Choosing your target keywords for your online marketing efforts plays a big part in how successful those efforts will be. If you choose keywords that are too competitive, you may have an incredibly difficult time ranking in the search engine results. If you choose words that are easy to rank for but that are very rarely searched for, you still won’t gain much exposure. The trick is to narrow your keywords down to terms that your target consumers are most likely to be searching for, but that are a quite specific.
If you own a doggie daycare in Dallas, for example, then your first instinct might be to target the keywords “doggie daycare Dallas”, “daycare for dogs in Dallas”, or “pet sitter Dallas”. Going after those words is perfectly fine, but you must realize that every single one of your local competitors will be targeting those words, as well as every other doggie daycare in existence with an online presence. The odds of you ranking high in the Google search engine results for those words are extremely unlikely – and even if you are able to do so, it will take quite a bit of time and hard work to crawl your way to the top.
The key to determining keywords that are less competitive but still relative to what your target consumers are searching for is to get to know these target buyers on a deeper level. Doing an extensive amount of research to determine a detailed profile of your target buyer is essential. These target buyer personas will help you to speak to the people who are in need of your services, and to make sure that these people are able to find your content on the web.
For our doggie daycare example, your target buyer might be a 30 something single guy who lives in the downtown area of Dallas. This buyer may have two dogs, both medium size breeds. He may work in a corporate environment, and may be looking for daily doggie daycare services since he is unable to go home during his lunch break to let his pets out. The more specific your target buyer personas are, the better - for a multitude of reasons. Not only will this give you better insight into who you are targeting and what they need from your business, but it also will allow you to craft your online content so that these specific consumers will find it when searching on the web.
If you were brainstorming blog topics and target keywords for the above-mentioned consumer, you might come up with a few different scenarios. This buyer might be very active with his dogs on the weekends and in the evenings, so he may often search for “things to do with dogs in Dallas”, or “dog parks in Dallas”, or possibly “dog-friendly restaurants in Dallas”. Even though these topics aren’t specifically related to your doggie daycare, the odds are that the type of person who will be looking for dog daycare services will also be searching for these topics.
You can use these keywords to craft blog posts that your target buyers will love. Publishing a fun and informative post about the top 10 dog parks in the Dallas area would be a useful article for any of your clients, and it is also the type of content that would be frequently passed on and shared with reader’s friends and fellow dog lovers. Although this article wouldn’t specifically be promoting your doggie daycare, it would be establishing your business as a leader in the dog care industry in Dallas. Those who stumble upon this post in the Google search results would most likely find the fact that you put this type of article out as a great indicator that you and your staff are true dog lovers who are in business to help dogs find joy, rather than simply trying to make a buck.
As you can see, the possibilities are basically unlimited when it comes to choosing your target keywords. The most important step in the process is developing your detailed buyer persona, and then using that knowledge to create your blog and website content going forward. Once you begin using your content to speak to the target consumer for your business, you will begin to rank highly in the Google search results for topics that they find highly valuable. This is a great, and fairly simple, way to gain exposure for your business. To read more on this topic, download our free eBook "How to Rank #1 on Google".