For a freelance copywriter, keywords hold the keys to unlocking more organic search traffic
Keywords sit at the very heart of your SEO strategy. You can’t rank well for every word a user might type into their browser; you organize your goals and initiatives around the keywords you’ve determined will be most beneficial to your site and business. Of course, you’ll want to think about the obvious keywords, but the more obvious the keyword, the more chance there is serious competition for that keyword. So, to arrive at a good keyword strategy, you want to think about not only the words you’d love to own, but also about search volume, competition, searcher psychology and specificity. Also, it’s good to think in terms of one keyword per page of site copy. Most small businesses shouldn’t preoccupy themselves with a list of targeted keywords any longer than 10 or 12. Look to your SEO copywriter, whether freelance or in-house, for specific guidance based upon your unique business model, size, objectives, etc.
A keyword identification example in the case of an attorney
Suppose you are a lawyer in solo practice. Of course, you’d love to come up first whenever anyone, anywhere searches for an attorney or a lawyer. Well, it makes perfect sense to want that, and it certainly makes sense to telegraph to the engines that’s what your site is about. But when it comes to actually ranking higher and getting more traffic, you’d be wise to broaden your thinking. As quick examples: family law attorney, how much to write a will, inexpensive trust, lawyer near Beverly Hills, etc. The good news is there are many free tools online to help you identify potential keywords.
Where you or your SEO copywriting agency look to identify good keywords
Since you know your business or topic best, start by asking yourself which elements, products or services of your business are most likely to result in the best combination of high traffic with decreased keyword competition. Then, put yourself in the shoes of a prospect and ask, if he or she isn’t searching for me, what types of information might he or she be looking for? Then, I would take that initial brainstorm and couple it with what you can find by using sites such as Google’s keywords tools as part of their WebMaster toolkit and also offered in conjunction with AdWords. Did you know there are even sites that let you check up on your competitors’ keywords? Again, your copywriter of SEO company should be able to point you in the right direction for good keyword selection.