When it comes to keyword research, a lot of business people are in the dark, and this includes photographers as much as anyone else. However, there’s an easy way to do keyword research, which is one of the most important basic building blocks of SEO.
When it comes to deciding which keywords to optimize your content for, you need to think of two things: popularity and relevance. It’s hard for small business people like photographers to do the kinds of research into search term popularity that big corporations can, but if you use your head you can figure out what’s trending and what will work for your business.
How to Be Sure Your Search Terms are Relevant
To make sure the terms your optimizing for are relevant to your business and your industry, you’ll want to be sure not to waste time optimizing for unimportant words – if you exclusively shoot still photos, for example, optimizing for terms like “video” would be a waste of time and a bit misleading. If you do shoot videos as well as stills, though, you’ll absolutely want to play that element up in your content!
But, more importantly, you should know that it’s a lot easier to target more specific terms – something as general as “photography,” for example, will likely pull up a Wikipedia entry before anything else, whereas “wedding photography in [your town]” will most likely pull up a business-heavy SERP – and you want to be sure your business is at the top of that SERP!
How to Be Sure Your Search Terms are Popular
While you probably don’t have the huge research tools available to big corporations or an expensive Google AdWords account, there are a number of free keyword research tools and great keyword research tips out there to help you find popular search terms – however, as the search gurus at Moz and other SEO journals say, you don’t always want to optimize for the most popular search terms only – rather, you should optimize for a wide array of terms – as many as you can without breaking time constraints or straining your budget.
What It All Boils Down To
There’s a lot of trial and error involved with keyword optimization, especially for smaller businesses, but keeping in mind exactly what kinds of customers you want to attract and how you want to attract them will make the process a great deal easier.
You’ll also want to focus on as specific terms as possible for the majority of your keyword optimization – and that’s the big life-changing tip. While general terms may, if you’re lucky, have a huge short-term effect because they’re so popular, the more specific search terms are what is really going to keep your business thriving for years to come.
You’ll also want to make sure that your keywords (and every other piece of your SEM plan) are optimized for local SEO – because it’s local SEO that ultimately determines whether or not a good number of small business people succeed.