Dramatically Improve in 2022 with
Do you want to rank higher in Google? Do you want your website to get more traffic, and convert those visitors into customers? Then it’s time for a little SEO () upgrade. The best way to do that is by introducing into your strategy.
Here’s how.
What Are ?
are specific, niche-based search that people use when searching for something online. These user-specific searches are targeted towards a very specific set of results, rather than the more general catch all used by searchers to get their initial list of results (known as a head term, or a ).
Generally, are defined as search queries of more than 3 words, while head terms (or ) are defined as search queries containing 1 or 2 words.
Why Are So Important?
Before I answer this question, I’d like to pose a different question:
What’s the goal of your marketing strategy?
You probably don’t have a single, neat answer to this question. However, I’m willing to bet that your current marketing strategy is motivated primarily by a desire to increase your traffic and conversions.
Many brands and businesses look to paid advertising-or pay per click advertising (PPC)-as a means to achieve these goals. While PPC is relatively effective, there’s a problem-you’re paying for clicks! That means that there’s a linear relationship between the number of leads you are attracting and your marketing expenditure.
To illustrate, let’s compare the ROIs of two equally costly marketing campaigns (one PPC and one SEO):
As you can see, PPC’s relationship with customer acquisition is almost perfectly linear-spend $X attract Y new customers. On the other hand, SEO’s relationship to customer acquisition is exponential. That means there’s much greater potential for scalability baked into the process. That’s the reason to do Optimisation (SEO).
How Do Fit Into All This?
Now that we have that background information out of the way, it’s time to cover what it is that makes so important.
Let’s look at two Google queries:
“dentists”
“dentists in Brisbane Australia”
If you happen to be a dentist based in Brisbane, connecting with the searcher behind for that second query is far more likely to result in a sale. That’s because of the specificity of their indicates someone who is motivated to locate (and visit) a dentist in Brisbane, Australia. In other words, targeting helps businesses attract higher quality organic traffic.
It’s not just businesses who benefit, though. Web browsers implicitly understand that queries including are more likely to yield the results they want. That’s why 54.3% percent of all Google searches are .
To summarize, are important because:
They attract high-quality traffic.
They make up the majority of searches.
Now, it’s time to learn how to find and integrate them!
5 Steps For Finding and Integrate
Without further ado, here’s our 5-step process for finding and integrating :
Step 1: Set Your Marketing Objectives
SEO is a process, not a result.
Before you get to the “fun stuff” (i.e., writing and optimizing ), it’s important to build an operational framework to use when structuring your campaigns. That means having a think about what your goals are.
For example, do you want your business to:
Attract more customers?
Generate sales leads?
Drive brand awareness among a particular market segment?
The goals that you set will determine how you target your audience with . For example, if your goal is to attract high-ticket leads, then your primary might be “luxury car rental Brisbane” as opposed to simply “car rentals Brisbane”.
Step 2: Understand Who Makes Up Your Market
Different searchers are motivated by different things at different times. In other words, there isn’t a silver bullet strategy that can direct every searcher to your website. Instead of trying to find one, you’re far better off getting specific and using keywords to target certain segments of the market.
To do this, you’ll need to create customer profiles-cheat sheets detailing the characteristics, pain points, and desires of your ideal customer.
An example might be:
Description: Young professional looking for luxury car rental services while on business trips to Brisbane, Australia.
Age Range: 26-35
Top Priority: Demonstrating professionalism, success, and class.
Pain Points: Lack of luxury car availability at the Brisbane airport.
Based on this profile, you might decide to target the “Brisbane airport luxury car rental”.
Step 3: Use Google’s To Find Related Keywords
Another method for finding keywords is to use Google’s “” feature.
To try this out, type a broad (e.g., “dentist Brisbane”) into the Google search bar and then hit enter. Scroll down to the bottom of the page, and you’ll find that Google has automatically generated a list of 8 related, – just for you!
These are generated based on relevancy and . Both of these traits mean they’re a great place to start when looking for . You can also look in to check which keywords are already finding your website.
Step 4: Use Your Competitors’ To Identify
To find , you can also use your competitors’ as a starting point. You can do this by reading through a piece of and making an educated guess, or by using an SEO tool.
Once you have this information, you’ll be able to make educated guesses about other related to whatever it is that makes them unique.
To find out what your competitors are using, we recommend the paid Ahrefs’ Gap tool. You may need to pay for a month of this service so make sure you prepare all your research. This takes the top five search results for any given and then shows the URLs that every site is linking to (i.e., they’re ranking). Use this information to identify other relevant queries with significant , too!
If you are using you can also look in the to see the volumes on keywords.
Step 5: Use A Dedicated Suggestion Tool
Still struggling to find to target? You can always resort to one of the many generation tools out there.
One of these options is Ubersuggest – a paid service (with a 7 day free trial) that recommends based on related head terms. All you need to do is enter a head term (e.g., “dentist Brisbane”) and click enter. The program then sifts through Google data and generates a list of suggested keywords.
You can then sort the list of suggestions by their competition level, cost per click, or depending on the goals of your campaign. All of this makes it much easier to develop an effective with targeted traffic in mind.
Wrapping Up
There you have it-a 5-step plan for finding the best to target. All that’s left to do now is integrate them into your .
While there isn’t a hard and fast rule here, it’s important that your keywords make an appearance as often as possible. However, Google has truly become a semantic . It’s capable of discerning whether a piece of is actually providing value or whether it’s abusing density as a way to cheat the system. Always optimize your for users before you worry about things like density.
Hopefully, this article will help you use to upgrade your marketing strategy. When used correctly, can help you tap into a world of targeted and relevant traffic.
