Welcome to Part 2 of our 6-part series on SEO for escape rooms that covers Keywords.
Our SEO Series for Escape Rooms includes:
- Part 1: Crawlable Pages
- Part 2: Keywords
- Part 3: Authoritative Content
- Part 4: Structured Data & Rich Snippets
- Part 5: Page Speed & Security
- Part 6: Local SEO (coming soon)
Table of Contents
In order to identify your target keywords, you need to do a bit of brainstorming/research. You should have in mind the searchers intent when searching with that keyword and optimize your SEO strategy accordingly. Ideally, you should find a primary keyword and hopefully a set of related secondary keywords that share the searcher’s intent. I would assume that in almost all cases, your user intent will be booking an escape room.
An obvious keyword to start out with is your location because someone intending to book an escape room will almost always search a specific area. So, the first keyword/phrase to include in your website content is “Escape Room **Your City**”
Similarly, you may want to include details about your location (city, county, state, nearby attractions etc.) For example, if your escape room is in Orlando be sure to mention Disney World, that way your website will appear in Google when searchers type in queries like “escape rooms near Disney World.”
Another important set of keywords to include are industry terms. The escape room industry is fairly new, and how people describe escape rooms often varies around the world. So people looking to book an escape room may not use the exact words “escape room.” Instead, they make a search for terms like
- “escape game:
- “room escape”
- “exit game”
- “puzzle room”
As such, it makes sense to pepper your website with a few different industry terms to cover all your bases.
If you are having a hard time thinking of keywords, you may want to check out your competitors’ websites to see what words/phrases they are using.
Using Google Keyword Planner
Once you are done brainstorming keywords on your own, and checking out your competition, you may want some professional help! Fortunately, Google has a great keyword tool that will allow you to get started quickly with pretty much zero technical knowledge. To get started with Google keywords:
Step 1: Go to the Google Keyword Planner tool
Step 2: Click “Find Keywords”
Type up to 3 comma-separated keywords, phrases or URLs related to your business. Again, it is important to think local here. Again, try using your competitors’ websites to find relevant keywords.
Step 3: Click “Get Started”
Your results should look something like this…
You may notice that the high volume search terms are some of the least competitive. These are the low hanging fruit keywords you want to target. You are going to get the most wins for the least amount of effort here.
Please note that the above competition is based on bid pricing and activity within paid search, and is not a completely accurate representation of the keyword’s competitiveness within organic search, but it is a good start to know what keywords to optimize your content for.
Also note: to access the Google Keyword Planner tool, you must already have a free Google AdWords account set up. UPDATE BELOW!
Access Google Keyword Planner Without an AdWords Account!
One really annoying thing about the latest iteration of Google Keyword Planner is that users must have a Google AdWords account to access it. That means you have to set up an ad campaign, input your credit card info, begin your ad, then cancel it before you can begin using the tool!
Luckily, this has been a common complaint so…
After doing a bit of research, we found a workaround.
Check it out.
Click on the following link: adwords.google.com
Enter your billing information like location/email/currency to sign up (but not card details or payment method)
After signing up, Go to tool icon (wrench or gear icon) in the top right corner and then select the “keywords planner” under “planning” section.
Start using the Google Keyword Planner!
An Alternative to Google Keyword Planner
Until fairly recently, the Google Keyword Planner was a standalone tool that didn’t require a Google AdWords account. This was awesome! Now, you must register for Google AdWords, start a paid ad, then cancel the ad (or not) before actually exploring the Keyword Tool. This is a huge turn off for those who just want to explore the tool and not give up their credit card information.
While we do love the Google Keyword Planner, we understand that some of you won’t want to deal with the runaround. That’s why, as an alternative, we suggest using a free tool called UberSuggest. Founded by SEO guru Neil Patel, UberSuggest does not require any registration whatsoever, is simple to use, and pulls the same data as the Google Keyword Planner.
Click to check out UberSuggest!
Once you have compiled a list of keywords, you can actually write about them. Be sure to use keywords intelligently, rather than shoving them awkwardly into your content. Do not cram in a bunch of keywords in a row. Instead, weave them naturally into your sentences and put them in parts of your website that make sense.
Obviously, your homepage is an important part of your website, and you will want your headline to include keywords, for example, “Escape X, Denver Colorado’s Premier Escape Room.” You should also try to include keywords in your room descriptions.
An FAQ section is a great place to incorporate useful keywords because there is a lot of text to weave them into. For example, you can discuss what an escape room is (and insert industry terms), you can give a detailed description of your location (and insert appropriate keywords for your area), and talk about what makes your escape game special (and insert keywords that highlight your rooms).
An About Us page is another text-heavy page with long paragraphs where you can include keywords.
Wherever you insert keywords, make sure your sentences/pages still flow. Your website should be easy for players to read, and not just be a ploy to appeal to search engine crawlers. In fact, search engines are very good at detecting keyword stuffing, and will actually penalize you for doing it.
Thoughtfully incorporating keywords into your content is an important step when it comes to SEO. Be sure to check out our next SEO article discussing Authoritative Content!
Click to see our Escape Room SEO Overview!
Brad Kendall is the Co-founder and Chief Technical Officer at EscapeAssist. Brad became obsessed with escape rooms in 2015, but was frustrated with the lack of user-friendly websites and booking systems. In 2016 he set out to build a better solution for escape rooms by designing the EscapeAssist All-In-One Software.
Brad has over 10 years of technical experience, and has worked with and/or founded tech companies in California, New York, Canada, and London. He has acted in both technical and non-technical roles to implement successful tech projects for various fortune 500 companies.