Why is it important to use keywords and how should we be using them effectively?
Creating content that stands out and attracts the right audience is crucial - whether that is through a blog, website or marketing online. This is where keywords can make all the difference - they bridge the gap between what people (i.e. customers) are searching for and the content that you provide.
In this blog post, we’ll explore the importance of using keywords online and share tips on how to leverage them effectively to improve visibility, drive traffic and boost engagement.
What are keywords?
Simply put, keywords are the words or phrases that people type into a search engine such as Google when looking for information. They show the intent behind a search, whether that is finding a product, learning something new or solving a problem. Keywords can range from short, broad terms like ‘digital marketing’ to long-tail phrases like ‘best digital marketing strategies for small businesses.’
Why are keywords important?
The most important thing to be aware of here is that keywords improve SEO (search engine optimisation) rankings. Search engines use complex algorithms to crawl the web and rank content. When your content includes relevant keywords, it increases your chances of ranking higher in search engine results pages (SERPs). The higher your content ranks, the more visible it becomes to users online, driving organic traffic to your website.
Using the right keywords also ensures that you reach the right audience and that the people who find your content will be interested in what you’re offering. Whether it’s selling a product or offering a service, targeting specific keywords that match user intent will help attract visitors to your site that are more likely to engage or convert.
Understanding what keywords your competitors are using and ranking for can also offer you a competitive advantage, allowing you to identify gaps and opportunities. You can strategically target keywords that your competitors may have overlooked, or you can focus on long-tail phrases that have lower competition.
Now we understand the importance of keywords how do we use them effectively?
Your first port of call would be to conduct some keyword research and identify which are the best ones to target. You can use free tools such as Google Keyword Planner or Ubersuggest to help you find keywords that are relevant to your industry or offering and that have decent search volume but aren’t too competitive. Make sure to consider search volume, keyword difficulty and user intent plus target a mix of short and long-tail keywords. Although short-tail keywords have a higher search volume they will be more competitive to rank for and long-tail keywords on the other hand will have a lower search volume but be more specific meaning higher conversion rates.
Once you’ve identified your keywords your next step is place them strategically on your website. The key areas to include keywords for maximum impact are:
Title tag - this tells both users and search engines what your content is about.
Headings - this helps with SEO by making your content easier to navigate.
Meta descriptions - although meta descriptions don’t directly affect rankings, including relevant keywords here can improve click-through rates.
Content body - weave keywords naturally into the body of your site’s content but don’t overdo it; keyword ‘stuffing’ can lead to penalties from search engines.
URLs - use descriptive keyword rich URLs. A clean keyword-based URL will help search engines and users understand what your site is for. For example, if you sell clothing, make sure your website’s domain name includes the word clothing - simple!
Alt text for images - search engines can’t ‘see’ images, they read the image alt text to understand what your website is showing. Using descriptive keywords in your image descriptions will therefore enhance SEO.
Focusing on user intent
It is crucial that the keywords on your site match the user’s intent. Search intent is the reason behind a search query and there are generally four types - informational, navigational, transactional and investigational. Understand the user intent allows you to tailor your content to provide the best possible answer or solution. For example, if someone is searching ‘buy running shoes online UK’ they are likely to be looking to make a purchase.
Finally make sure that you are always monitoring and adjusting your keyword strategy. SEO is unfortunately not a one-time task. Tools such as Google Analytics or Google Search Console can help you track keyword rankings and identify which keywords are driving traffic so that you can adjust your strategy as needed. Keep an eye on trends in your industry and update your keywords to reflect changes in user behavior, search topics and emerging topics. Keyword performance can also fluctuate so adapting your approach is key to maintaining your visibility online.
Using keywords effectively is an essential part of any digital marketing strategy. From boosting your SEO rankings to helping you connect with the right audience; keywords have huge power when it comes to increasing your presence online. By conducting thorough keyword research, optimising your content and staying updated on trends, you can ensure that your content not only gets seen but resonates with the people who matter the most to your business.
To discuss the keyword strategy for your new website, contact your local it'seeze consultant Andy Axtell today.
Tagged as: Keywords
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