One of the most important tasks for search engine optimizers and small business owners who want to rank well in the search engines for their landing pages is to make sure that those landing pages match the proper keywords. It’s not difficult, but it is a specific task that requires a specific set of skills.
The first step is to conduct effective keyword research.
That requires the right set of tools, but it also requires the right mindset. In order to perform good keyword research, you have to know who your target audience is, what it is they are looking for, and how your competition is providing that service or product. Without knowing how searchers find information online, you’ll never figure out how to find the right keyword for your landing pages.
Here’s an important thing to consider: What would searchers type into Google to find your business or a business like yours?
Answer that question and most of the keyword research is done for you.
After finding the right keywords, you need to match them with the right landing pages. For a service business, your goal is to determine what people would search for to find the specific page that sells a particular service. Narrow that down and you have your keyword. There might be more than one keyword that could lead searchers to a particular landing page. In that case, you’ll have to decide either
- to optimize the page for one of those keywords
- or to use one keyword as the primary keyword and the others as secondary and tertiary keywords for your landing page
You’ll also have to decide whether you want multiple landing pages targeting different keywords that might sell the same or similar services.
Keyword research is not difficult, but it can be time consuming to do it right. In the end, your goal is to match your most effective keywords with the right landing pages and increase your conversions.