What Are Keywords?
When talking about keywords, it is best to have a subject in mind as an example so you can follow the thinking and logic. So for this piece of training, we will assume we are talking about a plumber who’s business is based in Cardiff, UK.
Keywords are specific words or phrases that people type into search engines when looking for information, services, or products online. For a plumber in Cardiff, these might include terms like “emergency plumber Cardiff,” “boiler repair Cardiff,” or “local plumber near me.” Keywords are the backbone of search engine optimization (SEO) and digital marketing because they help search engines match a user’s query with relevant content on your website.
Using the right keywords ensures that your website appears in front of the right audience—people actively searching for plumbing services in Cardiff.
Why Keywords Are Important for Your Business
- Visibility: The right keywords help your website rank higher on search engine results pages (SERPs), making it easier for potential customers to find you.
- Relevance: Using location-specific and service-specific keywords ensures that your website is aligned with your target audience.
- Competition: Understanding what keywords competitors are targeting helps you position your business effectively.
- Conversions: Well-targeted keywords drive qualified traffic, increasing the likelihood of turning visitors into customers.
How to Choose Appropriate Keywords
Choosing effective keywords requires research and strategy. Here’s how you can do it:
1. Start with Brainstorming
Think about the services you offer and the words or phrases your customers might use to find you. For instance:
- Plumbing services in Cardiff
- Emergency plumber Cardiff 24/7
- Boiler installation Cardiff
- Pipe leak repair Cardiff
Add any specific services or unique selling points (e.g., free quotes or same-day service).
2. Use Keyword Research Tools
To refine your ideas and discover additional keywords, use these tools:
- Google Keyword Planner: Free and highly effective for identifying search volumes, competition, and related terms.
- Ahrefs or SEMrush: Paid tools that provide detailed insights into keyword trends, competition, and rankings.
- Ubersuggest: A cost-effective alternative for identifying keyword opportunities.
Look for keywords with:
- High search volume: Indicates demand.
- Low to medium competition: Easier to rank for.
- Local intent: Keywords including “Cardiff” or “near me” show users are looking for nearby services.
3. Include Long-Tail Keywords
Long-tail keywords are longer and more specific phrases like “affordable boiler repair Cardiff” or “plumbing services for new homes in Cardiff.” These have lower competition and higher conversion rates because they match specific user intent.
How to Assess Keyword Competition
Keyword competition determines how hard it is to rank for a given keyword. Here’s how to assess it:
1. Check Competition Metrics in Tools
Most keyword research tools show competition scores. For instance:
- Google Keyword Planner uses “low,” “medium,” or “high.”
- Ahrefs and SEMrush display numerical scores based on competitiveness.
2. Analyze SERPs
Manually search for your chosen keywords in Google. Look at:
- The type of content ranking: Are they large companies, local businesses, or directories like Yelp?
- Page quality: Does the content provide detailed, helpful answers?
- Domain authority: Websites with strong backlinks and established reputations are harder to outrank.
3. Spy on Competitors
Tools like SEMrush allow you to analyze competitors’ rankings and see what keywords they’re targeting. This provides inspiration and reveals gaps in their strategy.
How to Optimize Your Website for Keywords
Once you’ve chosen your keywords, the next step is to integrate them into your website effectively.
1. Optimize Page Titles and Meta Descriptions
Include your primary keyword in:
- Page Titles: E.g., “Emergency Plumber Cardiff | 24/7 Plumbing Services.”
- Meta Descriptions: Provide a brief, engaging summary using keywords: “Need a reliable plumber in Cardiff? We offer fast, affordable services for all your plumbing needs.”
2. Use Keywords in Content
Write content that naturally incorporates your keywords. Focus on:
- Headings and Subheadings: E.g., “Why Choose Our Boiler Repair Services in Cardiff?”
- Body Text: Avoid keyword stuffing; use variations like “emergency plumbing in Cardiff.”
- Alt Text for Images: Describe images with keywords, e.g., “leaking pipe repair by Cardiff plumber.”
3. Create Location-Specific Pages
If you serve multiple areas around Cardiff, create individual pages targeting each location. For example:
- “Plumber in Pontcanna“
- “Plumber in Roath“
4. Use Internal Linking
Link between related pages using anchor text with keywords. For example:
- “Learn more about our [boiler repair services in Cardiff].”
Creating Content That Ranks
Search engines prioritize content that meets user needs. Focus on:
- Answering Customer Questions: Write blog posts or FAQs like “What to Do During a Plumbing Emergency in Cardiff.”
- Educational Content: Guides such as “5 Signs You Need a New Boiler.”
- Service-Specific Pages: E.g., “Emergency Plumber Cardiff” or “Drain Cleaning in Cardiff.”
Incorporate keywords naturally while ensuring content is helpful and engaging.
Monitoring Effectiveness of Keywords
It’s essential to track how well your keywords are performing. Here’s how:
1. Track Your Rankings
Use tools like:
- Google Search Console: Monitors keywords bringing traffic to your site.
- Ahrefs or SEMrush: Tracks keyword rankings over time and compares them with competitors.
- SERPWatcher (Mangools): Focused on rank tracking.
2. Measure Website Traffic
Use Google Analytics to analyze:
- Organic traffic growth.
- Which pages and keywords are driving traffic.
3. Monitor Conversion Rates
Use tools like Google Analytics Goals or Hotjar to see how visitors interact with your site. High traffic with low conversions may indicate poor keyword alignment.
4. Adjust Strategy Based on Performance
If a keyword isn’t performing:
- Adjust the content or optimize it further.
- Focus on alternative, less competitive keywords.
Tools to Simplify Your Keyword Strategy
Here are some tools to consider:
- Google Keyword Planner: Best for basic research and volume data.
- Ahrefs: Comprehensive but premium-priced; great for in-depth analysis.
- SEMrush: Excellent all-rounder for tracking, research, and competitor analysis.
- Google Trends: Understand seasonality or local popularity of keywords.
- Moz Pro: Great for smaller budgets and intuitive use.
A Step-by-Step Keyword Strategy for Your Plumbing Business
Step 1: Research
- Brainstorm services you offer and customer pain points.
- Use tools like Google Keyword Planner to discover high-potential keywords.
- Identify 10-20 keywords, focusing on a mix of high-volume and long-tail keywords.
Step 2: Optimize
- Integrate keywords into titles, meta descriptions, headers, and body content.
- Write service-specific pages targeting individual keywords.
- Create a blog for educational content targeting broader, related terms.
Step 3: Track and Monitor
- Use Google Search Console and Analytics to track organic performance.
- Regularly check rankings using SERP tracking tools like Ahrefs or Mangools.
- Adjust your strategy based on data, focusing on what works best.
Step 4: Build Authority
- Gain backlinks from local directories (e.g., Yelp or Checkatrade).
- Encourage customer reviews on Google My Business.
- Stay active on social media to increase your website’s visibility.
Step 5: Regularly Update Keywords
- Revisit keyword research every 3-6 months.
- Analyze competitors for any new keyword opportunities.
- Adapt to seasonal trends (e.g., “frozen pipe repair Cardiff” in winter).
By understanding and implementing a strategic approach to keywords, you can increase your online visibility, attract more local customers, and this plumbing business could grow and attract more customers. Use tools for research, tracking, and optimization to refine your strategy over time.
As an experiment I’ve written a basic blog post called What to do during a plumbing emergency in Cardiff. You can follow the link to read it. You will see it is optimized for that keyword so hopefully it will start to rank in the SERPS for that search, “What to do during a plumbing emergency in Cardiff”.