SELECTING SEARCH TERMS

Aside from popularity, having a site FULL of rich text is the MOST IMPORTANT thing you can do to ensure the best natural ranking in the search engines for your website. For the purpose of illustration, we will give you our rules as if you have a company that does commercial roofing repair. Once you grasp the basic idea, you can apply these concepts to your own site.

Rule 1:

Don’t be too generic

It will be next to impossible to rank highly for a single search term like “roofing.” One problem with single-word search terms is that they are used by many types of businesses. Any company that offers roofing supplies, roofing products, roofing installation, or other roofing services is going to be using and competing in the generic term, “roofing.” Secondly, it is often big corporations, who have huge link networks and large SEO/web development budgets that will have already firmly secured those highly-prized rank positions. Lost in a sea of irrelevant search results after inputting in a generic search, a consumer will eventually use a more specific search phrase when looking for a specific product or service. That’s where you try to capture them. If your company repairs roofs on commercial buildings, then the search phrase “commercial roof repair” is a much better search phrase to optimize because it is more specific to what you actually do (and you do not have to compete with websites that are not your true competitors.)

Rule 2:

Be regional if your business is regional

Because your services are location-specific (you don’t repair roofs in New York) your search phrase should also be location-specific. “Fort Worth Commercial Roof Repair” is even more specific to your audience and prevents you from having to compete with New York roof repair companies.

Rule 3:

Test Your Search Phrase

Put your search phrase into Google and look at your online competitors for this term. If the results are companies that do not offer the same kind of services you offer (where you offer it,) then maybe the search phrase is not specific enough to what you do. If the results are your local competitors, then you probably have it just right.

Rule 4:

Scope Out the Competition and Do Better

Once you have determined your target search phrase, go back to Google and input your search phrase. Visit the the five top-ranking web sites. (Ignore the “sponsored” listings; look at the websites that rank at the top of the list, naturally.) At each site, look at how much they talk about this product/service that you offer. You should plan to write about it more than they do to rank higher than them.

Rule 5:

Repeat rules 1-4 for each term you want to optimize

In this case, you will also create text (preferably one page on your site for each term you use) for:

  • Fort Worth commercial flat roofs
  • Fort Worth flat roof repair
  • Fort Worth commercial roof installation
  • Fort Worth roof repair estimate
  • etc. You get the picture