Why your equestrian marketing strategy must include a keyword analysis

You have a website, it’s optimized, it showcases your services and/or sponsors, news, etc. beautifully.

So why is no one contacting you or even noticing you online? In this post, I will address one of the fundamental components of your online equestrian marketing – keyword analysis.

One of the big downfalls I see among equestrian professionals is that far too many starts to build their website, Google Ads campaigns, and even their SEO strategy without having a keyword analysis at hand.

But hey, why is a keyword analysis important in the first place – and what can you use it for?

Why your equestrian marketing needs a keyword strategy

Let’s start from the beginning. Most people, when looking to find a specific product or service online, start with using a search engine. The most well-known search engine today is Google – I’m sure you heard of it before. Today, 95% of all searches start on Google. This is quite relevant to take into account for your equestrian marketing strategy as people could be typing in search queries that match your equine business’ services. This could be anything from dressage/showjumping lessons, to boarding availability, pony clubs, a certain horse breed, etc.

The common denominator for all searches is that they type search terms into Google that can consist of one single word or a whole sentence. This is what we call keywords.

Examples could be dressage lessons in XX town, tack shop opening hours, stud fees or whatever the person in question is looking for at that specific time.

Some of these search queries are unique and are only typed in a few times a year while others are repeated several thousand times a month.

A Google keyword analysis is a list of keywords that are highly relevant for your equine business. This list will also reflect how often a specific word is searched for per month. On top of this, you can choose to include insights like Google Ads click prices, a competitive analysis, the current ranking of your equestrian website, etc. However, the most fundamental component is just the keywords or search phrases, and information about how often they are searched for.

The purpose of adding a keyword analysis to your equestrian marketing strategy

But why is this keyword analysis such a crucial part of your online

equestrian marketing?

Well first of all it can help you to better understand your potential clients. What exactly do your clients search for when looking for the type of services you provide?

Secondly, it gives you a really good idea of which words and sentences you should include on your equestrian website – that is if you want to be visible to search engines when someone types in queries relevant for your equine business.

I will go so far as to say that keyword analysis is one of the fundamental tools for your equestrian marketing. You can apply it when optimizing your website or adding articles, blogs, and news items to your website.

It’s important to note, however, that a keyword analysis can be used in other elements of your equestrian marketing too – an example would be if you upload videos to a YouTube channel, or if you share content on social media. You see the chance of these pages being shown the search engine results in relevant search queries are worth including as a part of your equestrian marketing strategy. The keyword analysis can also be a big help when considering which hashtags you should choose to implement, as popular keywords (in many examples) are also popular hashtags.

There is another discipline where your equestrian marketing should apply a keyword analysis – namely your Google Ads. Your keyword analysis can give you a great overview of which campaigns could be of interest for your equine business, and which keywords should be included in your equestrian marketing campaigns.

Prioritizing keywords in your equestrian marketing

Not all keywords are relevant – usually, the more specific keywords are better than the broad term keywords.

For instance, say you are a Friesian horse breeder in Vermont – then the keyword “Friesian horse” with about 50,000 searches per month in the USA might sound pretty tempting to use. But just how many of those 50,000 people typing in that specific keyword do you think are looking to buy a Friesian horse?

Well okay, probably some people are but hardly enough to make it worth the resources needed to be visible on such a competitive keyword.

In this particular example, a keyword such as Friesian horse for sale with 2400 searches per month, or 'Friesian horse breeders USA' with 10 specific searches per month be much more relevant keywords and be a lot easier for your equine business to gain visibility on.

Another thing your equestrian marketing should take into account is where in the purchasing phase are your clients.

Are you looking to aim at people looking for more general information about Friesian horses before deciding whether it is the breed for them, or are you looking to target clients that already have their minds made up and are ready to buy?

There will naturally be a huge difference in the conversion rate of these two search terms, so take into consideration where in the buying process do you want to attract clients.

Although it’s a great idea to draw overall attention to your equine business when your customers are looking for information, it is usually the client that chooses to act that has the greatest value.

How to find the right keywords for your equestrian marketing strategy

Selecting the right keywords for your equestrian marketing strategy can be quite a process. You can use tools like Google Analytics and Google Search Console to get an idea of what keywords people use to find your website. You can also use more specific keyword tools like Google Keyword Planner, Ubersuggest, or SEMRush. Finally, you can also take a close look at your competitor’s website and try to get an idea of what keywords they are optimized for.

To sum up it’s all about collecting keywords from different sources and then subsequently prioritizing them so that end up with a list that is the most relevant to your equestrian marketing.

We are coming to the end of this blog post, and I hope you can see just how important a keyword analysis is for your equestrian marketing strategy. It is one of the fundamental components of successful online marketing and it should build a strong base for your equine business to stand on.

Without an adequate list of your most important keywords, you will always be in the dark when it comes to creating Google Ad campaigns, new content for your website and your social media accounts.

Do you need help with developing a professional keyword analysis that will leverage your equestrian marketing?

Please have a look at our Equine SEO packages or contact me for a 30 min complimentary consultancy call.

I look forward to helping your equine business more visibility online.

Tally-ho and best of wishes with your keyword analysis!

Claire