White Shark Media: Keywords are Key to Effective SEO


In a recent blog post, the search marketing firm White Shark Media explains how to find the keywords to target on your website and how to optimize them on each web page.

It does not do a business any good to rank highly for irrelevant keywords or keywords which do not have enough search volume to make the effort worthwhile.

They suggest using three different pieces of keyword software: Ubersuggest, WordStream and the Google Explore Trends tool. With Google Trends, results are broken down and displayed based on time, regional interest and related searches.

But start off with the most obvious, relevant, broad keyword term that describes your service or business. If you’re a plumber, use “plumber” or “plumbing.” If you sell homemade candles, put in “candles.”

Look at some of the search engine results. Think about the keywords. Put yourself in the mind of the persons putting those keywords into Google. What do they want?

Typically, keywords fall into two categories: informational and buyer intent.

For example, if someone searches for “how to become a plumber” they want information about becoming a plumber themself. They do not need to hire a plumber. Therefore, that’s a good example of a keyword phrase a plumber should not put on their website.

But if someone types “best plumber Raleigh North Carolina” they probably want to hire a plumber. Every plumber in Raleigh North Carolina should be trying to rank highly for that phrase.

“Candles in the Middle Ages” indicates a request for information. “Lavender smelling candles,” however, would be a good phrase for a company that makes such candles.

Take the buyer intent keywords and turn them into titles and headlines for articles to go on your website. Examples:

* How to Find the Best Plumber in Akron Ohio

* Why the best candles are beeswax

Use synonyms and variations on the web page. Google knows words that are connected to each other.

According to White Shark Media, effective keyword target is about search queries, not keywords. That is, the exact order of words is not important, but the words and their variants and synonyms and related terms.

Google has processed trillions of search complaints since they started. They are very sophisticated at understanding what a searcher is looking for. It’s much harder to fool them than it used to be. White Shark Media starts off the post by sharing a website listing that is stuffed with keywords the way sites used to do that, and it is embarrassingly spammy looking.

White Shark Media Review began helping webmasters optimize their Google AdWords pay per click campaigns. They are a Google AdWords Premier SMB Partner. They also help businesses with Bing ads and eCommerce PPC ads.

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