The Basics of Keyword Practices for SEO
Keywords are an essential part of SEO. They are the link between a lost Google-searcher and your content.
Good keywords define what your page content is all about. They address the topics of your content, questions that people might have about your content, and needs that your content fulfills.
Relevant keywords make a huge difference in how easy it is for people to find your content. Check out some of our basic guidelines for coming up with effective keywords to boost SEO.
Speak the Same Language
To come up with the strongest keywords, be forward-thinking about what potential visitors might be searching to find your content.
Imagine the words and phrases that a potential visitor would type into a search engine box. Then, imagine variations of those words and phrases.
Keyword research doesn't necessarily require a dictionary, thesaurus, or crystal ball, but it does require you to be proactive about the language your audience is using to talk and ask about your content.
Long tail keywords are longer phrases that describe your content. They'll usually incorporate more keywords or particular information. Since they're more specific, there is less competition on search engines. They'll stand out more, which will help your content rank higher.
Also, the specificity of them means that searchers are more intentional. They're on a specific mission, and if your content is optimized for their long tail search, it'll drive up engagement.
There's usually more than one way to say the same thing. Think of different wordings and phrases that could be relevant to your content. There's even an online tool, Ubersuggest, that can help you come up with different ways to capture what your content is about and how it will address the needs of your user.
Where should Keywords go? Everywhere - kind of
Keywords should appear on page titles, headers, sub-headers, and within the content. By scattering the keywords around, It also helps to link them in the URL (the web address) and meta description (the short description of content that pops up in search results).
It makes sense that words that summarize the content or that are extremely relevant to it would appear in most places on the page. However, avoid putting keywords in your content just for the sake of using a keyword. In the world of SEO, this mistake is known as "keyword stuffing", and can actually take away form your page's rankings. Be strategic, smart, and intentional about where to place keywords - everything in moderation.
It's important to know what your competition is saying and how they're describing their content. When many search results are stacked up against each other, make sure yours stands out. Google's Keyword Planner can help you see various data about search volume and what your competition is prioritizing with keywords. If you're competitive with keywords, your content will get noticed in the sea of endless search results.
Keywords are one the first most important component of SEO strategy. Use keywords strategically to capture the essence of your content and truly sell your services. With keywords that are informative, enticing, fun, and clever, you'll make users want to click your links to learn more.
Want to learn more about how to kill it with SEO? Check out some of Bantam's other SEO strategies and tips here.