In the world of Online Marketing, Relevence is the Key. There is no point marketing a product name that no one searches for or has never even heard of.
Keywords refer to the words that people type in to search for your service. For us ‘Printing’ or ‘Business cards’ would be a keyword, although because they are the most popular, it makes it very difficult to compete for those keywords and get to the ever elusive top spot in Google. Many businesses, when starting out online, will say ‘yeah I know what my keywords are’ and then recite what they think people will search for. But when you actually do the research, many opinions change. Keyword research, when combined with the other forms of research, will really paint a clear picture for your marketing and help you structure your website correctly from the start.
How to do Keyword research?
- Use any keyword tool provided online. https://adwords.google.com/select/KeywordToolExternal is a popular free tool
- Select the country you wish the search to be relevent to, if you are just offering services in Australia, select Australia
- Enter the keyword the you believe is relevent to your business
- Hit search and Google will list the approximate search volumes for that term and other similar terms per month
- Make a spread sheet of the Keyword you selected & the search volumes per month
- Complete Online competition analysis from Keywords you have researched
- The compeition analysis will give you a good idea of the Keywords you should be targeting
How does Keyword research help with my printing?
After completing your keyword research and competition analysis you will have a much more defined idea of your target market or ‘niche’ and what they are looking for. Your job is then to provide what they are looking for and attract them through your google ads, postcard marketing and direct mail.
Let’s use our company as another example. If I do my research and I find out that 3000 people per month are searching for "small business printing bowen hills", I can take that information, do a postcard drop in the bowen hills suburb, market our company as the Bowen hills small business printing specialists and I will have a far greater chance of a higher response rate then if I just went in with what I thought people where looking for. After doing your market research you are basing your expenditure on fact and not just on assumptions.