Why You Should Revisit Your Website’s Keywords At Least Once Per Year
"Set it and forget it."
Wise words when it comes to crock pots. Not so wise when it comes to your website's keywords.
Why? Because the web is always changing. Your customers, your competitors, the exact terms people search for, what Google cares about—they're always changing, too. If you care about driving traffic to your website via organic search (if you don't know what that means, just think "Google"), the keywords your website focuses on must be revisited and changed as time goes by, too.
Not convinced? Honestly, the sweeping generalization I just made ("Things change, so change your keywords.") wouldn't convince me either.
That's why I suggest you give a moment's consideration to these key points...
"Wait, HOW are people finding us now??"
If you’ve thought about keywords in the past and implemented them on your site – great! If I had a set of gold star stickers I'd give you two because you're already ahead of the curve when it comes to search marketing.
If you haven’t done keyword research before or if it's been a while, you may be (very) surprised at what you'll find if you conduct your own keyword research or have pros do it for you.
Why surprised? Because your prospective clients may be searching for your products or services using keywords that have never, ever (not even once) crossed your mind.
Likewise, there may be variations of your keywords you've overlooked or wouldn't have thought of. Some may have less competition for search rankings, which translates into the opportunity for you to get your site ranked higher, faster.
If you're on page 2, you can jump for joy
Your website may already be ranking on page 2 of the search engines for one or several keyword phrases. This is great news, because you may be sitting on a gold mine.
With just a few tweaks to your search engine optimization work, you very well could see a quick boost in your rankings for these keywords by pushing right onto page #1.
Unless you're actively monitoring and reviewing your site's analytics though, it's hard to know which keywords are working for you. And with infrequent analysis, these keywords get overlooked. So, too, do your prime opportunities for big gains.
If it's been a while since you’ve thought about your keywords, has it by chance also been a while since you've (re)evaluated your company from your client’s point of view. (If you've invested in a positioning strategy, you're way ahead of the game and likely already reaping the benefits.)
The further you get into development of your business and website, the more challenging it becomes to think about your products/services and see your keywords from your clients' perspectives, with fresh eyes.
If you wrote your website copy (or business plan) long ago, keyword research is exactly what will provide you with a fresh perspective—especially when recent search trend information is reviewed.
Know your competition
Do you know what keywords your competitors are targeting? And how they're doing?
By studying your competition, you gain insight into both how to match what they're doing right and how to succeed where they're falling behind.
So what're you waiting for?
Really. What are you waiting for. Schedule a keyword review into your calendar now. Don't know how to approach keyword research? Talk to us and let's make your website work harder than it is now.