SEO for New Websites: Chart an Informed Keyword Strategy

One of the most accurate methods of keyword research is to examine your website's data files. Looking at the search queries your visitors use to find your website gives you proven keywords to optimize for in your search marketing efforts.

But what if you've got a new website with no search history? How do you find the right keywords to target?

For new websites, check the level of competition in the search engines for the keywords you're thinking of targeting through Search Query Analysis. This method of keyword research will tell you the competition level for a specific query space, so you can plan an intelligent keyword strategy for the launch of your new website.

Things to Look for in Your Search Query Analysis

When assessing the competition in a particular query space, look for an abundance of optimized search results: identical bolded keywords in the title, the site description and the domain/URL. Note the number of pay per click ads also. Paid advertisers target lucrative searches, which can be the most competitive.

To get an idea of what I'm talking about, run a search query for "New York Foreclosures." This query has more than 18 million search results, with listings from super-optimized, seasoned, established companies with a ton of back links. For a new website, getting a top ten ranking is virtually impossible.

So what's the solution?

Stiff Competition in the SERPs Calls for a New Strategy

If you're a new website, competing with sites that have high domain trust on their side and trying to outrank them from the get-go is pointless. Once your new site gains trust, age, good content and back links, you can reevaluate a strategy of going toe-to-toe with the big boys.

But until that point, it's best to avoid these search spaces altogether. Instead, try these competitive search tactics.

Query Tactic #1: Follow the Long Tail

With a new website, one strategy is to optimize for the long tail of search. The long tail logic is that the more specific (and expanded) you are with your query string the less competition there is in the SERPs. And for a new website, less completion is good. Another advantage of targeting long tail keywords is that these very specific search queries speak to customers who are much closer in the final stage of the buying cycle.

For example, a searcher who types in the query "dog food," may just be gathering information. A searcher typing in "Purina dog food," is now focused on a specific brand and further along in the buying cycle. A search query for "buy Purina One dog food" is highly specific and indicates a customer ready to purchase.

Point being, by targeting the long tail, you not only avoid the competition but you increase your chances of reaching customers who have made a decision to buy.

Query Tactic #2: Discover What Makes You Different

The other way to approach a competitive search query is to zero in on what makes your company unique. You may have to think long and hard about what distinguishes you from your competitors, but it's well worth the effort in the long run. For example, if you're a bakery, maybe what makes you unique is you use only organic flour; or you're a plumber with 24 hour emergency call service; or you're a hair stylist who caters to kids.

Once you do settle on your distinct competitive advantage, optimize for it on your website. This approach entails authoring tightly themed, highly relevant pages around your distinct business features, with content that speaks at length about your unique aspect. Doing so will separate you from the pack and make it much easier for those subject-specific web pages to rank high in the search engine results.