As you consider your potential audience for particular keywords, it might seem that you might not end up with that many visitors. For some niche products, that might be so. But with a whole world to go at, there’s likely to be a fair number of searchers for even the most unlikely terms. You might only get a small slice of the pie, but it’s a huge pie. The key is to make your slice your own, by picking keywords that definitely appeal to your target audience and making sure your site ranks for them.
Even if you get only a few visitors from your keywords, remember that everyone who ends up at your site has made an effort to be there, even if only by clicking a link. Your visitors are the hottest prospects you’re ever going to get. As a group, they’re far more likely to buy than the large but random readership of the average newspaper advert or outdoor poster, for example. (I’m ignoring people who arrive at your site by accident.) If you’re a professional service provider – an accountant or lawyer, for example – a handful of contacts like this could utterly transform your business. That’s why SEO copywriting is worth the effort: the cost/benefit ratio makes sense for organisations of almost every size and type.
One way to do this is by offering ‘sticky’ content such as articles that can serve as landing pages for those searching for related terms. However, it’s important to bear in mind that one site’s related term is another site’s critical keyword, and competition could be fierce. You won’t attract huge traffic with peripheral content if someone else has made it the central focus of their entire site.
One way to cut out the competition is through geographical targeting – instead of trying to SEO optimise for ‘copywriter’ (millions of competitors), you optimise for ‘copywriter norwich’, 'copywriter london' or 'copywriter cambridge' (far fewer). If you want local customers (or can only serve local clients for some reason), this is a no-brainer.
Now read Part 4: Getting SEO keywords right
Prefer not to do it yourself? Check out our SEO Copywriting services.
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