In order to talk about website keywords, we have to talk about search engine optimization (SEO). SEO is a way to increase your website’s likelihood of being identified and ranked high in search results.
Eight SEO Secrets You Should Know
- Use an SEO tool
- The goal is to appear on the first page of Google SERPS, specifically among the top three.
- Long-tail keywords can be your friends if used properly; that is if you provide a service that is extremely unique, rare or otherwise possesses some distinct characteristic.
- If you do not meet this criterion, use long-tail keywords sparingly to avoid eliminating yourself from other relevant search results.
- Pay attention to Google’s suggestions on each page to learn what people are (People also ask…), and could be searching for (Searches related to…).
- Older content can be tweaked to help improve your search results.
- Google knows when you are being naughty…
- Strategically place website keywords – they must appear natural.
Search Engine Optimization
Search engines scour the Internet looking for websites that have the information that you requested. When websites have been identified, search engines then determine in which order to present them to you. Search engines use website keywords, among other elements, to identify and decide website ranking order. This ranking system is the crux of SEOs.
Secret #1: Use of SEO tool can help demystify SEO.
Yourwebsite’s SEO tool, for example, analyzes your website and then creates an optimization plan unique to your needs. You simply follow the instructions. This way, you not only get to see the results manifest firsthand, but you feel a sense of accomplishment since you played a role in your website’s improved traffic.
Google Search Engine & Organic Traffic
Google is the most used search engine, accounting for over 80% of all Internet searches. Results with ‘Ad’ beside them (usually located at the top and bottom of search results) mean the places were bought. SEO had no role to play in their position.
Secret #2: Organic search results, or results that use SEO, are more likely to be clicked than paid placements.
The first organic search result has an approximate chance of 40% of being clicked. This percentage decreases the farther down the page one goes. About 20% of searchers venture to page two of the results.
Identifying Website Keywords Niche
Who are your customers, and which customers would you like to attract? Knowing this information will help you identify website keywords that you should be using. For example, simply identifying ‘bakery’ as a keyword because, well, you operate a bakery isn’t enough. What are the chances that someone will simply enter ‘bakery’ into a search engine?
Secret #3: Use long-tail keywords!
Consider long-tail keywords, a phrase of four or more words aimed at narrowing search results. So, instead of ‘bakery’, someone may search for ‘artisan bakery San Francisco Bay’. At minimum, this eliminates all bakeries outside the Bay area, as well as non-artisan bakeries, thus increasing your chances of ranking higher if you use long-tail keywords that included your market niche (artisan bakery) and location (Bay area).
Secret #4: Do not over-rely on long-tail keywords.
This type of website keyword is specific and intended to eliminate some results that would have otherwise been included. Unless you provide a very niche unique product or service, you run the risk of being eliminated or ranked precipitously lower when other types of similar keywords are used.
Tools to Generate Website Keywords
Ubersuggest, Google Adwords keyword planner, and Ranking.name are three examples of tools you can use to help you generate the right website keywords to increase your ranking.
Secret #5: Google search results help you in two ways without your having to do anything.
First, Google displays an area called ‘People also ask’ in the upper third of the search engine results page (SERP) number one. Second, at the bottom of each SERP is ‘Searches related to…’. Use these to quickly see what people are searching for.
Conducting Keyword Searches
The quest to find website keywords should be ongoing, because the world evolves, and companies must adapt to the shifting demands of customers.
Secret #6: Revisiting older website content and making updates, fixing broken URL links, or adding hyperlinks can help improve your rankings.
Best Practices for Using Website Keywords
Now that you know search engines work by identifying website keywords, and how to generate said keywords, you need to know what to do with them. How should you use website keywords?
Titles/Headings and Meta-Descriptions
Since the title is usually the summary of your page, use website keywords in your titles, and meta-descriptions, which are the accompanying text.
Website or Blog Content
The content is where you may tend to become overly generous with the use of keywords. This practice is known as keyword stuffing. In other words, when you needlessly include the keyword repeatedly to inflate the number of times it appears. This is frowned upon as it is seen as deception. While some play on words can make for beautiful reading, it isn’t always so. Do nothing to drive your visitors away: the point of employing SEOs is to increase both visibility and click-through rates.
Secret #7: Search engines know when you keyword stuff.
Additionally, using a keyword in every part of speech, such as “an entanglement that became entanglingly entangled”, is considered the same thing.
Secret #8: Vary anchor text.
For those among us unfamiliar with the term, anchor text refers to the words that you assign hyperlinks to in your website content. They are easily identified by a difference in color, theirs being underlined, or a change in the pointer when the cursor hovers over them.
Since including hyperlinks helps your rankings, you must do it properly. Be creative with the anchor text; do not use the same word or phrase all the time. This is another action that, instead of helping your rankings, will jeopardize them.
If they weren’t before, website keywords will become your new best friend. This means knowing what are the keywords being searched for, as well as knowing how to use them on your website.