CAPITAL CORP. SYDNEY

73 Ocean Street, New South Wales 2000, SYDNEY

Contact Person: Callum S Ansell
E: callum.aus@capital.com
P: (02) 8252 5319

WILD KEY CAPITAL

22 Guild Street, NW8 2UP,
LONDON

Contact Person: Matilda O Dunn
E: matilda.uk@capital.com
P: 070 8652 7276

LECHMERE CAPITAL

Genslerstraße 9, Berlin Schöneberg 10829, BERLIN

Contact Person: Thorsten S Kohl
E: thorsten.bl@capital.com
P: 030 62 91 92

3 Strategies for Finding the Right Keywords for your Small Business

Industry information, News

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When you ask a small business owner to describe their business, the conversation usually carries far beyond two or three words. However, this exact circumstance has become the law of the digital jungle as keywords and tags are what internet users use in order to locate services, shop around, and discover new things that match their interests. Business owners have to think about the best words to describe what it is that they do, as well as what their customers would be most likely to type in order to discover them. Fortunately, pure speculation is not the only tool that business owners have on their side.

Include your location in your keywords. Using local SEO is a powerful technique for small businesses, since competing for extremely broad keywords is much more difficult and, depending on your industry, there may already be a slew of competitors trying to break into the space that you want. Finding the financing to tackle major SEO terms isn’t always the best strategy for small business owners anyway, since if a prospective customer is not located in an area that they can serve, they lose that business by default and cannot recoup their investment costs. On the other side of the coin, if a business has decent local SEO, they can often be found by customers who are in their area looking for their exact service, which can turn a search into a conversion extremely effectively.

Don’t get too fancy. Sometimes, with the idea that more is always better, small business owners set their hearts on specific, sentence length keyword phrases. The danger with putting too many eggs into this basket is that, while you will dominate any search results for that query, it’s not very likely that many people are going to search for the exact sentence that you picked. It’s a better idea to take a core descriptor of your business or a query that is best answered by your product and then include them, as well as some common synonyms, in your SEO optimized copy. Rather than winning a conversion from every person why types “organic kale from a small natural farm in NY”, you can break that sentence down in to three or four productive keyword phrases.

Think like a customer. You should avoid the pitfall of wanting to think of your business that way you as the owner envision it. A customer isn’t going to know your catchphrase, or be able to search for your specific products by name before ever having come into contact with your business. While you may offer something great, nobody is born knowing that. Think of the needs that your business addresses, and what you yourself would type if your were trying to address those needs.Only by putting yourself in the shoes of a new customer will you be able to anticipate how a customer gets to your site. You can test if your keywords are working through using tools like Google Analytics and Adwords, and if you have a great social media presence, you may even be able to ask your customers directly what they think are the best keywords for your business’s digital marketing.

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