When you look up the term “keyword” in the dictionary, you get various depictions of that compound word. But as defined by Merriam Webster, it denotes three descriptions.
- The foremost description states that keyword is a word that is key.
- Secondly, it states that it is a word exemplifying the meaning or value of a letter or symbol
- And lastly, Webster states that it is a significant word from a title or document used especially as an index to content.
To an ordinary person, this word connotes nothing more than what they would look for in a word search, a ping when they read essays or perhaps they might regard this as the word of highest importance. However, the select online savvy do not limit themselves to the descriptions Webster and the ordinary man has set. Although not necessarily obsolete, the portrayal Webster has for the term is rather limited but this article aims to expand on the third explanation given by her. Specifically, this write up aims to serve as a guide on how to use keywords effectively.
Gone were the days wherein keywords were nothing but short and rather simplistic terms used in order to look up a very specific description or connotation. Nowadays, simply typing in a single keyword into a search box can generate expansive results and redirect you to a thousand pages containing just one word. This is where SEO Companies come in offering various Link Building Services. With innumerable and diverse content online, writers and content providers alike are in a stiff competition to give their content as much visibility as they can. With so much online competition going on, writers, bloggers and content providers alike should be innovative when it comes to the articles they publish. Moreover, to increase the chances that their content will be among those seen and clicked, they should not only publish relevant and compelling material but use keywords effectively as well.
So how do writers, bloggers and content providers harness the potential of using effective keywords? This article offers you different tips as to how:
1.) KEY PHRASES NOT KEYWORDS
In the ever-progressing online world, it is a huge misconception to use the term “keyword” to what users type into search boxes. In fact, there is no bigger misnomer and inaccuracy when it comes to this term. In reality, the term keyword has never been more obsolete and archaic than it is now. To be precise, “keyphrase” should have long replaced the ubiquitous term but since it has pervasive value we shall stick to it. The fact of the matter is, I am rather constrained this term because it is what it is universally recognized and is coined as such, but I digress.
To illustrate my ramblings, one need not go further than what one would normally type inside the search box. Today, when a person keys in a single word into a search box, it can be surmised that he or she is looking for a brief description of that word or at the very least a photo of that particular word. He or she is most definitely not looking for an array of content related to that specific word which renders the usage of purely keywords only completely useless.
As an example, when one is trying to search something online, their entries generally take on the form of a query. Some examples would be:
* How do I know I am pregnant?
* Which store nearest to me has Chinese takeout?
* Where can I find the cheapest hotel?
As seen from above, searches generally take the form of a question. Certainly, if one were to key in just the word “pregnant” and “chinese”, it would yield unimpressive results. This is why content should rely more on key phrases rather than keywords alone.
2.) AVOID KEYWORD VANITY
It is coined as “vanity keywords” because more often than not (also as matter of convenience) people do just one search and select the single broadest keyword and see who ranks highly. However, in almost every case, focusing on many specific keywords (that closely match the services, products and etc.) that one sells or serves seems to generate a better result and delivers a significantly better return of investment.
To have a better understanding of this tip, it is best to exemplify this with an example. Let’s take a root word that does a good job at detailing and describing what I am purportedly selling. As an instance, let’s say I run an online store selling branded apparel. In order to rank highly, the keyword “clothes” would be probably rank first in my search engine marketing goals but this would be useless as it would not be profitable seeing as it would not drive the relevant traffic to my website. From an organic SEO perspective, this is because it is highly unlikely to rank highly for this specific keyword unless you are a huge and highly authoritative site (or otherwise clothes.com) seeing that Google recompenses keywords that match website addresses.
In such case, it is best to utilize more specific keywords like shirts, jeans, skirts, crop tops or Forever 21 dresses. In addition to the competition for these terms being less fierce, from an SEO perspective, these more specific and particular keywords are going to generate a significantly higher conversion rate to purchases on your website.
3.) KEYWORD REPETITION and DENSITY
There is value in repetition. One might argue that it would render one’s content unreadable to its readers with all the verbiage and technical terms. But what most fail to realize is that repetition is perfectly fine provided that the whole meaning of the phrase is adequately varied. To be succinct, keywords like ‘branded clothes’ and ‘branded clothes online’ are basically identical, and the content it might yield associated with both keywords might be the same. The key concept to bear in mind is that you want to choose keywords that best relate to the content present on a webpage or a website. Do not, under any under circumstance mislead your users (You will only lose consumer trust and it will most certainly not fool Google)
4.) COMPELLING CONTENT STRATEGY
Keywords might be the crux of your content but that does not mean you should forgo content relevance and competence. Keywords should guide overall content strategy but this should be complemented with driven, expertly written and relevant content.
Ideally, content and keywords are thought of linearly; building a website and then launch search engine marketing campaigns to usher users to that website related content. But content strategy should be a circular process as keyword research reflects both what users are seeking and the way that search engines think keywords. This helps formulate a content strategy.
In order for a website to be phenomenally successful, content should never be static (and continue milking greater results from it). Instead, it should leverage the existing needs of users and use that knowledge to the creation of the best possible user experience.
In turn, this will be rewarded with higher rankings, a significant increase in traffic and a higher return of investment for marketing efforts.