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Professional Services Marketing: How to Use Keywords for Dummies

[fa icon="calendar"] August 25, 2015 - Fred Thompson

Business man looking at puzzle pieces in: Professional Services Marketing: How to Use Keywords for Dummies

Industry leader Moz, posted an article entitled, “The Beginner’s Guide to SEO.” It's a great article, but after reading it, I said to myself, “This can be simpler than that."

If you’ve been hanging around the Internet for a while, you’ve either heard about or read that keywords are important. Yes, they are important. In fact, they serve as the backbone of any good SEO tactic.

Professional services marketing trends today, focus more on leveraging the power of Inbound marketing—using the Internet—than they do on using conventional marketing.

Today, publishing is more important than ever, and write great optimized (SEO) content is key. But SEO tends to have a mystique about it when it really should not have. In this article, I’m going to radically de-mystify the SEO tactic of using keywords in professional services marketing. In fact, I’m going to show you how to find and use keywords without doing any research, and without using any software whatsoever.

Step 1) Focus on Your Persona

Whether you’re writing a blog post or a social media post, you need to first focus on whom you’re writing to. If you’re posting about your services, your dog, or you’re latest project, you are way off the map in your goal of attracting visitors to your website. Visitors equal leads.

Let's look at an example:

You’re an engineering consultant.

One of your key capabilities is: project strategies and project management. Real people are out there who want to hire someone like you. So you are writing to those people, trying to address their pain-points, and supply answers to what they’re searching for on the Internet.

Thus, your key persona is someone who is at some state of considering to start a project—say construction.

Step 2) Pick a Title

The key to picking a title is having an idea of your persona’s pain points. In this case, I want to write about the mistake of not having a good management plan in the beginning. Here’s my title, "8 Early Mistakes that Will Kill your Commercial Project Management."

Step 3) Pick Two Keywords

Since, “management” is my topic, and “management mistakes” my subtopic, I’m choosing these two keywords:

Keyword #1: commercial project management

Keyword #2: construction management mistakes

Step 4) Start Writing

Write an article that’s at least 500 words long, and use those two keywords 2-3 times each, at most. Don’t overdo this. If you can’t use your keywords in natural language most than a few times, that’s fine.

Step 5) Include META Tags

Meta tags are generally limited to meta descriptions. A good meta description is a short synopsis of your article. Include one of your keywords in that description.

What’s the point in all of this? Helping visitors to find your posts. When someone searches in Google and happens to use your keyword, your article will display in search results with that keyword shown in bold face type, and in a contrasting color.

Image of Meta tag in search results: Professional Services Marketing: How to Use Keywords for Dummies

 Again, the point is, when someone is searching for professional services to satisfy their query, your post will appear prominently in the results.

If you’re using marketing software (remember, you don’t have to, but it’s helpful!), the software can point out optimizations you still need to do, or fix.

Image of Hubspot's meta optimizations in: Professional Services Marketing: How to Use Keywords for Dummies

The screen shot above shows Hubspot’s check-up on how I’m doing as I’m writing this blog post. Want a free trial of the Hubspot software suite? Click here.

Step 6) Optimize Image ALT Tags

Let’s keep this really simple. So you have downloaded an image to use in your article. The image description reads, “man in yellow suit.” Change that to something relevant to your blog title, using a keyword, and make it descriptive. Following our example, the following description would work: “Photo of a man in a yellow suit helping as an engineering consultant in commercial project management.”

Step 7) Link Internally

It’s important, from both SEO and a visitor perspectives, to link to other articles you’ve written. Doing so creates a matrix, interlinking your articles, so that both search engines and visitors can find all your content, not just some of it.

How to do this?

  • Consider publishing a series of articles, using similar keywords, and linking between the articles.
  • Make a map of your website’s static pages and link to those pages from your blog articles.
  • If you’re writing about one topic frequently, consider making a static page on your website highlighting that topic, then write articles building on that topic, and linking both to other articles and to that static page.
  • If your article can relate to an offer on your website, create a landing page for that offer and link to it.

Step 8) Use SEO-friendly URLs

Depending on your publishing platform, you’re software should take your awesome post title and turn it into a URL with each word separated by a hyphen, like this: professional-services-marketing-how-to-use-keywords-for-dummies.

If you’re geo-targeting some of your content, adding the regional location to the URL of each page or post, especially landing pages, can create a better SEO environment. In such cases, the geographical location becomes a keyword.

Google’s Official Webmaster Central blog states, “It’s difficult to determine geotargeting on a page by page basis, so it makes sense to consider using a URL structure that makes it easy to segment parts of the website for geotargeting." (Source: Search Engine Land)

For example, if you have a page with content only applicable to persons living in the state of Texas, your URL could look like this: Does this make sense? Search engines and visitors will see the keyword “texas,” and know the content you’ve published is for them specifically. Be careful with this though, because you stand to lose search ranking for everyone outside your geo-targeted area.

Key take-a-ways from this article:

  1. Whether you use software to help you or not, using good keywords is the best SEO tactic to getting found.
  2. Before doing anything, focus on your audience.
  3. Use keywords your audience might search for but that also are relevant to your topic.
  4. Don’t over use keywords. Don’t use more than 5 of the same keywords on any page.

What to learn ALL the ways you can get leverage the power of keywords an inbound marketing? Get our free e-book today!


Essential Step by Step Handbook to Internet Marketing

If you’re using marketing software (remember, you don’t have to, but it’s helpful!), the software can point out optimizations you still need to do, or fix.

Topics: SEO (Search Engine Optimization)

Fred Thompson

Written by Fred Thompson

Fred Thompson is the owner of New Destiny Media; Fred loves working side-by-side with business owners to create successful marketing campaigns that grown their business. When Fred is not working, he is spending time with his three very active children at home. He is an avid problem solver (MacGyver), Loves anything Martial Arts related and Social Media gets him excited about work.