Local businesses that determine their primary keyword and design their home page around it distinguish themselves from much of their competition and rise to the top of search engine rankings.
What is your primary keyword? A keyword is the word or phrase typed into an internet search engine to search for information.
Roughly 70% of all internet traffic originates with user initiated searches, keywords are the glue that hold the internet together.
The starting point is keyword research.
This process strives to uncover every term that might be used by someone looking for you website.
These terms are then evaluated as to how well they describe the business taking into account the frequency of searches, search result competition, and implied intent.
At this point select the best keyword to be your primary keyword.
If you are in a decent sized market and new to this process, you won't be on page one or even top few pages of search engine results for that term.
The primary optimization objective is to achieve the best position possible for that term.
This search term needs to become your online mission statement; the page is defined by the keyword, the content exists to support the keyword.
Local businesses' primary keyword often consists of their location and a popular common term for the business.
For example, "phoenix plumber" is a likely primary keyword for a plumbing business in Phoenix.
Bland perhaps, but frequently the optimum for traffic, searcher intent, and description of the business.
In larger or highly competitive markets targeting a specific aspect of the business may be a preferred.
Why concentrate on the primary keyword? Primary keyword focus contributes to effective design.
Home page design decisions are simplified by knowing and targeting the businesses' primary keyword.
If for example your primary keyword is "phoenix plumber," the page is your targeted response to someone who just pressed "search" looking for a "phoenix plumber.
" A solid search engine result for one keyword outperforms mediocre results for several.
Free search engine traffic for location specific keywords is the Yellow Pages alternative and lifeblood for many small business online marketing efforts.
Click through rates are exponentially dependent on the search result position.
Page one is essential for predictable traffic; position on page one critical to the volume of traffic.
Each page one organic result will receive 1.
2 to 1.
4 times the clicks as the listing directly below it.
Total traffic is maximized by focus on achieving the best possible search engine result position for the most appropriate keyword rather than attempting to generate search results for multiple terms.
Search engine optimization (SEO) benefits from specific page placement of the primary keyword In evaluating web pages search engines assign weighted importance to page elements.
Locations such as the title, header, the last paragraph and description are important for search relevance.
Primary keyword placement in these locations is a proven search engine optimization technique.
Search engines give Correctly implemented, human visitors are validated as well through clear communication that the page is about what they are looking for.
What about all the other search terms that describe my business? Complementary and secondary search terms are not sacrificed as one might imagine, they often perform better with solid page optimization when included as thematically consistent supporting content.
Consistent traffic requires being on page one for terms with measurable usage.
There is little benefit to the top position for "phoenix residential bathroom plumbers.
" A page with the primary keyword "phoenix plumber" can rank well for this term if it is emphasized correctly as a service area of the business.
Keywords with consistent traffic volumes and potential for achieving good search results are candidates for their own internal landing page.
Conclusion When building a small or local business website, determine you primary keyword and build your home page around it.
This will assist in generating consistent content, maximizing target traffic, and supporting prospects for your product or service.
What is your primary keyword? A keyword is the word or phrase typed into an internet search engine to search for information.
Roughly 70% of all internet traffic originates with user initiated searches, keywords are the glue that hold the internet together.
The starting point is keyword research.
This process strives to uncover every term that might be used by someone looking for you website.
These terms are then evaluated as to how well they describe the business taking into account the frequency of searches, search result competition, and implied intent.
At this point select the best keyword to be your primary keyword.
If you are in a decent sized market and new to this process, you won't be on page one or even top few pages of search engine results for that term.
The primary optimization objective is to achieve the best position possible for that term.
This search term needs to become your online mission statement; the page is defined by the keyword, the content exists to support the keyword.
Local businesses' primary keyword often consists of their location and a popular common term for the business.
For example, "phoenix plumber" is a likely primary keyword for a plumbing business in Phoenix.
Bland perhaps, but frequently the optimum for traffic, searcher intent, and description of the business.
In larger or highly competitive markets targeting a specific aspect of the business may be a preferred.
Why concentrate on the primary keyword? Primary keyword focus contributes to effective design.
Home page design decisions are simplified by knowing and targeting the businesses' primary keyword.
If for example your primary keyword is "phoenix plumber," the page is your targeted response to someone who just pressed "search" looking for a "phoenix plumber.
" A solid search engine result for one keyword outperforms mediocre results for several.
Free search engine traffic for location specific keywords is the Yellow Pages alternative and lifeblood for many small business online marketing efforts.
Click through rates are exponentially dependent on the search result position.
Page one is essential for predictable traffic; position on page one critical to the volume of traffic.
Each page one organic result will receive 1.
2 to 1.
4 times the clicks as the listing directly below it.
Total traffic is maximized by focus on achieving the best possible search engine result position for the most appropriate keyword rather than attempting to generate search results for multiple terms.
Search engine optimization (SEO) benefits from specific page placement of the primary keyword In evaluating web pages search engines assign weighted importance to page elements.
Locations such as the title, header, the last paragraph and description are important for search relevance.
Primary keyword placement in these locations is a proven search engine optimization technique.
Search engines give Correctly implemented, human visitors are validated as well through clear communication that the page is about what they are looking for.
What about all the other search terms that describe my business? Complementary and secondary search terms are not sacrificed as one might imagine, they often perform better with solid page optimization when included as thematically consistent supporting content.
Consistent traffic requires being on page one for terms with measurable usage.
There is little benefit to the top position for "phoenix residential bathroom plumbers.
" A page with the primary keyword "phoenix plumber" can rank well for this term if it is emphasized correctly as a service area of the business.
Keywords with consistent traffic volumes and potential for achieving good search results are candidates for their own internal landing page.
Conclusion When building a small or local business website, determine you primary keyword and build your home page around it.
This will assist in generating consistent content, maximizing target traffic, and supporting prospects for your product or service.
SHARE
