Businesses large and small typically are aware that bidding
on the right keywords is the key to a substantial ranking in Search Engine
Result Pages (SERPs) and in return, increased revenue. However, what are the
right keywords for your company and can you even afford them? SEMrush (with the help of Google) was able
to determine the top 100 most expensive keywords on Google, and 78% of them were all
in the “legal” category. So how can your small legal firm in Fort Lauderdale,
Florida rank at all? Since the price of a keyword mostly depends on how often
it is searched, if you are a small business owner it can be easier for you to
dominate a different variation of that keyword.
For example, one thing that Tandem Interactive focuses on
when it comes to keywords is LOCATION,
something that we call geo-targeted
keywords. A location specific keyword can target your area and allow you to
rank highly for your industry in your designated area. According to Google, 73%
of online activity is local content. When it comes to geo-targeting, it is best
to use long-tail geo-specific keywords
in order to rank for your precise location.
Some long-tail geo-specific keyword examples for businesses
in Florida are:
Hurricane Shutters Sunrise Florida
SAT Prep Class Boca Raton Florida
Pizza downtown Fort Lauderdale Florida
In order to rank for geo-targeted keywords you have to think
like a consumer. Thinking like a consumer is one of the best tactics you can
use for nearly any part of your SEO and PPC campaigns. If I live in Florida and
I am in downtown Fort Lauderdale after a night of partying and I want pizza, I
will most likely search in my phone for “pizza downtown Fort Lauderdale”.
Whatever the case may be, I am typically not searching for your company’s name.
Keep in mind that your website will also play a part in your
ranking in search results. If your company has a well-established website it
will organically rank better. If your website is new you can expect it to be
one of the very last results. “Pizza Fort Lauderdale” yields 12.4 million
results. So if you are a smaller and newer pizza restaurant and you are located
in the heart of downtown it is easier for you to rank for “pizza downtown Fort
Lauderdale Florida”, which yields less than 500,000 results instead. You want
your keyword to still be something that locals would search, but also specific
so that it is easier for you to rank in a category that yields less results.
Once you have searched Google to find which geo-targeted
long-tail keywords would be best for your company to rank for, Tandem
recommends that you keep an eye on your website’s analytics to see if your
geo-targeted words are increasing traffic. If your new keywords are increasing
traffic through your PPC campaign, find out where that traffic is coming from
and then focus more pages and blog content around those keywords to help your
organic rankings.
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