When it comes to Search Engine Optimization, keywords can either make or break your marketing efforts. Keywords are defined as the words and phrases people use to search on web browsers. Of the many factors that go into where your website ranks on the SERPs (Search Engine Results Pages), keywords are a significant contributor. Before we cover how to use keywords, let’s discuss which words are the best to use.
Do you want to improve your company’s marketing efforts? Invest in keyword research. There are many keyword research tools available, so be prepared to be patient and utilize the trial-and-error method. While it might be tempting to use generic keywords, that is not always a great move for your SEO.
Long-tailed keywords are usually longer, more specific, and generally catered to particular niches. For example, if someone is needing a late night cup of coffee, instead of searching “coffee shop,” they will probably search “coffee shop open late near me.” Research shows that 70% of the searches performed on the web use long-tailed keywords. Not only are long-tailed keywords less competitive, they also lead to more conversions. The more specific the search, the more serious the person is about buying and not simply browsing.
Once you have done your research on which keywords to use, now it is time to figure out how to manage them strategically. Most search engines use computer programs to crawl through the Web and analyze pages. For best results, be intentional about positioning keywords in the right places and do not overuse them.
Definitely include keywords in the title of your Web page. Do note that your page title is different from your title tag, but you should use keywords in both. A title tag is the name of a page that SERPs display to the searcher. SERPs also display meta descriptions (or “snippets” as Google calls them) that are another great spot for keywords.
When it comes to the content of your page, include keywords, but be careful not to overuse them. A recommended rule of thumb is to write for people and not for the search engines. Long-tailed keywords are great for diversifying your content, and they make it easy to use synonyms. If you use a keyword too much, then you might get marked for spam. This is known as keyword stuffing, and you want to avoid it as much as possible. If you are unsure about whether or not you have used a keyword too much, try reading your content out loud a few times. If any of it sounds awkward or forced, then you should consider switching up the content.
Keywords are a wonderful and manageable step toward improving your SEO. At WebRevelation, we know that, when using long-tailed keywords, the higher position you maintain on the SERPs means the more traffic you will receive, which ultimately lead to more conversions. If you need help honing in your niche and attracting the right kind of traffic give us a call at 817-283-3324 or contact us here and we will be happy to help your business.