Saturday, 17 November 2018

Google your business | How to choose the best SEO words

We all want our blogs, websites and content to get the most traffic possible, and while there are many ways to achieve this, one thing to prioritise is key words and search engine optimisation. It's crucial that you use the most effective keywords throughout your site that connect with the right audience for your business. This is something I've slowly come to terms with while completing my summer internship in a digital marketing agency so I thought I'd share some hints and tips I've came across along the way!

It all begins with words typed into a search engine. Keyword research is one of the most important and high return activities in the search marketing field. Ranking for the right keywords can make or break your website. By researching your market's keyword demand, you can not only learn which terms and phrases to target with SEO, but also learn more about your customers. It's not always about getting visitors to your site, but about getting the right kind of visitors

Set and understand your overall goals.

Before you decide which keywords are right for your brand, spend some time thinking about what your SEO goals are. Most companies use SEO to increase website traffic, which in turn, increases revenue, but you’ll need to be more specific than that.

Ask yourself these three things:
  • How fast do you want to see results? SEO is a long-term strategy, so it sometimes takes months before you start seeing results. If you want results faster than that, you’ll need to choose lower-competition and higher-volume keywords.
  • How relevant does your audience need to be? Are you laser-focused on one specific audience, or flexible with the types of people you have coming to the site?
  • What types of traffic are you seeking? Do you want people to buy your products, or are you focusing for now on brand awareness?

Think like the audience

This may seem like an obvious step but is often one that is overlooked, examining your website as a prospective customer can be crucial in choosing the right keywords. Identify your target audience and put yourself into the shoes of a customer when you create your initial list of keywords. Ask yourself, “If I wanted to find one of these products or services, what would I type into Google?” You can also consult others, such as friends, family members, or even current customers to get their opinion on phrases they would use when searching for your products and services.

Understand the long tail keyword

Long tail keywords are a combination of three or more words or phrases, and can also be a question. While long tail keywords tend to boast lower search volumes, they generally attract more relevant traffic, are typically less competitive, and easier to rank well on. Choose long tail keywords that help to specify your product or service.

Use Keyword Research Tools

Use Google AdWords Keyword Tool to research your potential target keywords. With these tools you can gather data on keyword volume and trends, keyword competition, similar keywords, and more.

Study the competition

Make a list of your main competitors and go to their websites to see what keywords they are targeting. Read their content and view their to help identify the keywords they are targeting. Looking at your competitor's keywords will not only help you see what you could be forgetting, but also help broaden your list of ideas.

Analyse the Results

After choosing your keywords don't forget to monitor them and analyse the results. There are often trending keywords or phrases, along with new keywords your competitors may be using. Don't forget to utilise your keywords wherever possible! Insert your keywords into blog posts, social media posts and your website's content. The more you use keywords within your content, the easier it will be for your target audience to find you.

Your first blend of keywords isn’t going to be perfect, but it will give you a solid baseline you can use to improve your level of traffic even further. Pay close attention to how your results develop over time, and don’t be afraid to make changes when you need to!

Have you got any SEO tips that you've came across? Let me know below 

Beth x

Thursday, 15 November 2018

Why we're all talking about Greggs.

There's two things that absolutely make a Christmas in Newcastle - that being a festive bake and a photo outside of Fenwicks infamous window. Greggs have truly outdone themselves this year - flipping around the stores logo opposite the window to capitalise on the popularity of the display, everytime someone gets a photo outside it - there'll be a Greggs logo in the photo... genius.
Not to forget last christmas, when the bakery created an absolute storm online after replacing baby Jesus with a sausage roll in a nativity scene - whether it be good or bad PR, we all seem to be talking Greggs! With this in mind I thought I'd take a look back at my favourite 3 stunts Greggs have done over the last 2 years...

Nov 2017 - Baby Jesus Sausage Roll

As I mentioned earlier, this was one of those stunts that received a mixed reaction from the general public but it got everyone talking. This was for the launch of the limited edition Greggs advent calendar - which has a token for a different Greggs menu item behind each door (the dream if you ask me) - this received huge publicity at the beginning of it launching however because of the image used to promote, it had mixed reactions.

The controversy started with this image when the Chronicle quotes a vicar's criticism of the brand's depiction of the nativity scene with baby Jesus as a sausage roll. This sparked mass debate online as to whether it was an insensitive move by Greggs or just a bit of fun - which the bakery did apologise for. However you take this stunt, it certainly got people talking and the bakery saw a rise in sales across the month of this image being released and everyone talking Greggs!

Feb 2018 - #GreggsValentines

Greggs were one of many high street food stores to offer this sort of offer this year where couples were invited for the chance to enjoy a romantic candlelit dinner in selected stores across the UK for the very first time and it went down an absolute treat. The menu offered plenty of the 'Greggs favourites' with classic canap├ęs, love heart garnished bakes, doughnuts - all accompanied of course by some Prosecco.

I don't know about you but I'd be over the moon with a Greggs date on Valentines day and I'm not at all surprised it sold out in 20 minutes...

June 2018 - Gregory and Gregory, Greggs undercover at a food festival

This was amazing. Everything you could want out of a viral video and more, from a perfectly presented timeline format showing the morning pick-up as Greggs, changing the van logo to 'Gregory and Gregory' as well as the set out of the food, to the arrival at the festival as Gregory and Gregory all the way to the amazingly Northern staff. The stand out point to this video comparing to the many other 'undercover brand' videos made in the past was the showreel of hilarious reactions from the foodies when they first tried the summer range and then when they find out it is in fact, a Greggs wrap they're eating - you can't fault this stunt, by far one of my favourites this year!

I don't know about you but I'm excited to see what the team at Greggs come up with next, they've definitely got something right!

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