SEO and Firearms – Part Two – Keywords are…key

July 10, 2018
July 10, 2018 BrentAlpha

Keywords. you probably hear about them every single day, multiple times and filter it out. Either because your just don’t understand what the hell the are, or don’t care.

But ignoring them will kill you.

SEO (Search Engine Optimization) as we discussed in Part One is about people finding you in search engines. The search engine has little programs that “crawl” your website an index everything, then that index is stored at the engine. When someone searches, it looks at that data with a very particular eye (the algorithm) and pulls relevant returns from the vast ocean of websites on the internet. What people type into Google etc are “keywords”.

So how are SEO and keywords connected?

At the most fundamental level, you need to have to words that people would use to search for you product or service, on your website.

Keywords 101

Yep, that’s it. SEO 101 is figuring out what your customers would type into a search engine to find the product or service you are selling, and putting those keywords in you website in product descriptions, about pages and blog pages. The term “keyword” can be misleading here, as they can be composed of several words.

For instance, lets say you sell grommets. If you made them you might have the word grommet on you page by default. So your keywords could be:

  • grommet
  • grommets Canada

But to really convince Google that you are an expert in the grommet field, you should have some more descriptive language in your product descriptions like:

  • custom grommets
  • Canadian custom grapple grommets
  • cerkoted grommets
  • painted grommets
  • super strong grommets

So you product description might look like:

“ZerpCo. grommets custom grommets are the state of the art in custom grommet technology. Cerkoted grommets are our speciality, with 48 hour turn around times and a 1 year guarantee. If you are looking for Canadian custom grapple grommets, these are the right grommets for you.”

This is a simplified example, but you get the idea. Make sure your language matches the language your customers are going to use to find your products in a search engine. This not only forces you to really study your product copy and get a real grasp of the product or services key advantages, but it makes your pitches stronger and more powerful on other mediums, like brochures and print advertising. Now there are more advanced keyword approaches, but this is 101 remember? Get this done FIRST. Before you start to worry about keyword generators and back linking.

And yes, it takes time. Unless you have a SME (subject matter expert) that you can outsource to….oh wait…insert shameless plug here…that’s what we do. Or we can guide you on how to do it yourself, which will always result in better results.


Because who knows your products better than you do?

Stay tuned for Part Three – Site Structure


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Brent is a long time IT guru, ex-Army Reserve (no tours) gun loving fool who parlayed his IT and firearms addictions into a filmmaking and marketing career. He has been in the firearms/tactical sector in Canada and the US in various roles for 12 years. Currently he is CEO at Telos Alpha, CTO at Telos One, and volunteers his time and skills at Quinte Humane Society and the Trenton and Belleville Military Family Resource Centers.

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