Succeeding as a business online is all about presenting the right image of your company through every form of content. Including your written content. But this also needs to reach your audience, and potential customers. That’s why keyword research is so important, and why so many companies and businesses, across a range of industries, opt for dynamic articles and blogs, and other forms of professional text based content. But choosing the right keywords, as well as the right type of keywords is an important consideration. So, what are keywords? And what are the different types of keyword for SMBs? Well, here at Pumpkin Web Design, we are Preston’s leading web design and web marketing professionals. We provide valuable web design, SEO, and marketing solutions to a range of clients, across the North West, including Southport and Wigan, as well as Manchester. As a result, we have produced this guide to everything small businesses need to know about keywords in content marketing and SEO.
What are keywords?
So, what are keywords? Well, these are the words or phrases that your potential customers are using via search engines, to find information relevant to your company. For example, someone looking for a plumber may type in “plumber Manchester”. As a result, companies and businesses can use these keywords to generate original, informative and relevant content to capture the interest of website searchers, and rise to the top of the Search Engine Results Page (SERP). This is because these particular words or phrases link your content to the search query.
What are the different keyword options for SMBs?
There are a number of different types of keywords companies or businesses can use, to target different search queries and different types of user. These include:
- Short tail keywords
- Long tail keywords
- Fresh keywords
- Evergreen keywords
Short tail keywords
These are focused on attracting consumers that are at the end of their buying journey, and are simply looking for a product or service. As a result, these keywords can look like, “Boiler installation Blackburn” or “MOT Preston”.
Long tail keywords
These keywords are aiming to reach searchers who want information, advice and details about a specific product or service, or even a solution to a problem. Content that aims to target these keywords tends to be more detail rich, and can help to funnel visitors towards making a purchase, signing up, or using the service. These types of keywords can include “How often does my car need an MOT”, or “Boiler warning signs”.
Fresh keywords are generally short term keywords that will only be relevant for a specific time frame. This can be linked to events or celebrations, and are often used by a high volume of internet searchers for a short period of time.
Evergreen content is content that will remain relevant for the foreseeable future, so are opposite to fresh or short term keywords. And this type of content is designed to target keywords that are frequently used by all different kinds of searchers. These are some of the most effective pieces of content to create, and landing a featured snippet or rich result for an evergreen search can be very lucrative.
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