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Small Business Digest


Using Keywords to Improve Search Engine Optimization, Add Profits

These days, running a business without an online presence is the equivalent of delivering pizzas using a horse and buggy. Sure, technically it's possible, but one will start out vastly behind the curve, and any customers acquired will only see the business as a novelty operation. Of course, one would be hard-pressed to find a small business team that didn't understand the Internet's importance, and consequentially improving one's Google SEO (search engine optimization) has become crucial for business success.

Shweiki Media ( and Alicia Lawrence, Content Coordinator for WebpageFX (, present an overview of keywords, providing an explanation of what keywords entail and how to use them efficiently.

What is a keyword?

When a search engine user wants to locate a particular piece of information, they input information in as a query. That query then scours the net-sphere matching up with resulting keywords. From a business perspective, a keyword is anything that one would imagine the customer searching for.

How many keywords are necessary?

It’s recommended that a business (depending on size) use about three keywords per page, and it’s very important to consider keyword variation as well, considering synonyms, plurals, etc.

Long Tail Keywords

One should make sure they’re not only getting visitors, but that they’re getting the right kind of visitors—ones that will convert. Every site should have an ultimate goal, whether it’s to get customers to sign up for a newsletter, buy a product, or spend a particular amount of time reading info over on the page. These goals are known as conversions. Long tail keywords, then, are specific keyword phrases that improve conversions. For example, if one was searching to buy a new car and decided they wanted a Ford, they'd probably type "Ford" into a search engine. Then, perhaps, they decide that they want a Ford Mustang, since they have type of car currently and really enjoy it. Then, they'd enter "Ford Mustang" into the search engine. But maybe, after all that searching, one decides that instead of buying a new car, they'll just refurbish their current one. Then one would search for "2009 Ford Mustang parts." It's at the point now where one knows exactly what they want to buy. That specific search term--2009 Ford Mustang parts--would qualify as a long tail keyword, because it's going to result in a higher conversion rate.

Long tail keywords are detailed, so the user imputing them knows exactly what they’re looking for and is likely to participate when one’s matching product/service comes up in a search. What one needs to know, however, is how to find these certain searchable keyword phrases.

Keyword Discovery

All keyword searchability starts in one's Google analytics page, where Google has designed analytics to directly help the user improve their SEO. Multiple reports are available that show business owners (from organic search) exactly what people are searching for, and what queries have been entered that eventually turn into conversions on a site.

Google Search Suggestions

That said, one important strategy is to design keywords around Google search suggestions. One simply goes to their chosen search engine, starts typing a potential keyword, and lets Google's drop down menu project the most typed inputs. Once one definitely knows what others are looking for, they can build their keywords around the most popular inputs.

Competitor Keyword Analysis

When finding different competitive keyword analysis, there are two excellent sites that one can employ: and Semrush can be described as a more complete comprehensive tool, but one could praise Open Site Explorer for its back-linking technology. (Back-linking is reverse engineering a keyword by finding out what term one's competitors are using to link from.)

KOB Ration (Keyword Opposition to Benefit)

After one discovers one's competitors’ analysis, the next step is choosing one's online battle. If a competitor has a certain keyword (or long tailed keyword) monopolized, then one probably wouldn't want to use that exact keyword in their marketing strategy. One should compare the opposition to the benefit of that keyword and use the ones that are both most doable and most efficient.

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