In an online world where there is a ton of content on every single topic, stumbling across a website you want to see isn’t likely to happen at all. A consumer has to go through a search engine, and will only go to the pages fetched for him by the search engines. To ensure visibility to your audience, you will have to go the SEO route, one of the fundamental pillars of which is using keywords. Using the right keywords in your site and its content goes a long way in increasing the traffic to your website.
The Keyword Concept
The idea of keywords on a site can be broken down to two fundamental principles- competitiveness and traffic. Simply put, traffic refers to how many people search for that keyword daily, while competitiveness refers to how many sites are looking to get good ranks for the particular keyword. It sounds like a good idea to go for high-traffic keywords, but you will face the toughest competition for them. A better option is to find less competitive terms for which you can then become the authoritative source and drive more traffic.
Long-Tail Keywords and their Significance
Single words like “doctor” or “lawyer” are regular keywords. A longer phrase like “Chicago doctor specializing in orthopedics” is called a long-tail keyword. These have very less traffic on their own, but are much, much easier to optimize for, because most sites overlook them or simply are not able to cover all possible combinations for the particular result. It is hence effortless to rank for these keywords. You will eventually be able to get enough traffic, a lot of which is already pre-qualified and hence has more value.
Keywords in the Title and Meta Description
Content in the site’s title tags is given priority by search engine algorithms as well, so you should keep your keywords there. Most consumers will also just read through the fetched headlines as they scroll down the SERP, while a select few look at the meta-description or summary as well. You must catch their eye early by including the keyword in both areas.
It is rather difficult to find the right keywords for your business and target audience. There are certain things you can do to make the process simpler. Primary keywords are crucial to your business. So you will need to spend some time to understand what your potential visitors could be looking for. All big search engines have great suggestion systems built in, and these work wonders when you’re trying to create a list of authoritative keywords and phrases to optimize for. Once you have a solid list, start building long-tail keywords around them as well. You could use keyword inspector tools or hire a top notch SEO firm to help you with this.
Placement and Density
The search engine bots from the search engines that traverse your site, looking for the keywords it should rank for mostly check keyword density and placement. It is important to use keywords liberally to target the audience. But stuffing your content with too many keywords is an absolute no-no and could get you penalized by Google. According to experts, you should keep the keyword anywhere in between 0.5% to 2.5% in a single article. Multiple keywords and long-tail keywords can be targeted too for diversity, but do not stuff your content with keywords.
Your business cannot survive online without SEO, and keywords are crucial to the same. You must hence know and understand the importance of keyword research to attract more visitors and boost sales like never before. Optimization should take place site-wide and make enough room for an organic online presence.
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