Content marketing is the solution for today’s marketers who are trying to stand out in a crowd, promote their products or services, and keep customer return high. With countless variables that affect everything from SEO to visibility, we’ll dissect what keywords are and offer a few tips on the best way to implement them into your SEO strategy.
What are Keywords?
Keywords are words and phrases that people will type into a search engine to find what they are looking for. It use to be that keywords were more important than they are today in page ranking. In fact, a single keyword on its own is more or less useless considering the many other ways search engines ‘crawl’ the content of a website page. Because of this, the most effective keywords are long-tailed ones that are two to four words long. Think about how you search online. If you’re looking for a place to eat in your area, do you search, ‘Food?’ Probably not. You write a specific phrase as if asking a friend, ‘Seafood restaurants on Outer Banks.’
Create a hierarchical list of long-tailed keywords that best represent your services or those that will be popular blog topics. Be sure to include your town name, state, or county in some of them. Focus on industry specific words and what words you think people would search for. Also deviate from the typical, the common. Chances are, these long-tail phrases are already appearing and may be hard to compete against if the website is well established.
Think Long Term
Over time, you will likely revise your list after you study which keywords generate the most web traffic. But it takes patience and time. If you change your keyword every other day because you’re not seeing immediate results, you honestly shouldn’t bother.
How do you see results?
Google offers a basic analytics service that is free. You’ll need to embed a tracking code on your website for it to begin collecting data. The data ranges from acquisitions like referrals, organic traffic, and traffic coming from social media, as well as breaking it down further using WebMaster tools to learn what keywords people are entering to find your site, how many impressions you’re receiving and how many actual clicks are happening from those impressions.
Where and How to Use Keywords?
- Use in well-crafted, SEO-friendly titles
- Use in blog posts, avoiding lengthy paragraphs
- Use in site meta description
- When labeling images and graphic files used on your website
- Don’t get hung up on singular vs. plural, past vs. present. Search engines know when a long-tail phrase means the same thing.
- Even if location is important, don’t feel like every long-tail keyword needs to include your location. Google, for example, will often tailor your search to your specific reason by default.
- Find out what keywords you’re already ranking for, you may have the upper hand on competition and you’ll want to continue to use those in your efforts.
Keywords take time to establish and should be non-brand specific. You should focus on both a problem a customer is having and a solution to those problems your business can solve. Keywords, like many other variables, play a key role in attracting new visitors to your website.
For this and more advice on how to go about your digital marketing strategy, check out regular posts by the team at Paveya on our blog!