Your website is just a drop in the vast ocean of the internet. To ensure prospective customers can find it you need a strong SEO (Search Engine Optimisation) strategy – and for that to be successful you need the right keywords.
What are Keywords in SEO?
It’s simple. Keywords are specific words and phrases that people type in to search engines when looking for information, products or services. In other words, they’re the words and terms used in search queries to discover relevant content.
You need the keywords on your website pages – in written copy as well as associated with images and video – to be germane to what you’re offering your targeted audience. If the keywords are properly chosen and featured the search engine algorithms will know your website is a good place to send users when they issue search engine results (SERPS).
If you’re a local plumber in Westbury for example, people who need you will probably use basic search keywords like “Westbury plumber” and be directed to your website. There are, however, a huge number of variations on the theme they they could use instead. The trick is cover all the bases when it comes to your website content, and there’s where the skill in generating, grouping and clustering all the possible keywords comes in to play if you are going to attract your ideal audience to your website.
Like most things digital, there’s more to keywords than meets the eye, which is why keyword research is a whole specialised area of professional SEO in its own right.
Keyword Research – Identifying Effective Keywords
Effective keyword research involves a deep dive into the words and phrases that your target audience uses to search for information related to your business. Here are just some of the steps involved:
- Start with brainstorming the obvious and make a list of relevant keywords, then branch out and consider different variations – synonyms, related terms and long-tail keywords (longer, more specific phrases).
- Make the effort to understand your audience. Consider the user’s intent behind the keywords they may possibly use, and tailor your content accordingly. Get feedback to discover potential future customers’ pain points, the way they might express themselves – learn to speak their language.
- Use SEO software tools like SEMrush, Ahrefs and Moz to discover the keywords your competitors are using, and analyse their performance. Google’s Keyword Planner can also be useful to refine your keyword list.
If it all sounds like a lot to deal with, that’s because it is a rather complex science involving a range of factors from metrics and data analysis to psychology. This is why most small business owners who haven’t got the time or inclination to undertake keyword research opt to hire a professional SEO agency to do it for them – along with incorporating the keywords in content creation for your website.
How to Put Keywords to Work for SEO
Once you’ve gathered your optimum keywords by using SEO best practice, you can use them – especially the primary keywords – for SEO right across your internet presence, from your website page URL to the meta descriptions, image alt attributes and, of course, throughout the on-page content.
Less is more when it comes to keyword distribution – overstuffing of keywords can do more harm than good. Content containing keywords must always make sense and be relevant both to your broader industry (head or primary keywords) and – as the user drills down into your product or service pages – become more niche and targeted (long-tail or location based keywords).
Keyword optimization is an ongoing process. Regularly monitor your website’s performance in search engines and track your keyword rankings using one of the many tools available like Google Search Console. Analyse your website traffic data to identify which keywords are driving the most traffic and conversions.
It’s important to know that there are no “best” keywords to use for your website’s SEO strategy. If they tick the boxes for relevance and search volume you’ll be on the right track. Also be aware that keyword research is not a one-off exercise! Search language is constantly changing and shifting so keyword research should be carried out regularly (at least once a quarter) so your content continues to pull in your audience.
If you’d like some help with SEO keywords to significantly improve your website’s performance and achieve your online marketing goals, give Dentons Digital a call.
