Keyword Strategy for Local Search Engine Optimization

If your business generates it’s primary sales from a local geographic market and has an online presence, Website, Facebook Page, Twitter and others then you need to have a strong Keyword Strategy for your Local SEO optimization efforts. It doesn’t matter if you outsource your SEO or do it in house, a knowledge based strategy is vital in reaching your customers or client base.

If you are new to Local SEO you might be scratching your head and asking “What is a keyword?” Good question. And the answer is simple.

• A Keyword is the word or phrase that people type into their search engine to find a product or service or just information.

Keywords can be broken down even more by classifying them as either short tail keywords or long tail keywords.

• Short tail keywords are one or two words used in conjunction with each to find the needed information on the Internet.
• Long tail keywords are three or more words used in a phrase to find more specific results in an internet search.

A quick side note here is to understand that once you have determined your list of keywords you will want to build your website around them, not the other way around.

As a business owner you would never open your business without a business plan or start a marketing campaign without a marketing plan, so it is with having a keyword strategy. It is part and parcel with your marketing plan and in the online world probably the most important piece.

Where do You Start with Your Keyword Strategy?

Think like your customer. What would they type into that search engine box to find a company that provides a service or sells a product like yours. Think more generic to start, unless you have a product or service so unique that no one else has it, think in terms of your industry and what they provide.  Never think your brand name – Tony’s Toy Boutique – because unless they already do business with your or were referred to you they won’t know you exist, so using your company name or brand won’t do any good.  I know several really smart entrepreneurs that kept telling me they were on page one of Google and when I asked what keywords they used they told me “My name” or “My company name”.  That’s not really being on page one of Google unless everyone knows your name. So I went back to basics with them and created a Keyword Strategy.

Once you have the generic words start to refine them.

Think of three to five keywords that your customers might use. If you have trouble thinking of them ask your current or past customers how they found you and what terms they were using. When in doubt use original sources.  Also think about the core product or service that you provide.  Getting you to page one of Google is not necessarily difficult though it may be time consuming but it won’t just by virtue of being there increase you business.

Increasing your business comes from hitting the specific keywords that people who are buying use. That’s where the long tail keywords come into play.  A term or phrase that is more specific to  your exact product or service is generally a phrase used by potential buyers not lookers.  You also want to focus on keywords that are less competitive, meaning their are fewer companies using them in their SEO Keyword Strategy. A great tool for helping you find keywords and keyword phrases is the Google Keyword Tool.  Keep in mind the relevancy to your business. Click on the Google image below to see a good video on Keyword Tips.

Don’t shoot for perfection. Keyword strategies are a work in progress and you will always be testing and revising to find the most relevant and successful keywords.

Once you have a list of keywords (3 – 5) your are ready to build your website around them.  I don’t mean build a whole new site, I mean adding the keywords into your content so that the search engines will find them and rank you by them.  Your webmaster can do this for you once you have the keywords. You can have them inserted into your text with minor revision or you may want to have new content written to include them.  Either way it is a simple step but one you can’t take until your have your keyword list.

Local SEO Keyword Strategy

Not hard, not difficult, but time consuming.

If you are in a very competitive market and you are currently on page 99 of Google you need help.  While Local SEO isn’t the same as SEO for a big national brand it has all the same basic elements to it. And more often then not hiring professionals to get the job done is the best way to go.

Good luck and get after it. Let us know how your keyword search went and what your Keyword Strategy is going to be.