What are keywords and how do they help your rank in Google?

Back to basics – Keywords

Types of Keywords

Keywords are the specific words and phrases that people use to find your services in the search engines. These come in different shapes and sizes but are based on 3 different categories. To be totally honest, using a keyword is pointless… it should be key phrases, as you will need to use specific phrases that people ‘Google’ every month to ensure you get traffic to your website. Read below for further explanation on the different types or keywords and key phrases:


Head Keywords

These are the most competitive and normally vague keywords to use and are not usually beneficial for businesses looking to get people to search for specific services. An example of this would be “insurance” or “computer”. Now the problem with just having keywords of this nature is how vague and stupidly competitive they are – ‘computer’ for example, would bring people to your site ( if your site ranked for it) who wanted something to do with a computer. This could be a whole load of other things they could be searching for and most probably your website won’t provide them with what they want… not great if you want to bring specific people to your site who are looking for your services!


Body Keywords

You’re looking to be a bit more specific with body keywords and so will be be using 2-3 words. As I said at the start of the guide it is more of a phrase so people won’t search these as much as a head keyword but they are more specific to your services/products. This also means that your conversions for these keywords will be higher (good news!).Examples would be car insurance or cloud computer services etc. As you can see, more specific keywords are more likely to be in line with the services on your website. In a nutshell body keywords are easier to rank in Google for and will more likely bring people to your site that want your services.


Long Tail Keywords 

These are the least likely to be searched but will give you the best conversion rate. You can also include locations to target specific customers in specific areas. So a good example would be ‘IT support services London’. It’s obvious that that is going to be ‘Googled’ a lot less than just ‘computer’ but everybody who does will be in your area and looking for your services (if you provide IT support in London).


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Whats the Best Strategy?

The best strategy for your business will be to use a mixture of body and long tail keywords. Ensure you don’t make your landing pages look to spammy by filling it to the brim with too many of these and don’t forget to utilise long tail keywords to get specific searches that will bring in customers looking for the services you provide in your area.


Google Keyword Planner to Get You Started

Go to: https://adwords.google.com/KeywordPlanner – the first thing you will need to do is log in or create an account. After that, it will prompt you to start a new campaign. You don’t need to do this to use the basic keyword tool, scroll down the page until you get to the keyword planner. See the adjacent screenshot for an example.

As you can see from the results in the image, you can type in a number of different keyword phrases and see the popularity. Looking at the results, ‘IT Support Bristol’ is the most popular at 590 searches a month. Remember though that that will also mean it’s the hardest to rank for. Network support has only 10 searches and so will be easier to rank etc.

How to utilise the tools on your website

To utilise this tool the best thing to do is have a single page for each of your services and for each service try and get a mixture of body and long tail keywords based around your specific service and location. This should then get that landing page in the local searches and depending on how good your content is and the popularity of the keyword, ranking on probably the 2nd or 3rd page. After that you will need to perform some off site SEO to increase your rank further. Have a look at our other blogs or social media to see what else will help you rank online.