SEO target marketing starts with keywords

Targeting your market is a much more precise process online, because you can find out exactly what people are searching for, what search terms bring them to your site, and which ones keep them there the longest.

Interestingly, as this article explains, online searchers are looking for more and more specialised information. And this is where niche businesses like yours can benefit enormously.

But how do you capture the searchers who are looking for the services, products or experiences you offer?

The answer is through intelligent keyword research - I say ‘intelligent’, because it isn’t just a matter of looking at the most popular search terms. You need to find terms that are more precisely associated with your business, with fewer actual searchers.

For example, a business that offers dolphin encounters will be competing for attention on the search term ‘dolphins’, which attracts over 7,000 searches a day. But ’swim with dolphins’ and ’swimming with dolphins’ are each keyed in 96 times a day.

Here’s an opportunity not only to publish content that attracts a niche, but to attract a more precise search audience. You know from the search term exactly what they’re looking for.

It’s important to note here that ‘dolphin swimming’ gets 22 searches and ‘dolphin encounters’ just 4 a day. Knowing this is vital to your success. You could guess which phrases are being keyed in, but if you know, then you have a much better chance of matching your content to those phrases.

Remember too that the number of people visiting your site is less significant than the number of site visitors who find what they’re looking for on your site. Even more important is the number who book. So attracting people who are clearly looking for precisely what you offer is more important than attracting thousands looking for all sorts of other experiences and information.

How do you find out what searchers are looking for? I used Wordtracker’s free service for the figures given above. You can also take out a Wordtracker subscription to get access to more detailed keyword analysis.

Once you have keywords that are significant but not huge, you have a real opportunity to use them in your content, remembering to apply good search engine optimisation (SEO) techniques to attract people searching on those terms.

Glenn explains keyword analysis further in this article.

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