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How to Identify the Best Keyword Phrases for Your Business

So, you've decided to invest in working with an SEO Agency Cleveland OH to improve your website's ranking in the search engines.

Congratulations! You’ve made a strategic move that can change the trajectory of your business.

Unlike many projects where business owners can jump in and get to work, SEO is slightly different. It’s among the rare cases where having a professional SEO Agency Cleveland OH, in your corner provides a significant advantage over your competitor who goes it alone.

Where Does Search Engine Optimization Begin?

Optimizing a website for search engines can begin before the site gets built! The first step is identifying the correct keyword phrases that potential customers might use to find your products or services.

For instance, if you operate a women’s clothing boutique in Cleveland, someone searching for a “women’s clothing store near me” or “Cleveland women’s fashion” is likely looking to buy clothes. So these would be good keyword phrases to target.

Alternatively, someone searching for “how to open a women’s clothing store” has an entirely different search intent. So, while targeting search traffic for the phrase “how to open a women’s clothing store” would get traffic to your site, it probably won’t pan out as a lucrative keyword phrase because the searcher is not looking to buy clothes. Instead, they are looking for information about how to open a clothing store.

Close, But No Cigar!

As described above, there can be a fine line between a relevant keyword phrase that will result in a sale and one that won’t. Consider the following two examples:

Example 1 – “Cleveland SEO company” This keyword phrase is relevant to what we do and would likely bring us traffic that is more likely to convert into a sale or lead because the search is highly focused.

Example 2 – “SEO tips” This keyword phrase is relevant to what we do but is much more general. Traffic coming from this keyword phrase would likely be looking for free information and not be ready to purchase SEO services.

The takeaway is that when you identify potential keyword phrases to target, you must consider the searcher’s intent.

What Is the Searcher's Intent?

When searchers enter a query into a search engine, they want to fulfill a need. That need could be to find information, purchase a product, or learn how to do something. Therefore, searchers will use different keyword phrases depending on their needs.

In the digital marketing industry, we often talk about searcher intent in terms of the following categories:

Navigational – A navigational search is when someone is looking for a specific website or web page. For example, they may type in “Blue Noda” to find our website. Then, they may click on a link to visit and learn more about our services.

Informational – The searcher is looking for information about a topic. They may want to learn how to do something, read an article, or learn more about a subject. For example, someone searching for “SEO tips” is likely looking for blog articles, whitepapers, or other free content about SEO.

Transactional – Transactional searches are when a searcher wants to purchase a product or service. They may be ready to buy, comparing prices, or looking for coupons or promo codes. For example, someone searching for “Best SEO Agency Cleveland OH” is likely further along in the buyer’s journey and may be ready to take the following steps with a company.

The searcher’s intent will dictate the type of keyword phrases they use. Therefore, it’s essential to consider searcher intent when selecting keyword phrases because it will determine whether or not the traffic you get from a particular keyword phrase is likely to convert into a sale or lead.

An Optimized Website Is The Gateway To More Traffic & Sales

As you can see, understanding and correctly using keyword phrases is essential to getting traffic from search engines. But once you get searchers to your website, you need an optimized website that will guide them towards becoming a customer or clients.

An optimized website will have well-written, keyword-rich content relevant to the searchers’ query that answers questions and serves as a resource.

In addition, the website should make it easy for visitors to take the next step, whether submitting a contact form, signing up for a newsletter, or making a purchase.

Creating clear calls-to-action (CTAs) and having a well-designed website is essential to turning searchers into leads and customers. In addition, the clearer the click paths, the more likely a searcher will take the following steps in your conversion funnel.

SEO Is An Ongoing Process

Search engine optimization isn’t a one-time task. Instead, it’s an ongoing process that should be part of your overall marketing strategy. Your company grows and evolves as the digital landscape changes, and so should your SEO efforts.

To ensure your website can continue to rank well in search engines, you must update your content regularly and add new pages, blog posts, and other relevant information.

When managing an eCommerce site, you should optimize your product pages, descriptions, and other information up-to-date, as these are the valuable conversion assets on your website. Use the description field to implement longtail keyword phrases to optimize each product page further.

Additionally, it is helpful to keep a watchful eye on your competition and see what they’re doing to rank well in search engines. For example, if you know that they’re using a particular keyword phrase or ranking for a specific term for a similar product or service, you may consider targeting that phrase.

If you’re unsure where to start or could use some help with your website’s optimization, contact Blue Noda. As a leading SEO Agency Cleveland OH, we serve clients in Northeast Ohio and beyond. 

Our skilled and knowledgeable team can help you improve your website’s ranking in search results to attract more searchers to your site. Are you interested in a free consultation?

Contact us today to begin the conversation.

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