Introduction
Are you familiar with search engine optimization (SEO)? Did you know Keywords are undoubtedly one of the most important factors of an SEO campaign. Without proper implementation of them nothing works. A search engine will not be able to find content a user requests from it.
By the end of this article you will have a solid understanding of keywords, know how to find them and where to place them. Come with us as we dive deep into the amazing power keywords can have on your website and overall SEO strategy!
What are Keywords?
To start, what exactly are keywords? In the context of SEO, keywords are used to help a search engine identify relevant content a user is looking for. Think about it like this, search engines like Google are like large librarians.
Their index is similar to how books are stored. Google uses keywords and their algorithm to identify where to place your “book” or in this case your website within their search engine.
Types of Keywords
You may have already heard of the different types of SEO. Did you know there are different types of keywords as well?
The four main types of keywords are:
- Primary keywords
- Secondary keywords
- Long tail keywords
- Short tail keywords
We will break down what each of these mean below.
Primary Keywords
A primary keyword is your main most important word or words that you want your website to show up for. A primary keyword should show up on a page in key places throughout your website’s content.
Secondary keywords
These are keywords that are likely similar to your main keyword however they are not explicitly targeted like your main keywords are.
Long tail Keywords
Long tail keywords are phrases of 3 or more words. These terms will normally have low search volume but high commercial intent. (commercial intent means a user has a likely intent to make a purchase. These are also commonly called buyers intent keywords.
Short tail Keywords
Short tail terms are those that have 2 words or less. These types of keywords will drive the most search engine traffic however it will be less targeted and more difficult to appear on the search engine.
Where to use Keywords
Keywords can be used in many different ways on your website; they should be placed in the title, meta description, onsite copy and inside of image alt text.
The placement of keywords is as important as the keyword itself. Where you place keywords has a lot to do with the ability to rank for them. The title tag is the most important place, followed by the onsite copy and alt text.
Research tools to use
There are a number of keyword research tools you can use to create new content. Some of the most popular tools are Google Keyword Planner (GKP) SEMrush, Ahrefs and many others.
These tools will help you put together a list of keywords, show search intents, provide an estimated number of monthly searches and even help you refine your overall content strategy.
How to find Keywords
In order to use keywords you need to know where to find them. This is where keyword research tools and the creation of lists come into play.
To find keywords start your research off with a review of the search engine results page. This will give you a good idea of the types of search terms that appear and how you need to create your content.
Once you have gathered all the information and ideas for your piece of content you can then begin the process to find the specific keywords you should include throughout.
The process to find great target keywords starts off by going to your keyword research tool of choice. After you have logged in navigate to the part of the tool where you can perform research.
Start with short tail keywords to get an assessment of ranking difficulty (also known as KD for short).
Next, start adding keywords into the tools search box to get longer and longer strands. As you create longer strands the KD should drop.
The longer stands will help you find the long tail terms that will drive less traffic but it will be more targeted.
Repeat this process as many times as you need to create a refined list of search queries that resonate with your ideal target audience. Use the list and content outline in the research phase to craft your content.
Do Keywords have any downsides?
Properly used keywords can work wonders for your website and overall SEO efforts but like most things they should never be abused.
When Google was getting started back in 2000 they relied heavily on keywords. This led to issues with keyword stuffing which was a manipulation tactic to get a website to be found.
Abuse of keywords is the main downside. Keywords abuse has to do with how many keywords you use, how you use the keywords and your overall intent behind their use. If you want to learn more this article by Cindtoro helps you understand more about how many words to use.
Absolutely! You can build your knowledge by reading articles and watching tutorial videos. You can also find free online classes created by Google and other trusted companies.
Conclusion
When used skillfully keywords can be your best friend. They will help you rank your website on the search results pages, enhance your overall organic search efforts and allow you to find web pages that you or your target audience would find interesting. Mastering their use as a website owner is critical to your online success.
