how to do keyword research for small businesses

Simple Digital Marketing for your Small Business

Start with the SEO Basics

Tug CredentialsAGENDA

•Why a website is ranking

• Keyword research

• SEO metrics

• SEO competitive analysis

• Keyword mapping

• On-page content optimisation

Tug CredentialsCase Study: Tutto Wine

Tug CredentialsWhy does a website rank?

On-page and website factors:

• Keyword targeting• Content• Technical SEO

Tug CredentialsWhy does a website rank?

Off-page factors:• Content marketing• Directories• Social media profiles• Commenting, forums • Much more...

Tug CredentialsThe SEO Process

Tug CredentialsKeyword Research

Tool for keyword research: https://adwords.google.com/KeywordPlanner

Tug CredentialsKeyword Research

Organise your keywords and find competiveness

Keyword planner data

Google search data

Tug CredentialsSEO Metrics

Tool: SEOmoz toolbar http://moz.com/tools/seo-toolbar

Tug CredentialsSEO Competitor Analysis

Tug CredentialsKeyword Mapping

Homepage

News Wine types

Prosecco

Barolo

Barbera

Wine style

SparklingRed

White

Growers Contact

Tug CredentialsKeyword Mapping

Tug CredentialsOn-Page Ranking Factors

• META Title

Tug CredentialsOn-Page Ranking Factors

• Headline (H1)

Tug CredentialsOn-Page Ranking Factors

• URLs

Tug CredentialsOn-Page Ranking Factors

• Internal links

Tug CredentialsOn-Page Ranking Factors

• Other on-page factors:• ALT tag on images• Copy targeting and lengths• Social shares• Bulleting point• Local SEO factors• Schema

Tug CredentialsOn-Page Ranking Factors

• Technical SEO• Duplicate content• XML Sitemap• Clean coding• Mobile/responsive design• Redirects• Noindex• And much more .....

Tug CredentialsOrganise Your Optimisation Plan

Tug CredentialsCase Study: Tutto Wine

Tug CredentialsActionable Steps

• Research keywords related to your business• Analyse keyword competitiveness• Map keywords to your pages

Research

• Create META titles, descriptions, H1 and copy for each pages• Check the Technical SEO status

SEO Optimisation

• Submit your business to relevant directories• Contribute to other site with your own unique content and link back to your site

Off-site SEO

• Install Google Analytics on your site• Measure visitors numbers and behaviours

Review

Tug Credentials

Carlo Pandiancarlo.pandian@tugagency.com

@carlopandianhttp://uk.linked.com/in/carlopandian