Keyword Analysis Simplified

Keyword Analysis Simplified These are not the Keywords you're Looking For

Though the "SEO industry" would paint it otherwise, Search Engine Optimization is not a closely held secret that requires membership in a secret society of psychic warriors to learn. Terms like "Keyword Analytics" were created for no other reason than to make "what would people type in the search engine to find me?" seem like an obscure science. Keyword Analysis is that simple: "what would people type?". For our fictitious "Pappa Greene's Pizza" in Chattanooga, Tennessee our keyword analysis simplifies to "pizza near me". The problem then becomes that the franchises dominate results for those keywords. Pappa Greene's needs to stand out in the crowd of big household names.

Long vs Short Tail Keywords

Common search terms relevant to Pappa Greene's pizza such as "restaurant", "pizza", "delivery", et. al., as well as general geographic terms such as the searcher's city and state, are referred to as "Short Tail Keywords". Unless Pappa Greene is prepared to spend many millions of dollars in advertising, these keywords alone are not going to get Pappa Greene to the top results in searches using these terms.

Pappa Greene's is known for their signature homemade sauce, their hand-tossed crust, and their cozy, family atmosphere. Very Specific search terms such as brand names, descriptive words such as "homemade", and trademarks are known as "Long Tail Keywords". Specific geographic details such as "south side" or "downtown" are also "Long Tail".

Keyword Strategy: Stand out in the Crowd

We know that we need to use a variety of both Long Tail and Short Tail Keywords to help Pappa Greene's climb to the top of searches. A Keyword Strategy is SEO speak for the process of implementing the chosen keywords.

Through our Keyword Analysis, we determined that we want to optimize for "hand tossed crust", "pizza", "downtown Chattanooga", "family owned", "homemade sauce", "family atmosphere", and "pappa greene's pizza". Now we can start implementing our keywords EVERYWHERE. Starting with the domain name, we might want to choose something like "pappagreenespizza.com" or "downtownpizza.com". When writing content we use our keywords in headings, titles, meta description tags, image filenames, image alts, URLs and within the first 100 words on the page. Once we have written our SEO optimized content, we can use semantic HTML markup to further emphasize our keywords.

Pappa Greene's Hand-tossed Pizza Features our Signature Homemade Sauce. Located in Downtown Chattanooga, our cozy, family atmosphere is the perfect place for Lunch or Dinner.

<strong>Pappa Greene's</strong> <b>Hand-tossed Pizza</b> Features our Signature <b>Homemade Sauce</b>. Located in <strong>Downtown Chattanooga</strong>, our cozy, <b>family atmosphere</b> is the perfect place for Lunch or Dinner.

SEO doesn't stop on the website. The same content strategies for websites apply to all Internet content. Social Media posts, email marketing content (if you must), even printed material can and should be Branded.

Keyword Stuffing: Don't overdo it

It may seem tempting to markup every imaginable keyword that you can think of, but this is known as "Keyword Stuffing" and should be avoided. Search Engines such as Google look for relevant, high quality content over quantity and will penalize any such strategies by removing the content from indexing. Using keywords over and over or Marking up every occurrence of a keyword are other examples of Keyword Stuffing. Content should not seem as though it is targeted toward search engines. It should be written as though speaking directly to a person.