Why Keywords are the Foundation of Search Engine Optimisation

I'm relishing bars and i'm joined by jeff quick today jeff is the founder and CEO CEO of search engine people calm certain people calm is the Canada's largest search engine optimization and social media marketing agency hi Jeff how you doing today I'm great thanks Raina how are you I'm very good thank you so much for taking time for this video call well thanks for including me much appreciated in our last video you mentioned that keywords are the foundation of SEO strategy could you please explain bit more on this absolutely when I sit at keywords are the foundation of SEO strategy I mean exactly that when you build a house you want to build it on a solid foundation and same with building a search marketing campaign whether it be paid search or organic search you want to make sure the keywords that you choose our keywords that will convert for you or at least will accomplish your goals and I say that because there are an infinite number of ways that people can search for your business and in fact Google itself that said every month twenty-five percent of the search queries they see have never been seen before so you want to make sure that the search queries that you're optimizing your site for our keywords that will bring in business for you or at least help you achieve your goals and that's why if you choose the wrong keywords and they don't help you accomplish your goals for example if you're a retailer if they don't help you sell then then basically you built your entire search marketing campaign on a weak foundation it can't and won't accomplish the goals that you've set for it so all that to say keywords are the foundation you've got to properly choose your keywords to begin with then will you be this guy but um we often use buying keyword a buying keyword absolutely basically anybody in the in who's come from a sales background knows that when they're talking to potential clients there are certain buying signals that clients give off an example would be you know if you're taught if you're selling let's say a stereo or stereo equipment a television electronic equipment of some sort if somebody says does this television come in red and at that point that's an indication that they're very very interested in that television and generally it means you know as a sales person you would go for the clothes the same thing goes with search it's what's really interesting about the search terms that people use is that it tells a great deal but where they are in the buying process so if somebody says uh you know purchase television in Toronto well then they're very late in the buying process then basically they've given you a binding signal that they are looking to buy and that's really what we mean by a buying keyword one that's going to convert in the very near future and gives you a definite possibility of having them convert in this visit itself excellent example you get in yet what are the long tail keywords and why we should use long than long tail keywords long tail keywords are essentially if we break down keyword groupings into two different types their head keywords and long tail keywords head keywords or those keywords that are requested very very frequently so they have high search volumes and typically with high search volume key words they're more generic in nature so shoes for example cars very very generic in nature at the head keyword terms so they requested a great deal long term keywords are long strings keywords so maybe five six seven words within the keyword stream but what that means and so the long tail keywords are keywords that are requested very infrequently but because they're very long keywords because they're very specific people are typically much later in the buying process than they are with head keyword terms for that reason you want to try in a rank for those keywords because people are later in the buying process people who find you as a result of long tail keywords are more likely to purchase bit in the very near future and that's one of the reasons why you want to try and rank for as many long-term keywords as possible when weeks police a long parakeet words can you or just give it a like an idea what are the minimum number of words we should be considering when selecting long tail keywords and three four or five what are the best minimum numbers of words to constitute a long term long tail keyword you mean yeah I would typically say probably three keywords would be weird being a minimum for a long tail keyword often it's a lot more than that it may be six seven eight words in a term and what we're seeing over time is people get better at searching we are starting to look for longer tail keywords then sure to fill keywords so rather than type in shoes now we're all conditioned to understand intuitively that fun searching for shoes won't necessarily give us what we're looking for we need to type in shoe stores Toronto or Nike shoe stores Toronto so we need to be more specific in how we search yeah I think this is how the customer can save time they're searching for the more specific you are you yes yes what other main the main points you should consider when doing your key where he says well there are really four different things that we look for when choosing keywords the first is search volume so it doesn't matter if you rank for a keyword if nobody searches for that keyword so you want to meet you want to look at the search volumes and make sure that there's ample search volume to justify trying to rank for it if you're going to put a concerted effort into it you don't necessarily want to make it a long tail keyword you want to make it a more of a head keyword really the second is competitiveness how competitive is the term that you want to go after so is it is it you know are you a small moment pop operation and you're up against the likes of publicly funded companies in which case you're going to have a really difficult time because you don't have the financial wherewithal to compete with them third is the relevancy how relevant is that keyword to your business so if you are florist what good would it do you if you rank for the term plumber you want to make sure that it's related to your business in some way shape or form I nearly forest and then whatever city you're in and last stage of the buying cycle so one of the interesting things about keywords is they say a great deal about where the searcher is in the buying cycle again a very if they use a very generic keyword florist plumber they're very very early in the buying cycle if they use a more specific keyword term or then typically there later in the bike cycle an example would be emergency plumber toronto stony types an emergency plumber guess what they have a problem they need a solution right away and much later in the buying cycle so those are the four things that we look for in terms of choosing keywords properly I see that you might have lots of blow my customers you give you use blue murder really really up to date them it lends itself well to this kind of explanation yes yeah things like the excellent example and the last question a how important is that to have your main keyword in your domain name it's important it's not crucial to have your main connect your main keywords in your domain name if you can do that it will absolutely help you rank I can't give you a percentage because I don't really know but it would definitely save you a lot of effort in terms of you would have to build fewer links to get the same results if you have the keywords that you want to rank for in your domain name can you give an example of this ah yeah one of the examples that I've used quite a lot recently is if you look for ship dentists Chicago you'll see that two of the sites that rank there for dentists Chicago actually have the domains dentist Chicago and they're not quite as powerful in terms of their link profiles but just by lure the fact that they've got dentist Chicago in the domain names it's given them a real boost in their ability to rank for that term within obviously google com yeah excellent we can folks find you more and connected with you did they can find any more at a blog at search engine people calm / blog or they can find me on twitter @ j quick q UI P P as in Peter they can also find me on LinkedIn just Jeff quit those are the most frequent places to find me thank you so much fxp play it to have you in a game thank you Reina was a lot of fun once again