How Keyword Research Can Help Your Business
In a previous article, Waymo, Google’s Self-Driving Car, we looked at a fictitious business, the Jasmine Thai restaurant and what its plan of action should be, now that their Google My Business listing displayed that they had wheelchair access. My immediate suggestion was that any business should supplement the information with a photo or perhaps a brief video, shot on a phone, which could help ease the minds of customers for whom that was an issue. If it was very low-budget, it would probably consist of a spoken commentary, accompanying a visual walk-THRU of the wheelchair access area – up the ramp and into the restaurant. My guess is that the ad-lib commentary would probably include the keyword “wheelchair access” and be sprinkled with more than adequate colloquial descriptions of the ramp being “wide enough” etc. – I hope you get the idea.
The Keyword Research Twist
However, if the Jasmine Thai were my client, I’d suggest developing that same video into something through which they might maximize their benefits with just a little planning and the addition of some relevant INFO. The first step would be to do some Keyword Research on the phrases like “wheelchair access restaurant wollongong” & “wheelchair access restaurant wollongong” . Here’s a range of the kind of information-rich keywords that we might then consider weaving into the voice-over accompanying their modest, hand-held video:
improved street access for wheelchairs & prams
Disability Discrimination Act guidelines (Australia) / Americans with Disability Act accessibility guidelines (USA)
entrance / entrance doors / table height / tables / bathrooms /
NOTE: With amateur talent, it’s often better to allow them to improvise around points rather than get them to read a script but I’d hope that the final version would go something like:
Establishing shot: The Jasmine Thai is proud to be a wheelchair-friendly restaurant.
Walking up the ramp: As you can see, we’ve got plenty of room on our ramp for wheelchairs and prams – it’s been built along Disability Discrimination Act accessibility guidelines…
Entering the restaurant: …so, entering should be no problem for you…
Shot of interior of restaurant:…Our tables, table heights and bathrooms are also DDA compliant and of course, if you need any assistance, our staff is always ready to help you.
So, while keeping the voice-over reasonably chatty and colloquial, we’ve still got plenty of keyword-rich information that should satisfy both the Jasmine Thai’s clients and Google My Business.
Possible SEO Benefits
Now, this is where it gets interesting. Here in Wollongong, Australia, December 2016, the Search results for “disability access restaurant wollongong” is pretty dire for individual restaurants (there are 3 in the Top 20) and Windjammers is the only one on Page 1, discovered via a well-regarded Directory listing (for more INFO on what they are, see: Citations)
Since Youtube videos tend to rank well – all things being equal – it’s likely that the Jasmine Thai’s video would rank #1 in Google for that (and similar) Search terms, possibly even for terms like “pram access restaurant wollongong” and end up landing them a steady trickle of new customers. My prediction is that the video would also provide them with them an overall SEO boost (resulting in more traffic), which would probably continue until one of their competitors came up with a better or more professional video.
So, that’s how Keyword Research can help your business. By broadening the range of keywords – while still remaining within the parameters of normal language – you can widen the scope of the information on your site’s pages and probably, help your business grow. So, if you want some help with that, we’re here.