7 steps to keywords that work

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A finely tuned set of keywords will make your website work harder to increase online traffic and grow your business.

It’s not complicated. We do it with our clients all the time and with just a little input you can do it yourself.


There are plenty of free tools to help and here’s our bite-sized guide to getting started.

1. Start a spreadsheet

Brainstorm words and phrases that are relevant to your product or service offering – long and short – and note them down. Try free keyword suggestion tools like Ubersuggest for a different perspective. Don’t forget to add common misspellings.

Visit large websites with an autocomplete search field like amazon.com. Start typing, see what suggestions pop up and note them too.

2. Keep an eye on the competition

Find out what keywords your competitors are targeting and add them to your spreadsheet. I’d suggest using different tabs for each competitor (and for your own keyword suggestions) so that you can compare them quickly.

Check your freshly gathered words against your competitors' keywords. Is there an opportunity they are missing?

Services like Keyword Spy help you do just that.

3. Develop customer personas

This is about understanding your customers, not just an exercise in demographics. Compiling a persona or pen portrait for your customers is about creating empathy with real people; their motivations, pain points, attitudes and influences.

When we’re creating personas we use a simple one-page template and we’re happy to share it with you.

Download our Customer Persona Template.

Fill in the blanks by using knowledge you already have. Talk to your team, your customers and prospective customers. Go where your customers are talking online too: forums, communities and social media. Note what keywords and language they’re using.

Aim to create between 4 and 6 pen portraits – you may have more but this is a manageable starting point.

Next, review your keywords with these personas in mind.

4. Prioritise

The next step is to identify your most important keywords.

Tools like Google’s Keyword Planner enable you to upload your data (via .csv) and find out how many searches are conducted for each term, how competitive they are and what they would cost if you were planning to run a pay per click campaign.

Keep this data in your spreadsheet then remove the words and phrases which are too competitive, expensive or which would get you more visitors but which aren’t relevant. I’d suggest keeping those you do remove on a separate tab for reference.

5. Develop a content plan

Search engines like regular fresh content. Develop a content strategy and calendar so that you have a plan to work from. Upload a news story each week for example, or write a monthly blog. The plan should link to your broader cross-channel marketing aims.

6. Place your keywords

Integrate your keywords with your content plan. Write relevant keywords into blogs, page tags, page titles, headings, links and in your general copy.

Don’t forget to label your website images and video files with descriptions that include relevant keywords too.

7. Review, refine, refresh

How will you know it’s working? Monitor performance with tools like Google Analytics. Have visitor numbers gone up? Where are they entering and leaving the site? Keeping track means you can make continual improvements.

Having a defined, well-researched set of keywords and using those in your website and online marketing (paid for or not) makes it easier to reach a wider audience online who will be more ready to buy.

Our clients - SMEs to national organisations – see this every day that we work with them.

We are always here to help and love a good chat, especially if it’s going to help you get your business where you want it to be.

Drop us a line 01225 892574 or email hello@roseisland.co.uk

5 Winning Methods to Attract Customers to Your Website!

Are you looking for new visitors and leads for your business? – Then here are 5 of the top winning ‘must haves’ that you can implement straight away to start getting results and grow your business with success:

1.     Create or update and refresh your website

2.     Use a blog to establish your expertise in your market place.

3.     Give away great content to your visitors

4.     Optimize your website content for search engines to find you straight away

5.     Have clear and informative ‘call to actions’ buttons. 

We recently launched our new website and of course were looking to increase the number of visitors and customers. I thought I’d share some of the fundamental things you should be doing to help your businesses succeed too!

 1.     Create or update and refresh your website!

How dated is your current website? Have you had your website since the dawn of the internet? Or have you updated it but were never REALLY pleased with the results? So why would your customer be? It’s an obvious one, but we need to make our websites work harder and smarter for us more than ever before!

Are your competitors rebranding and attracting your customers away from you? You may excel at the work you do and you may know you are offering more than your competitor, but is this truly reflected in your website? Come on, you have worked hard to get to where you are, now show it!

Is it comfortable for your customer to use? Sit your friends and neighbours down, watch them maneuver your site and record their feedback. There will be surprising results compared with how you use it daily!

Is the content readable and responsive to work on mobile devices or do they have to pinch the screen to read it? This is notoriously frustrating with customers and they will quickly lose interest and go to your competitor who has likely to have already achieved this!

2.     Use a blog to establish your expertise in your market place

Have you got a blog?

Are your headlines irresistible?

Is your content focused on your audience?

Have you considered interviewing industry thought leaders and inviting them to blog?

Always work to interest, inform and delight your customers in order to empower them!

Are you linking out to your sources and other relevant sources of information that will be of use to your customers? Building trust and having links from other respected sites linking to your site (or from your site linking to their content) increases your websites ranking and authority with the search engines, which in turn increases your websites reach to other new potential customers!

3.     Give away great content to your visitors!

“Give away?” I hear you say!  YES! If you give away something of value – for free then you start to build up a relationship with your potential customers. This could be by creating an ebook, whitepaper or report on a topic of interest to your customer. It could be communicating some interesting survey results or producing an exciting info-graphic showing relevant industry stats or facts in an engaging way. Or providing presentations or useful tools your customers may need to help solve their dilemmas. You’ll find that people will happily trade their email address in exchange for your great, interesting and free content! This is essential for building up a relationship with your customers over time and to be able to start a direct conversation with them via email.

4.     Optimise your website content for search engines to find you straight away!

Make sure that you use relevant keywords in your pages. To find the right keywords, you first need to understand who your customers are, what their work issues and problems are and then you can tailor your website content, blog posts and social media updates around how your product or service could help them. Make sure that the keywords that they might be searching for are covered off in your website and blog pages and the content is tailored towards solving their particular problem.

Once you have your list of keywords, a pay-per-click advertising campaign is a great way to get immediate traffic to your site. It reviews which keywords are working so that you can improve your site content and help the search engines too. Google Adwords, Microsoft Bing Ads (who cover Yahoo adverts as well) are both great places to start. Use these links to get you started.

5.     Have clear and informative call to actions buttons.

When a visitor comes to your site, put yourself in their shoes, is it clear and easy for them to leave their details for you or your sales team to follow up with them to help? It’s so important to let people know what you want them to do, for example ‘Sign up for our newsletter here’ or ‘Download our ebook’. Making sure these sign up buttons are clear and really stand out on the page. Put them in boxes in the page design or within their own column on the page to help them stand out even more.

Provided you have a great content offer, getting people in your target audience to sign up will follow! Once you’ve captured their contact information, then you can nurture them and build up trust with emails over time, so that some will either recommend you or even better, buy from you when the time is right for them. 

If you have any queries and would like some help with creating a new brand or website and promoting your product or service, this is what we LOVE to do! So contact us via the form on our website or email: hello@roseisland.co.uk