1. Create a list of 3-5 keywords relevant to your business.
Think like you’re using the brain of someone searching for your product with a
search engine. For small- and medium-sized businesses, your keywords are not
your brand name. Instead, think of words and short phrases that get to the core of
what your product or service is about.
2. Choose keywords based on difficulty and relevance.
The keywords you choose should be
based on difficulty and relevance.
Some very general words such as
“marketing” or “business” are very
competitive, making it harder to rank
well for them in search engine
results. If you are a small- or
medium-sized business, you
probably want to choose less
competitive keywords, more specifically related to your business (these are
commonly referred to as long tail keywords). The greater the volume of searches
on a keyword, the more competitive it is. There are a number of different tools
you can use to determine the competitiveness of a specific keyword as well as
suggest and help you brainstorm new keyword ideas.
Another important factor for picking keywords is their relevance to your business.
While some obscure terms might be easy to rank for, they might not be relevant
to your business.
You should find a balance between relevance and difficulty. Choose about 5
keywords that match your business well.
3. Design and optimize your website around your keywords.
Now that you’ve chosen your keywords, you should incorporate them into your
website. We will talk more about this in the upcoming section on website
optimization (Step Two).
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