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The term ‘keyword’ sounds pretty self-explanatory when it stands alone. But without a solid understanding of the term and all of its capabilities, you won’t ever fully grasp onto all of the importance that this small little word holds in the SEO world.
Search engine algorithms are pretty smart. They can now auto-detect keywords and rank pages automatically based on their keyword optimization. The more keywords that you sprinkle throughout your web content and blogs, the more likely it is that people will find your site via search engines.
Basically, what this means is that when a website is optimized, it “speaks the same language” as its potential visitor base.
Keywords are what drives traffic to specific URLs.
So now that we’ve covered the basis of keywords, let’s cover their importance to search engine optimization.
One strategy for utilizing these keywords is to include the top keywords in your most visited pages/areas on your site. This could range anywhere from body test, titles, tags or blog content. Keywords are important, but they’ll only make a difference if you’re actually putting them to work.
My guess is that this probably isn’t your first time hearing something of the sort. And that’s because keywords play a major role in SEO. In fact, utilizing the right keywords can make or break your SEO strategy.
Quality over quantity, people.
In SEO terms, keywords are the words that businesses will specifically “target.” That’s why you may have also heard the term “target keywords.” The ranking of which keywords are sorted in Google Search will determine which words and phrases are most often searched. This will help when it comes time to optimize your content.
How many times have you heard something along these lines?
Keywords are the bridge between SEO and consumers that help connect these searchers directly to your site.
And now it’s time for you to put these keywords to use.
Developing a thorough list of keywords should be the very first (and most important) step in your SEO initiative. Though oftentimes tedious, it’s well worth the time and effort to ensure that your keywords are as relevant as possible.
A common mistake is for people to get a little keyword happy, but the key is to be strategic about it.
When you’re optimizing your content, keep in mind that the relevance of the keywords are far more important than the density of the keywords.
Keyword research and optimization can improve your chances of showing up on Page 1 of the search results. In fact, data from 2020 shows that most title tags on Google’s first page contained keywords that were an exact or partial match of that search query.
Aside from rankings, keyword research has other benefits that can help you better serve your consumer.
It’s important to note that Google uses many signals to determine if a page is relevant for a query, not just keywords. But they are a factor, and I’ll share data around that later.
Here’s more on how to research and use keywords:
In a nutshell, long-tail keywords allow you to target very specific queries during every step of the searcher’s journey. So even though they have less search volume than the more competitive broad keywords do, these phrases are valuable to rank for.
What You Shouldn’t Do with Keywords.
One reason keyword optimization is important is that using keywords properly helps communicate to the search engines what a webpage is about. And that can improve the chances that a search engine will find a webpage relevant for a particular query.
So here I’ll explain this foundational concept as we explore:
Keywords help you as a website owner to:
Armed with these words and phrases, you can come up with ideas for new content. You can also optimize your webpages to match a searcher’s intent and answer a searcher’s questions.
When you align your content creation and optimization with the words, topics, products and services your target audience is looking for, you have a better chance of showing up in the search results.
When you’re creating content for the web:
SEO keywords: are single words or short phrases that represent the search queries that people use in a search engine. Website owners or marketers select keywords and use them to guide content creation and optimize their webpages as part of their SEO strategy.
When is keyword research done? If you’re wise, you make it an ongoing exercise. Trends fluctuate, search intent evolves, and even the names of things change over time. So keep at it, always looking for opportunities to meet customer needs and rank better in search.
Can you do SEO without knowing about keywords? Probably not successfully.
Long-tail keywords string together three or more words to create a more specific keyword phrase. Searchers perform long-tail queries in the following situations:
Why Are Keywords Important to SEO (and Marketing)?
There’s a lot to keyword research, but here is the process in four basic steps:
For instance, say you’re a bread company researching the keyword phrase “organic bread.” During your research, you find that there is a high search volume for the term “organic bread flour.” Could this be a new product opportunity?
All of these matter for SEO. To elaborate, keyword research helps you understand the way your target audience might describe and look for your products or services. It also shows you how people ask for more information on your topics when using a search engine.
Keyword research is integral to successful SEO and something we do on an ongoing basis for our clients. If you’d like expert assistance with your website, I invite you to request a free consultation and quote.