Digital Presence & Marketing Strategy

What is Keyword Research & Why is it ESSENTIAL in Digital Marketing?

Keyword research:

  • What is it?
  • Why is it important?
  • How do I get started?
  • What phrases should I go after?
  • And what are the next steps?

These are all important questions that need to be answered for any business owner that wants an effective digital marketing strategy.

What is Keyword Research?

And why is keyword research important?

Keyword research is the basis of digital marketing.

It’s how people find us online: on purpose & also accidentally.

Sure, they can find us by looking for our business name – and we should be found easily for this – but there are also keyword phrases that we want to be found for by people that don’t even know our business exists.

These future clients are looking for a specific solution to a problem.

They’re looking for a specific product or service.

They have questions about a product or service.

We should be the business showing up for those phrases!

We should be the solution to their problem!

And this is where keyword research plays a critical role – if we want to help people, we have to be found.

How do I start keyword research?

What keywords should I go after?

Sometimes keyword research can be confusing:

  • How do I get started?
  • What keywords should I go after?

The best answers to these questions start with more questions:

What do you want to sell most in your business?

What is the most profitable thing you sell?

What I most want to sell may not necessarily be the most profitable, but it could be a gateway into getting clients in the door.

What I most want to sell may be something that’s easy to fulfill or that I’m really good at.

Maybe that’s what I want be found for most.

There aren’t limits on what keyword phrases we can go after, but based on time and budget, we need to narrow it down.

A Keyword Research Example

I’m working with a medical spa right now and as we started keyword research, we found that they are being seen on search for thousands of different keyword phrases.

Not all keyword phrases are created equally though.

I’ve broken keyword phrases down into two different types of phrases:

  1. Buyer phrases
  2. Browser phrases

I can imagine you know which one you’d rather be found for.

The buyer phrase means the potential client or prospect has their credit card ready to do something, or at least they’re ready to make a decision.

They may not be ready to pay yet, but if we’re doing a service business, they’re ready to give us information or schedule an appointment or take the next step.

Phrases like “free information” or “how to _______” are more browser phrases than buyer phrases.

It doesn’t mean we don’t want to be found for those; it just means they won’t be the primary phrases we go after in our marketing efforts – at least directly.

Phrases like “laser hair removal” or “laser hair removal near me” or “laser hair removal in my specific city” – these are phrases we definitely want to be found for.

The medical spa offers these services, they’re good at these services, and if people are looking for that specific keyword phrase or phrases like that, we want to show up in the top of search results in our area.

We then want to easily direct those people to our homepage or subpage of our website so they can sign up, schedule an appointment and get the service they’re looking for.

What is the keyword research process?

Once we’ve determined what services or products we want to target in our marketing efforts, we start making a list of keyword phrases related to that product or service.

As a business owner, we may think of all kinds of keyword phrases that could be beneficial.

Some of them may be very, very specific.

Don’t Be Too Specific at First

I’ve been working with an eye doctor. As we talk about keywords and the services he provides, he’s given me keyword phrases that are very medical or technical.

It’s like he’s speaking in a different language sometimes 🙂

Only he and his colleagues would probably even know what those phrases are.

To help him get the right traffic, we decided to focus more on phrases like nearsightedness or farsightedness or Lasik surgery.

These are phrases the general public may be looking for. (We’ll talk more shortly on how we can find out.)

The medical name would not necessarily be a phrase that his ideal client is looking for. We can still explore it though.

Keyword Research Rules & Metrics

As we come up with our keywords and phrases, here are some helpful suggestions.

First, don’t go after one word phrases.

Sure, there are exceptions to this rule, but for the most part a one word phrase is very general.

The keyword “Shoes” for example.

What type of shoes are they?



Are they men’s?

Are they women’s?

Are they sporting?

Are they are they dress shoes?

Are they casual?

Sometimes just putting in one extra word can really define the type of product or service you’re offering.

Our recommendation is to start with 2 to 3 word phrases.

You can go after longer phrases as well.

These are called long-tail keyword phrases.

Long-tail keyword phrases are very specific, and, if someone is looking for that very specific phrase, they probably are a “Home Run” prospect or client.

Assessing Keyword Research Demand

Once you’ve done some keyword research brainstorming now we want to look at the demand for those phrases.

There are many tools online, some of which are free, that will tell us a high-level overview of what people are searching for.

We can put those keyword phrases in these tools and it will give us some numbers of average searches per month for that keyword phrase.

What I’ve learned in over 20 years of digital marketing is the higher the demand for a keyword phrase the more likely there will also be high competition.

It’s like the law of supply and demand: where there’s lots of demand there’s also going to be potentially lots of supply.

And the same is true with keyword research.

If there’s really, really high demand, we are probably going to also have to deal with a lot of online competitors.

Once we determine the demand for the keyword phrases, many keyword research tools will give us other suggested phrases to consider.

It’s important we assess these as well because sometimes phrases we haven’t thought of might be a perfect phrase to get us the traffic & conversion we need as a business owner.

Who are we competing against?

The next step in the keyword research process is to look at competition.

This can feel overwhelming.

There may be SO MANY competitors online, especially if I’m searching randomly.

For example, when I type in laser hair removal Utah I get pages and pages of results:

  • Paid Ads

  • Google Maps (based on where I’m located)

local SEO keyword research

  • Organic Rankings

keyword research organic seo rankings

How can we ever compete with these companies and get to the top of SERPs (search engine results placement)?

There’s a few ways we can find out who our REAL competitors are, especially for the top of search results.

One of the keyword research tools I use is called Ubersuggest by Neil Patel.

Ubersuggest will tell me the SEO and Paid Ads difficulty with a ranking score.

The lower the number, the better chance I have of getting to the top of Google for that keyword phrase.

Yes, this can give me hope, or it can scare me away from going after certain phrases.

But it’s data that can help my marketing decisions.

Another way we can assess REAL online competition is a function called allintitle:“the keyword phrase”.

This process can take time, but it really breaks down all the websites online that have this specific keyword phrase in their title tag.

This tells us the “real competition.” – the companies who are using the exact keyword phrase we want to go after in the title tags of their web pages.

Taking the Next Steps in Keyword Research

Once we’ve done all this keyword research, we now have an overview of the types of phrases that we can be found for.

Our homepage is the top priority: that’s where we want to use phrases that will give us the best chance to be seen.

But it’s not limited to our homepage.

If we’re offering a variety of products & services, we can use a lot of different keyword phrases on sub pages that are much more specific.

Remember: the homepage is the front cover of the magazine, but there are many pages to a magazine, and sometimes people can find our website coming from a side door or back door and not necessarily going right through the homepage front door.

This is an important thing to remember.

Now it’s time to get started.

Open a Google spreadsheet, put in the first column Keyword Phrase.

In the second column put Demand.

In the third column Competition.

We will start there.


If you need help with this or have questions, feel free to click on the link below.  This will give you a free download of the spreadsheet template we use for all our clients.

We’ll then start a conversation about your digital marketing goals.

Let us know in the comments below how this process is helping you with your keyword research & digital marketing.

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Digital Presence & Marketing Strategy,Website How To's

How to Leave a Google and/or Facebook Review

Leaving Positive Online Reviews: Step-by-Step Guide

Here’s a step-by-step guide on leaving positive online reviews for companies on Google and Facebook:

On Google:

  1. Find the company:
  • Open on your computer or mobile device.
  • Search for the company’s name.
  1. Access the Review Section:
  • You should see the company’s Google listing on the right hand side if you’re on desktop or somewhere similar on mobile devices.
  • Scroll down until you see “Reviews” or a similar section.

  1. Rate and Review:
  • Tap or click the star rating you want to give (5 stars being the best).
  • In the text box, write your positive review highlighting your experience. Be specific and mention what impressed you.
  • (Optional) Add photos or videos to support your review.

  1. Post Your Review: Tap or click “Post” or “Submit” to publish your review publicly.

Do you need a gmail email to leave a google review?

You actually don’t necessarily need a Gmail email address to leave a Google review! While Google initially prompts you to sign in, there’s a workaround:

Here’s how to leave a Google review without a Gmail account:

  1. Reach the review section: Follow the usual steps to find the company’s Google Maps listing and scroll down to the “Reviews” section.
  2. Click “Write a review”: This will prompt you to sign in.
  3. Click “Create account”: Google will try to direct you to create a Gmail account.
  4. Choose “Use my current email address instead”: This option appears below the “Create account” button.
  5. Enter your preferred email address (non-Gmail): Google will verify the email and allow you to write your review.


  • You’ll need a valid email address regardless of being a Gmail account.
  • This workaround might not be readily apparent, so don’t hesitate to explore the options before assuming a Gmail account is mandatory.

On Facebook:

  1. Visit the company’s page:
  • Open Facebook on your computer or mobile device.
  • Search for the company’s name and open their official page.
  1. Find the Review Section:
  • Look for the “Reviews” tab or section on the left side of the page.

  1. Recommend and Review:
  • Click “Yes” next to “Do you recommend [Company Name]?”
  • In the text box, write your positive review similar to Google, mentioning why you recommend them.
  • (Optional) Add photos or videos to enhance your review.
  1. Post Your Review:
  • Click “Post” or “Submit” to publish your review publicly.

Additional Tips:

  • Be authentic and specific in your review. Mention names of employees who provided exceptional service if applicable.
  • Proofread your review before posting to avoid typos or grammatical errors.
  • Respect the platform’s review guidelines.
  • Leaving a positive review takes only a few minutes and can make a big difference for the company.

Remember, your feedback helps businesses grow and others make informed decisions. So, share your positive experiences and contribute to a better online community!

Digital Presence & Marketing Strategy,Website Performance & Design

Clearing Your Browser Cache Across All Platforms

Ever feel like your web browsing is sluggish, pages take ages to load, and websites seem oddly outdated?

It might be time to declutter your digital life by clearing your browser cache.

Think of it as a spring cleaning for your online activity, removing temporary files and outdated data that can bog down your browsing experience.

But wait, what exactly is a cache, and why does it matter?

Let’s break it down.

What is a Browser Cache?

Imagine your browser as a tireless shopper, visiting your favorite online stores (websites) and snapping up the latest deals (web content).

To save time on future visits, it stashes away copies of frequently accessed items (images, scripts, pages) in a virtual closet – the cache.

This speeds up loading times, making websites appear familiar and snappy.

However, just like a real closet, a cluttered cache can become counterproductive.

Over time, it accumulates outdated information, broken files, and irrelevant data, like that neon green sweater you swore you’d wear (but never did). This digital clutter can slow down your browsing, cause compatibility issues, and even hinder website security.

Why Clear Your Browser Cache?

Clearing your cache is like giving your browser a fresh start. Here are some key benefits:

  • Improved Speed and Performance: A clean cache allows your browser to access the latest website versions directly, eliminating the need to sift through outdated files. This translates to faster loading times, smoother scrolling, and a more responsive browsing experience.
  • Enhanced Security: Outdated cache files can harbor vulnerabilities, making your system susceptible to malicious attacks. Clearing your cache regularly reduces this risk by ensuring you’re accessing the latest,most secure versions of websites.
  • Troubleshooting Website Issues: Sometimes, cached data can get corrupted or interfere with website functionality. Clearing your cache can often resolve issues like broken layouts, missing content, and unexpected error messages.
  • Frees Up Storage Space: Cached files, especially images and videos, can eat up valuable storage space on your device. Regularly clearing your cache can reclaim this space, improving your device’s overall performance.

How to Clear Your Cache: A Browser-by-Browser Guide

Now that you understand the importance of clearing your cache, let’s dive into the specifics for different popular browsers:

Clearing Google Chrome Cookies & Cache

  1. Click the three dots in the top right corner and select “History.”
  2. Click “Clear browsing data…” on the left sidebar.
  3. Choose the desired time range (e.g., “All time”) and ensure “Cached images and files” is checked.
  4. Click “Clear data.”
    Image of Clearing Browsing Data in Google Chrome

Clearing Firefox Cookies & Cache

  1. Click the hamburger menu (three horizontal lines) in the top right corner and select “History.”
  2. Click “Clear Recent History…”
  3. Choose the desired time range (e.g., “Everything”) and select “Cache” under “Details.”
  4. Click “Clear Now.”
    Image of Clearing Recent History in Firefox

Clearing Safari Cookies & Cache

  1. Go to the “Safari” menu in the top menu bar and select “Preferences.”
  2. Click the “Privacy” tab.
  3. Click “Manage Website Data.”
  4. Search for specific websites or click “Remove All” to clear all cached data.
    Image of Managing Website Data in Safari

Microsoft Edge Cookies & Cache

  1. Click the three dots in the top right corner and select “Settings.”
  2. Go to “Privacy, search, and services” on the left-hand side.
  3. Under “Clear browsing data,” click “Choose what to clear.”
  4. Select “Cached images and files” and choose the desired time range.
  5. Click “Clear Now.”
    Image of Clearing Browsing Data in Microsoft Edge

Bonus Tip

Most browsers offer keyboard shortcuts for quick cache clearing. On Windows, press Ctrl+Shift+Delete, and on Mac, press Command+Option+E.

Remember: Clearing your cache won’t delete your browsing history, bookmarks, or saved passwords. It only removes temporary files.

How Often Should You Clear Your Cache?

There’s no one-size-fits-all answer, but a good rule of thumb is to clear your cache once a month or whenever you experience sluggish browsing, website issues, or storage space constraints. For heavy web users, clearing your cache more frequently (weekly or bi-weekly) might be beneficial.

Need a website refresh?

We specialize in crafting modern, user-friendly websites that optimize performance and engagement.

Closing Thoughts:

Clearing your browser cache is a simple yet effective way to optimize your online experience.

By decluttering your digital closet, you can enjoy faster browsing, enhanced security, and a smoother overall web experience.

So, hit that “Clear” button and give your browser a fresh start.

In addition to clearing your browser cache, consider giving your website a fresh start with a redesign by WEB801.

We specialize in crafting modern, user-friendly websites that optimize performance and engagement.

Whether you need a complete overhaul or a strategic refresh, WEB801 can help you achieve your online goals.

Contact us today for a free consultation and discover how we can elevate your website to the next level, just like clearing your cache declutters your browsing experience.

Remember, a clean, modern website not only improves user experience but also boosts search engine optimization, attracting more visitors and potential customers.

Let WEB801 help you unlock the full potential of your online presence!

Digital Presence & Marketing Strategy

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