Keywords are the defining elements of websites – these are the terms that people associate with a site. When designing a new website, logo, target audience, or marketing campaign, many new keywords need to be created. Choosing the right terms depends on several factors. First and foremost, the website’s profile must be clearly defined. Many people start developing keywords before properly reviewing their own company. It is essential to clarify your company’s objectives, set a direction, and determine how you want to position yourself. Only then can you consider how visitors will find you. The company overview should take the following into account:
- How would you describe your corporate culture?
- What makes your company valuable?
- What is your company’s mission?
- Who do you want your consumers/customers/visitors to be?
- Who makes the decisions in your company?
After the company overview, market research can follow. The internet is full of websites and studies on how people search for certain things (e.g. Google Keyword Planner). However, relying solely on this data is not necessarily the best approach. It can be much more effective to ask potential customers directly how they search for the products and services you offer. This method is particularly useful if you focus on local customers. In a questionnaire or conversation, consider asking the following questions:
- How do you find a company that offers X and Y services?
- What would you type into an internet search engine to find such companies?
- If you needed advice on X and Y topics, what would you do?
- What are the most important things you look for on the websites of companies dealing with X and Y?
Once you have completed your market research, you will gain valuable insights into consumers’ search habits. The next step is to determine how to combine the information you have gathered to create your keywords. You also need to consider why visitors are searching. Two main purposes are usually distinguished:
- Information gathering: The visitor searches the internet to obtain information on a topic.
- Purchase: The visitor searches for something because they intend to buy it.
If there are no products or services available for purchase on your website, you should avoid choosing keywords related to buying. Similarly, if the site is exclusively for shopping, do not use keywords related to information. Once you have selected a few terms, it is advisable to test them using search engines. The search results will reveal potential competitors, insights into your target audience, available products/services, pricing, and even the advertising strategies of other companies. Keyword research is essential even if there are no immediate changes planned. Search engine algorithms, consumer habits, and competitor behaviour are constantly evolving. It is crucial to monitor these factors and continuously refine your keywords to keep up with these changes.