Nice to be in this group! I hope you’ve had a great start to the week.
I’m helping some family with their small business. They make stunning wearable art Aboriginal jewellery (commissioned art from artists in central Australia). The stories and artists and heart of their work is incredible so I’d love to help them reach more people. They particularly want to target the US/International with their online shop because they do markets in Aus and get a lot of local traffic that way.
Today we went through some of the process I learned in the SEO Certification course. We made it to the Moz Keyword Explorer with a solid user profile in mind and some keywords but almost none of the keywords had a Priority Score above 50 and a Difficulty Score below 40. We kept putting in word combinations for a good couple of hours and are now feeling a bit despondent.
So I’m wondering whether
- we take the best keyword phrase we found and just go from there (“wearable art” Priority 66 and Difficulty 50)
- we should keep searching and make the phrases even more specific (but we’re unsure the target market would search for them)
- we should choose a different target market (at the moment professional women 40-55)
- we should skip SEO on Google and just stick with an Etsy site and look into SEO through Etsy
I’d love your take if anyone has any wisdom! Feel free to hit me up with questions too.
thank you for reaching out to the Community! It’s wonderful that you’re helping this business, this sounds like a great initiative, I hope it reaches many people.
I wanted to ask a couple of SEO experts for their advice:
Great questions. First, let me say, it’s a marathon not a sprint. Lots of testing and adjusting when it comes to getting found online. Also, SEO means people are searching for something and it’s possible that wearable art like this could benefit from social media advertising. Putting beautiful pieces in front of the right people could get their attention better than trying to find warm leads for wearable art and jewelry.
However, to your question on what keywords and how to manage them, I offer these thoughts.
Have you taken some of the phrases and put them into answerthepublic.com? That’ll give you some interesting results on what people are searching for and you can create content around that.
Also, have you created a pillar page that’s a resource you can link all your content to? Maybe something like “How to Choose Sustainable, Wearable Art as Jewelry” could give you a place to talk about all the stories, link out to products, and link back to in blog posts talking about the art.
SEO is part science, part art. I thnk you’re on the right track with your planning. As you begin to execute, measure success with clicks and sales and I think you’ll start to see traction.
Thanks so much Dan! That’s very helpful. It sounds like it really is about testing different things out over time. I’ll have a chat with the owner and see what next steps they want to take.
You’re doing a great job and I wish you luck in the future.
Now coming to your question, as you said the business is small and they want to target US/International audience, well there’s nothing wrong in it but if the business is not a big name yet, I’d suggest you to establish it in the local audience for now.
For that, you can create/optimize your Google my business profile, list yourself on local online directories and more.
One more factor you need to keep in mind that different regions have different sorts of choice and taste. So it’s better to first acquire and retain some customers in your local market.
Now if we talk about your SEO related queries:
- You can definitely target the keyword “wearable art” and you can still rank on it. But you need to create a comprehensive landing or pillar blog that offers every information on the topic. Also you need to make sure that your post is better than the first 10 posts ranking on Google on same topic.
- You can be specific also and you’ll have to be. These specific topics would help you convert readers into leads/customers. For example, you can write a post “Things to keep in mind before buying wearable art” and connect it with your products.
- I don’t have great expertise in this market but I think you shouldn’t choose a different market but you can try for sure for testing.
- No. Do not skip SEO. SEO brings organic traffic which is the best form of traffic you can get. So stick to it, keep optimizing and I’d also suggest you to also optimize for other search engines like Bing, Ecosia, and more.
Not an SEO expert, so maybe others can correct me if I’m wrong.
I suggest adding Pinterest to your strategy. I’m guessing optimizing the account for similar keywords to what you would use for your website could help increase visibility.
Since your audience is over 40, they might enjoy Pinterest more than Instagram, for example. And you don’t even need to invest the same amount of energy in maintaining the account.
