We generally use a fairly simplistic formula to determine a business’s primary keywords. And for the sake of this example, we’ll assume your business has a brick-and-mortar location where the product/services are being rendered.
We’ll take the 2 lists:
- Your geographic locations
- Your products & services
And we’ll order the lists from specific to generic (specific having a higher priority), and keeping in mind of what words the average person will use to describe items on either of the lists.
For example, if you’re a CrossFit gym in Encinitas. You may come up with lists kinda like this:
- Locations: Encinitas, Cardiff by the Sea, Carlsbad, Leucadia, North County, San Diego
- Products: CrossFit, Personal Training, Bootcamp, Weightlifting, Nutrition Coaching, fitness classes, strength & conditioning, gym
Now that you have your lists, you’ll want to keep in mind that when people are searching, “broad” searches are made when people start their search and aren’t quite ready to buy (“broad” searches are when they keywords use aren’t very specific… like “San Diego” and “gym”). So, it can be important to have a presence there, but you likely won’t get much traffic from it.
As the search becomes more specific, that’s not only when traffic increases, it’s also nearer to the end of the search process – essentially when they are in “buying” mode. This is where you want to be! At that point, you’ll likely start pairing words from your location list with your product list, based on relevancy and popularity.
For example, if you’re located in south Encinitas, these would probably be your important search keywords:
- “crossfit encinitas”
- “crossfit cardiff by the sea”
- “personal training encinitas”
- “personal training cardiff by the sea”
- “bootcamp encinitas”
- “bootcamp cardiff by the sea”
But wait… there’s a problem!
Is your affiliate name “CrossFit ”? If it is, lucky you! You’ve got some built-in seo working for you. For the rest of you – you can’t actually say “CrossFit ”, so you have to work a bit harder by pairing words in proximity and letting Google connect the dots. Your job is to know what those search keywords are and to make sure they exist on your website.