Digital marketing has made abundant strides over the last few decades. Ever-evolving technologies and new methods of gathering information mean that the days of merely building and launching a website are long gone. In fact, in the vast realm of the internet, merely having a website for your business is truly just the beginning.
To truly succeed, your website needs to be discovered by your target audience, aka individuals who have intent to make a purchase. This is where Search Engine Optimization (SEO) comes into play, and one of its fundamental aspects is keyword research. Keywords are the key to unlocking the potential of your website and making it more visible on search engines like Google. We'll explore the importance of keywords in SEO and walk you through the process of conducting keyword research.
Why Keywords Matter in SEO
Let's start by understanding why keywords are essential for your website's success, especially if you rely on organic search results rather than paid advertising. SEO helps your website rank higher in search engine results pages (SERPs), making it more likely for people to discover your content. Keywords act as signposts that guide search engines and users to your website.
Getting Started with Keyword Research
Now that you know why keywords are crucial, let's dive into the process of keyword research. This guide will help kickstart your SEO journey:
1. Start with a Clear Focus: Begin by defining the primary topic or theme of your website or the specific page you want to optimize. What is your website about, and what are your main objectives?
2. Brainstorm Keywords: Put yourself in the shoes of your target audience and brainstorm a list of keywords and phrases they might use to find your website or the content you offer. When doing this, consider the ways users typically use search engines now. Consider your own search behavior, think about what and HOW they would search in order to fulfill their needs.
3. Use Keyword Research Tools: To expand on the list you assembled and discover more potential keywords, utilize keyword research tools. Some popular options to consider:
Google Keyword Planner: A free tool directly integrated with Google Ad.
Semrush: Offers a wide range of SEO tools, including keyword research. (up to 10 credits free per day)
Ahrefs: Known for its comprehensive keyword data and competitive analysis.
Ubersuggest: A free tool that provides keyword ideas and difficulty scores.
4. Assess Keyword Difficulty: Keyword difficulty indicates how challenging it is to rank for a specific keyword. It takes into account a number of factors, including competitor strength, the quality of your website content, the domain authority of your site, and the intent of the searcher. Consider your website's authority and competitiveness in your niche. If your website is new or lacks authority, start with less competitive keywords. (Free through Ahrefs)
5. Long-Tail Keywords: Explore long-tail keywords, which are longer and more specific phrases (e.g., "best organic skincare products for sensitive skin"). These often have less competition - because they are so specific - and can attract highly targeted traffic.
6. Organize and Prioritize: Categorize your list of keywords into themes or categories related to your content. Prioritize keywords based on their relevance, search volume, and difficulty.
Using Keywords
Now that you know what keywords are and why they matter, let's explore where you should use them on your website to improve your SEO.
Headers and Subheaders: Think of these as the headlines and subheadings of your webpage. The most important keyword related to your content should ideally be included in the H1 header. Subsequent keywords can be used in subheaders to organize your content effectively.
Internal Links: Internal links are links that connect different pages on your website. When creating these links, use descriptive keywords within the hyperlink text. This helps search engines understand the content and relevance of the linked pages.
Graphics and Images: Don't forget about the images on your website. You can optimize them by including keywords in the image file names and alt tags. Alt tags provide text descriptions of images, making them accessible to people with visual impairments and aiding SEO.
Meta Description: A meta description is a brief summary of your webpage's content that appears in search results. Include your target keywords naturally within this description to entice users to click on your link.
Page URL: When creating page URLs, incorporate keywords related to the page's content. A concise and keyword-rich URL is more likely to catch the attention of search engines.
Page Title: Your page title should not only be catchy but also include relevant keywords. It's often the first thing users see in search results, so make it appealing and informative.
Blogs & Content: Using keywords in your blogs and website content is a fundamental aspect of search engine optimization (SEO) and can significantly improve the visibility of your content in search engine results pages (SERPs).
Remember, the key to using keywords effectively is to do so naturally. Avoid stuffing your content with keywords unnaturally, as this can have a negative impact on your SEO. Instead, aim for informative and engaging content that incorporates keywords in a meaningful way.
In conclusion, keywords are the foundation of SEO. They help your website connect with its target audience by understanding what they are searching for. By strategically placing keywords in your content, you can enhance your website's visibility in search engine results and drive more organic traffic. As you continue to learn and implement SEO strategies, keep in mind that patience and consistency are key to achieving long-term success in the ever-evolving world of SEO.
