By now, you are probably beginning to understand the role of keywords in search engine optimization(SEO), the impact they can have on your solar company’s website.
You’re probably also realizing that content is a huge component to a successful SEO strategy, and that your content needs to be tailored to address the specific questions and concerns that potential customers have.
One of the first steps in developing an effective content strategy is by conducting thorough keyword research. Effective keyword research will provide you with valuable insight into what your prospective customers are searching for and how those searches relate to services your solar business provides.
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Keyword research for your solar company SEO strategy
The old approach to search engine optimization was placing a lot of emphasis on the number of times a specific keyword is used, and not much else. That approach is no longer effective, and has become obsolete.
This does not mean that keyword research isn’t still important, it is. Particularly for solar providers who are in the process of developing a content strategy aimed at answering whatever questions their potential customers are asking.
A prospective customer is going to be looking for the answers to questions they have about symptoms they are experiencing, or issues they are having – this makes it challenging to predict which search terms they will actually use. It’s very possible they’ll use many different keywords to describe their situations.
Keyword research helps to eliminate the guesswork from your planning sessions. It enables you to learn about related topics, keywords, phrases, and unique search terminology – all of which will help you customize your content and engage your readers on a more meaningful level.
Here’s how we do it at AdInfusion:
Create a list of topics related to the areas of solar services your company practices
To start, consider, in a very broad sense, topics that would be relevant to your solar company’s service areas. For example, a Sacramento-based solar company may come up with topics such as:
- residential solar
- commercial solar
- types of solar energy
- solar energy savings
- solar installation rebates
Use those topics to come up with a list of keywords, questions and phrases for your solar company’s service areas areas.
(If you haven’t already, try creating a Solar Company client persona to help you get inside the mind of your ideal customer.)
Following the example above, our Sacramento solar company might choose some of the following items to list under “residential solar”:
- residential solar installation cost
- residential solar installation time
- tax incentives for residential solar installation
- types of residential solar panels
- residential solar process
The goal behind this process is to brainstorm general content topic ideas that your potential customers will relate to.
At this phase, you should think about questions that future customers are asking. A prospective customer may look for one of the following, for example:
- “how much does it cost to install solar panels?”
- “How long does it take to install solar?”
- “How much money can solar save me on my energy bills?”
- “Are solar panels safe for my house?”
- “Are there local, state or federal incentives for going solar?”
It is common for web searchers to ask detailed questions instead of searching for a few short words. It is nearly always beneficial to have a combination of short, basic keywords and phrases, and long, complex ones for each topic.
Research related search terms.
Working on the assumption that you have compiled a sizable list, you may find it challenging to come up with more ideas at this point. Try taking one of your keywords or phrases and running a search on them. Scroll all the way to the bottom of the page, and you will discover “related searches” that can give you even more ideas.
Here’s an example of what you might find in related searches if you search for something general like “types of residential solar panels”:
Note some of the other searches that are listed:
- “Sacramento solar contractors”
- “aztec solar”
- “solar panels Sacramento cost”
Now we have three new topics for our Sacramento solar company to write about.
A basic search phrase like “Are there local, state or federal incentives for going solar” could easily become several pieces of new content on a solar company’s website.
Let AdInfusion write the content for your solar company website
AdInfusion makes it easy to get great content for your solar company’s website.
We understand that most solar business owners are too busy to write their own content, or they just plain don’t want to, which is why AdInfusion offers content marketing solutions for solar companies of any size. Our content experts are experienced in how to use content to drive potential customers to your business, and we have contributed to some of the most successful solar providers in the state.
AdInfusion writes unique and highly effective content for solar websites and blogs that considers how your customers search and think. The result is superb content that not only educates potential customers, but compels them to take action.
Contact us today to learn how quality content can boost your solar company’s web traffic and conversion rates!