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Top tips for keyword research in SEO campaigns

As any good digital marketing agency in Brisbane will tell you, keyword research is an essential component of any successful Search Engine Optimisation (SEO) campaign. Regularly adding new content to your website that is rich with relevant keywords helps to increase your rankings in the search engines, which in turn – increases traffic, sales and profits. The problem is in finding the right keywords to drive relevant traffic to your website.

The more experienced and reputable web design companies in Brisbane will usually develop websites which are designed to rank as well as possible in search engines such as Google. However, websites aren’t a “set and forget” item; they require ongoing investments of time and money to make sure they’re generating new business for you. And this is where SEO comes in.

One of the most important elements of SEO is adding and improving your website content, which means you need to continually revisit your SEO strategy as well. Unfortunately, many business owners don’t have the time to learn how to optimise their content and they miss out on a significant amount of traffic.

If this scenario seems familiar to you, then it might be a good idea to engage a company like ours which specialises in SEO to oversee this part of your marketing.

Our SEO services are tailored to each client, however we do follow a general process to ensure our clients get value for money. Part of that is to identify the top keywords (phrases that potential customers search for in Google) which can generate a return on your website and SEO service investments.

Here are some of our main strategies in keyword research:

  • Monthly search volume: Aim for a good number of monthly searches per keyword. Less than 100 searches per month is not really good enough; instead you want searches in the multiple hundreds or thousands each month. If a website maintenance company tells you that they can help your website rank well for keywords with high search volumes, just be sure that the keywords are relevant to your business.
  • Competition: Low to medium competition is generally best for a small business (though targeting some with higher competition can certainly help, too). Keywords with a high search volume and low competition are ideal, but these gems don’t come around often. Instead, you would usually look for low to medium competition with a good search volume. Occasionally, you can use highly competitive keywords, but they will take much longer to rank and it might never happen… but SEO is a long game, so sometimes it’s worth that investment.
  • Long tail keywords: Some of the “long tail” keywords (i.e. phrases with at least 4 or 5 words) don’t have large search volumes, but they are also low competition and will usually bring in highly targeted and motivated buyers. Sprinkling a variety of long tailed keywords throughout your content can often significantly increase your traffic and your profits. Your digital marketing agency in Brisbane can help you to locate these long tail keywords, which can quite often help you to beat out the competition.
  • Focus keywords: Select one focus keyword for each piece of content. This is a keyword which is the core theme or content of the page, so you want to try to build pages with one focus keyword in mind first. Then, pepper your writing with long tail keywords and other variations of the focus keyword. This strategy ensures that search engines can easily identify the topic of your content, so that when consumers search in Google, your content is automatically matched and (hopefully) shown on the first page.

If the very thought of SEO is overwhelming, why not chat to GO Creative? We’re one of the premier local digital marketing agencies in Brisbane, and can tailor an SEO package to your goals and budget.

SEO or PPC: Which is right for your business?

As a successful digital marketing agency Brisbane, we’re often asked about the best marketing options. In particular, two services which seem to be in competition more than others are search engine optimisation (SEO) and Google AdWords (pay per click / PPC).

Our answer is that it certainly comes down to the individual circumstances, goals, and budget of the business, however in our experience, SEO is often the best option overall for smaller budgets. If the business needs more immediate results or has a larger budget, then AdWords is well suited.

The best approach is often to use both strategies, but that might not suit some small businesses. Your best strategy is to discuss your needs with your web design company, because reputable web developers will built various features into your website which helps with SEO, so you may already be well placed to achieve good results relatively quickly with an SEO service.

Pros and cons of SEO

SEO is an essential part of small business web design, helping to increase traffic and rankings in Google and other search engines, and increasing brand awareness. As recognition of your brand increases in the community, searchers begin to trust your brand, returning to purchase your services or products, and recommending your brand to their friends, relatives, and social sphere.

Often the return on investment is better in the long term than it is with PPC, simply because with a good SEO and web design company running things for you, you can continue to grow traffic from the search engines for years. With PPC, if you pause your ads, they’re gone from search results completely. Also keep in mind that people tend to click on organic results in Google more often than they do on the ads.

On the downside, SEO is not usually a fast way to increase traffic and you will need to continually publish content that optimises your keywords, so that your website remains visible in search engines.

Pros and cons of PPC

For the vast majority of searches, PPC ads dominate the top half of the page, placing your brand in the best position for increased traffic and sales. Depending on how your website was set up, you may have more control over the content of these ads than you do with SEO, and you can use product listings with images to ramp up the searcher’s interest and increase your brand’s visibility. If you decide to use PPC ads, it’s best to consult your local digital marketing agency to design a workable strategy for your business, ensuring that you don’t waste your money due to lack of expertise with these ads.

Like SEO, pay per click advertising does require an ongoing budget, but your results are usually seen within days or weeks, rather than several months with SEO. Your digital marketing agency in Brisbane can also experiment a little more with PPC ads, by creating multiple variations of a single ad, and working out which versions perform the best.

Pay per click ads are rarely affected by changes to Google’s ranking systems/algorithms, but on the downside, PPC is usually more expensive than SEO by a factor of 2 or 3.

Summary

If you have a tight budget and are not sure whether SEO or PPC ads will give you the best return on your investment, chat to your local digital marketing agency and ask them for their advice.