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Choosing your key phrases
This My Rent A Website post will show you how to choose good converting key phrases for your product or services.
As a small business or sole trader considering whether to have a website or if you already have a website but aren’t getting the enquiries you hoped for, the first thing you need to do is check your key phrases.
Your website should have a consistent theme across most of its pages and should be relevant to your key phrases. If you go to Google’s Keyword tool (see figure 1) you can type in some phrases related to your products or services. It might be an idea to add certain modifiers to your phrases if you are in a very competitive market. Modifiers can be a subset of your service, such as cosmetic dentistry instead of dentistry. You can also use your location, e.g. carpet cleaners in Stoke.
Figure 1: Google's Keyword Tool
Look through all the key phrases and choose ones relevant to you. Bear in mind the object of the exercise is to get clicks through to your website when people search for specific phrases. There is no point in targeting massively competitive phrases as the work required to get your website on page one simply won’t be worthwhile. Better still is to choose a less competitive key phrase that can get you to page one in a reasonable period of time. Once you are on page one then you can work on pushing your site towards the top of page one or even getting more than one listing on the page for your website. This way you are increasing your chances of a searcher going through to your website and calling you.
Don’t forget that searchers looking for your particular product or service are interested in what you have to offer. This is different from advertising in other media as the readership may or may not be interested in what you have to offer.