Search engine marketing (or SEO marketing), helps you optimize your web site so it ends up in as many pertinent web searches as possible. This helps you increase your sales by getting more qualified visitors and thus more conversions. To that end, we all have to find priority keywords to use in our websites. These are the industry keywords you know people are doing searches on and that you want to use to attract them to your site. But how to make sure your keywords are relevant?
If you have an Adwords account, here’s a trick you can use: In google search, type in Google Keyword Planner. It will take you to the “Tools” section of your Adwords account, specifically the keyword planning tool. The default tab you see is called “Ad group ideas”. Click on the other tab called Keyword ideas (my example is in French but you get the idea).
You’ll get a dialogue box at the top called “Your product or service”. Type in the search terms you want to talk about. You’ll see the monthly searches on your terms and other similar terms on the subject. You’ll also see an indication of the competition level on each term (low, medium, high).
Up to you to choose the terms you want to use in your content. Keep in mind that if the number of searches is really high (like in the 100 thousands), It will be hard for you to end up on the first page of searches. Likewise if the results state that competition is “high”.
You can also get a better idea how well you can compete on those search terms by comparing your domain authority with the domain authority of the sites that end up in Google search results. To do so, you can download a free domain authority measuring tool such as Moz. Domain authority is measured on a scale from 0 to 100. Search the same terms outside the Adwords tool. If the sites in the search results have a Domain Authority score of 40 while your site is at 20, try to use another term.
What makes the Adwords tool particularly interesting is that it allows you to compare the terms you’ve chosen with the actual search results from Google. Are your terms even relevant? It is possible some of them don’t even end up in your results (This has happened to me a few times). This allows you to adjust to what is going on in your industry.
Of course, you can’t keep changing your web site every week to allow for trending keywords otherwise you’d go crazy. This is why having a blog can help you attract more searches. It allows you to put out fresh content that tackles the subjects (and search terms) that people are interested in at that moment. Then, from your blog post they can disembark into your web site, become visitors, and hopefully, prospects.