Greetings! Today’s SEO Copywriting video post is in response to a question put to Heather during her recent Inbound Writer webinar (7 Steps to SEO Copywriting Success): “How do you address competing keywords where the keyword attracts multiple audiences?”
This is a very good question, and one that poses a particular challenge for business-to-business (B2B) copywriters. Tune in to learn the common mistakes made by B2B writers in their keyphrase research – and hence, site optimization – and how to avoid (and correct) them:
Challenge #1: Using too broad a keyphrase
A big challenge is when a B2B company employs copywriters who may not be that savvy in SEO and keyphrase research: they may make the easy mistake of optimizing a webpage or entire site for too broad a keyphrase.
For example, let’s look at the screenshot of a chemical blender company and the search results shown on the right side of the page. Now, within that company folks might routinely refer to their chemical blenders simply as “blenders.” So it may be that the copywriter who is unfamiliar with SEO would optimize the product page for the word “blenders.”
- The challenge is, in Google’s world, when you type the word “blenders” into the search query box, what you come back with are consumer results – not B2B industry results. The consumer results aren’t focused on mixing chemicals, they’re instead talking about how to mix smoothies.
So copywriters who do not understand SEO end up optimizing their webpage or site for too broad a keyphrase (or a single keyword) that fails to reach their intended audience and drive that targeted, quality traffic.
Challenge #2: Not understanding SEO keyphrase research results
A second B2B challenge (and common mistake) comes from not understanding keyphrase research results.
- The inexperienced copywriter might be using keyphrase research tools, but upon seeing that “chemical blenders” isn’t returning that much traffic they may make the mistake of going with the more generic keyword, “blenders,” because, it get greater search volume. Again, the problem is that while “blenders” may be far more heavily trafficked, those folks searching the term “blenders” aren’t looking for “chemical blenders” – they’re looking for consumer blenders. So again, the copywriter ends up optimizing the webpage or site for the wrong term, and the business doesn’t get the target traffic and sales they need to see.
Tip: Quick keyphrase research reality check
For a quick reality check of your research results, one of the things you can do is to feed your keywords/phrases into Google’s search query box and see what kind of results come up.
For example, using the word “blade” in the I.T. world, that word can mean “blade server,” but in Google’s world, it can mean something completely different.
So, if you see those kinds of mixed results, then you’ve a huge opportunity. By looking at your keyphrase research through a search engine’s literal eyes, you can start targeting those folks who are actually looking for your products or services.
Think “specific” when choosing keyphrases
In the “blade” example, you can see how changing from “blade” to “blade server” dramatically alters the search results.
- If you’re in B2B copywriting, think “specific.” Go into Google and double check your keyphrases and be sure the results returned are relevant to the webpage you’re optimizing for and don’t have a lot of consumer results mixed in.
photo credit to: cliff1066™