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Industry Insight: SEO Know-How with Fiona Pullen - Part Two

08 Sep 2014
By Sarah Jane

In the the second part of this SEO series, Fiona Pullen reveals the importance of knowing your keywords.

As I discussed in part one of this series, keywords are very important to SEO. Your keywords will tell the search engines what your website is about. So if you do not use the correct keywords then your website will not be coming up in relevant search results.

So how do you determine what are the right keywords for your site?

I’ve put a little activity below to help you break down your keywords. A couple things to bear in mind before you start is that the more specific your keywords, the less competition you will have, and the easier it will be to rank well for them. Secondly, different people tend to use different language so using variations of your main keywords will help attract a wider range of people and get you picked up in more search results.

Thirdly, keywords do not have to be just words, they can be phrases too.

Step 1 – Write down the keywords that you think are most relevant to your website, your business and your products. Aim to start with a list of 10 for now.

Step 2 – See if you can think of variations of those main keywords. For example, you may have ‘sewing classes’ on your keyword list, but some people may search ‘sewing workshops’, ‘sewing courses’ or ‘sewing tuition’.

Step 3 – Now think if there is any way you can make those keywords more specific. For the sewing classes example you could break it down to ‘dressmaking classes’, ‘soft furnishing classes’, ‘hand sewing classes’ and ‘machine sewing classes’ plus the different variations of the words from step two.

If you run a local business you could add the geographical area to your keywords to help make them more specific. ‘Sewing classes in Bristol’ for example will have much less competition than ‘sewing classes’ and will be more relevant to your target audience. So you have a better chance of ranking well in Google for it, and most of the people clicking on the link should be potential customers.

Now you should find you have a pretty extensive list of keywords in front of you, starting with general keywords and narrowing down to really specific keywords. Next issue, in part three of this series, I will discuss how you can use these keywords.

This series is written by Fiona Pullen, owner of The Sewing Directory and author of Craft a Creative Business.

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