The 60 second overview:

  • It’s easy to appear near the top of the search results for a search term, but you want to ensure you appear near the top (“rank”) for search terms that are popular.
  • How do you find out which terms are popular?
  • The easiest way to do this is using the Google Keyword Planner
  • Enter your product or service and the web page you want to appear in the search results for these searches and Google will give you a list of relevant search terms and how much traffic you can expect from them.
  • To narrow the focus down, you can filter by location (i.e. London, Essex and Kent).
  • However, there is a balance between getting the most traffic and what is achievable.
  • If you try to rank for a very competitive term (such as Car Insurance) and don’t have a strong website then you’ll appear so far down the results that you’ll never be seen.
  • In that case, you may want to try to rank for more “long-tail keywords” by adding extra words.
  • So instead of “Car Insurance” you may want to try ranking for “Young Person Car Insurance” or “Cheap Car Insurance” etc.
  • Equally, if you’re a photographer, you may want to add your location. So instead of ranking for “Photographer” you may want to rank for “Photographer in Lincoln”.
  • Using the Google Keyword Tool helps you explore what’s possible.
  • You may want to test the effectiveness of the keywords by trying it with Google Adwords first.

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