Search Engine OptimisationGetting clear about what your target market is looking for is the first key to successful web marketing. The great thing about marketing online is that it’s easy to quickly and cheaply find out what keywords people use to search for businesses like yours, and it’s free to find out what keywords people are using to find your particular website.

The Google AdWords Keyword Tool, gives you an indication as to what keywords people are using, and how often per month. I should mention that it’s not hugely accurate and it is just a guide. I know from testing that just because it shows a zero search volume doesn’t necessarily mean that nobody searched using those words. Just that the volume was so low they didn’t count it.

Make sure when you use the Google Keyword Tool to do NZ SEO research that you select New Zealand as your preferred search area, and that you look at the data that relates to local monthly searches. Unless of course your target market is overseas.

You can put the search volumes in numerical order by clicking on the monthly search volume link. Then when you tick the words you like, add them into an Excel spreadsheet. (It’s all part of the system.)

Try different words and create multiple lists. e.g. Plumber Wellington, Plumbers in Wellington, Gas Fitter Wellington etc.

Now with your lists select your target market keywords and incorporate those into your web copy at about a 3% keyword saturation. That’s 3 keywords per 100 words. Make sure that your web copy reads nicely and you don’t go overboard or it will have the opposite effect, with Google downgrading you. Where you can, focus a page on a particular keyword e.g. One page on Gas Fitting, another on Drainage etc etc.

To track what words people are using to find you, how long they’re staying, when they visit and more, add Google Analytics to your website. This tool will enable you to make educated decisions about your website, and how to improve it to attract more of the right type of clients.

Search engine optimisation is both a science and an art. All the time Google is changing the way it deals with searches and website rankings. What I say to most people is SEO is not doing 1 thing 100% differently, it’s doing 100 things 1% differently.

What I’ve shared with you here is a quick taste on keyword research for website SEO. Something else you should think about is the competitiveness of particular keywords. It may be easier to rank on XYZ keywords that have the same total search volume rather than one single keyword that is very competitive.