Description:

Mick Dickinson on the use of keyword tools and SEO for the small Bristol business

I’m working on a web content project for a great niche online retailer. Writing so much new content prompted me to take a refresher on how to use key phrases in on-site copy for SEO purposes.

Digression alert…

The first problem when seeking the best, most practical and jargon-free advice is finding and isolating the damned stuff from the clutter of information online. That’s pretty ironic if you’re searching for tips on how to optimise content so that it can be found easily!

I’ve largely overcome that problem by managing my favourite information via www.delicious.com. It allows me to categorise, recommend and improve access to my trusted set of sites, blogs and experts. Of course, any such list of ‘the best of the best’ will change over time, be refined and updated.

Digression over…

Most Bristol business people know that using keywords or key phrases in your site copy can bring it traffic, as people search on those phrases and find your site. But how do you know which words to choose?

Here are a couple of resources I refer to again and again:

Marketing Donut

Amongst its 10 handy keyword suggestions:

• Use Google’s free keyword tool to identify variations on keywords you have chosen

• Identify competitors keywords by using services such as Keyword Spy

• Use keywords in your link-building strategy.

Bytestart

The no-nonsense advice at Bytestart is aimed at business start-ups but applies to most Bristol businesses. For keywords, suggestions include:

• The Page Title and Headings are the most important places for keywords, but use them carefully throughout your copy

• Gen-up with an SEO glossary

• Don’t ruin the user experience by saturating your copy with keywords

A word of warning

Identifying and embedding the right keywords into your site is sensible. But far more important (to Google) is the quality and number of links to your site.

Each incoming link is a kind of vote for your site. Highly regarded sites that provide a backlink to your site (eg BBC) are incredibly valuable.

Try getting some of your content onto related website, and get stuck into social networking and forums, too. Why? Because — just as I trust delicious with my own preferred sites — so your prospects have their own favourites sites, blogs and communities. If your brand can be present (with helpful, trustworthy content) where your prospects already hang out, then you’ll be found.

Mick Dickinson runs BuzzedUp, providing marketing support for Bristol business.