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SEO: Understanding keywords

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SEO: Understanding Keywords
As a highly-successful business owner in the dog-grooming industry, Midge often feels overwhelmed by all the marketing lingo like long-tail keywords and SEO keywords. Photo courtesy of Louisa Berry.

Important Keyword Definitions:

SEO Keyword – Hubspot, in this “Keyword PowerPoint Presentation,” defines a keyword as a topic of importance. This topic is used in Internet searches to track down specific information. For a business, the topic might be a solution, problem, product or service customer/lead/visitor wants to learn.

Longtail Keyword – According to this Hubspot article, “The Definition of a Long-tail Keyword (in 100 words or less),” a longtail keyword is a keyword phrase containing at least three words. Ex. Cleaning retriever ears, How to clean lab ears, Treating dog ears, etc.

It’s not as complicated as it sounds

These days, the words “SEO, Keyword, Long-tail Keyword,” bring fear into the faces of any business owner.

  • How do I compete?
  • What’s SEO anyway?
  • How do I research the best keywords?
  • What’s a long-tail keyword?

What if I told you the content you created with your ideal audience/customer in mind is already optimized for search engines?

Easy Keywords: Midge’s Dog Grooming

Let’s start with a hypothetical business; Midge’s Dog Grooming.

Consider for a moment, before writing anything, what keywords Midge’s customers would Google or search in Bing.

Chances are slim someone would simply Google the word, “Dog.” It’s too broad, right? You may get a search result including: Dog Breeds, Dog Behavior, Dog Toys, Dog Kennels, etc.

So, Midge asks herself, what’s a problem my customers deal with frequently? The answer: Problems with dog ears.

Maybe she has a large number of Golden Retrievers, Labs and other floppy-eared dogs with specific ear-related issues like yeast infections. Many of her customers aren’t sure of the products to use, frequency of cleanings or how to clean ears.

Brilliant blog posts: Always relevant

Midge creates a super-informative blog post about cleaning your dog’s ears. She titles it, “How to keep your dog’s ears healthy.”

Midge doesn’t know anything about content marketing or inbound marketing or long-tail keywords, except she has a pretty long tail being a Chocolate Labrador.

She has, however, as a dedicated business owner, who knows her customers, created an excellent, informative blog post about healthy dog ears.

While it wasn’t always true, these days, Google is able to look at the title of Midge’s dog blog post and see it’s about healthy dog ears. The “How To” in the title only solidifies this.

Throughout Midge’s blog post, she uses words like “healthy ears,” or “clean ears weekly.” Google picks up on these ear cleaning words and synonyms. In this way, search engines are able to sort Midge’s latest blog post with other dog ear-related content and sites.

Without even knowing it, Midge has created a decent keyword phrase for her blog post. Easy-Peasy.