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FACT OF THE MONTH
Barbie’s measurements (if she were life-size): 39-23-33.