Digital Marketing for Creatives

Everyone wants to be found on the internet and Search Engine Optimisation (SEO) is one of the ways to make this happen. There are many SEO techniques we can put into place to help our website or platforms be found. The first technique we should try implementing is keywords.

A keyword is a word that your potential audience is typing into a search engine to find the products they need. So we need to understand what our audience is typing into the search engine and we need to integrate these keywords into our content to help us get found. So how do we know what our audience is typing in? There are a number of platforms we can utilise to help us.

Google Keywords – https://ads.google.com/intl/en_id/home/tools/keyword-planner/ – This will give you some insights as to the keywords that are effective for your industry.

Answer The Public – answerthepublic.com – This site will allow you to enter a word e.g. jewellery and the site will provide what the type of questions people are typing into search engines. Once you discover the really popular questions being asked, you can incorporate those questions into your content. The aim is that the search engines will find your content because your content will contain the important keywords and the types of questions being asked by your target audience.

Now, a word of warning: When we create our content, it is really important that we write our content for readability not for SEO. What I mean by that is we shouldn’t be cramming our keywords into the content thinking that by referencing these keywords hundreds of times in the one blog post or piece of content, that it will make a huge difference to our SEO. It won’t. What we’re looking for is a well crafted piece of content that contains the relevant keywords, as they would appear naturally.

Why is this? One of the factors that will really influence your SEO is the ‘bounce rate’. If your audience come to your pages, see it is stuffed full of keywords (rather than a wonderfully crafted piece of content), they will leave very quickly and you will have a poor bounce rate. Create a good piece of content which makes people stick around to read it, that will give you a good bounce rate and that will positively boost your SEO. Always write for readibility.

Do remember, SEO is a longer process so don’t expect miracles after one piece of content. However, this long process will pay dividends if your audience is finding your products organically through a search.

So, let’s do some research on those all important keywords.