Writing copy includes the words on the webpages, as well as in the meta data. It’s imperative that the keywords are included within the text on the website in order to match the meta data - title tag and description.
Think about what words you’d want to be searched for when someone is looking for a photographer in the western suburbs or a place to eat in Hinsdale. Google uses long-tail keywords - meaning getting inside the head of an individual and what questions they might write within the search result. Don’t focus so much on two words like “restaurant La Grange”, rather focus on embedding words like “what is the best restaurant in La Grange”. If you have a blog, this is going to be a great place for you to optimize for these words.
Then, see how your competitors are ranking and for what keywords. We have some tools that will analyze your competitors for their keywords to assist you with developing your list. Do your market research in order to compete.
Finally, ask your family, friends, business acquaintances. If you’re a new business, tell them a little about it and ask what they would search to find you. If you’re already established, ask your current clients or customers how they find you when they search in search engines. Actual experience trumps everything.
Optimize by starting with the low-hanging fruit. See where you website is already successful by trying out a few keywords in a search engine. On Page One already? GREAT! Keep going by adding more density for those keywords.
What you don’t want to do it write “SEO Firm, SEO Firm, SEO Firm, SEO Firm” …. over and over again. Your words needs to be written as actual content and not spammy like mentioned above.
Start with 10-15 words and slowly add on another 10-15, etc. This will allow you to accomplish your goal for some keywords, see the ROI, determine the next ones, and keep chugging along.