Keywords for Search Engine Optimisation
You are either thinking “I keep hearing these phrases and I don’t really know what they mean” or you’re thinking “I’ve got a rough idea what they are but I’ve no idea how I’m supposed to use them”.
So what exactly are keywords and why is so much fuss made about them?
Put simply, keywords are the words or phrases people use when searching the web to find what they are looking for. Your job is to make sure they find you amidst the stream of content out there on the web. If you incorporate good, well-thought through keywords into your website text – that’s exactly what they’ll do.
It may sound simple and it is really, but it’s time-consuming and you have to be methodical in your approach. Some people rush it like some race and think ‘oh well that will do’, some don’t get round to doing it at all and others don’t realise they should be doing it. However rather than battling against the tide trying to compete with your competitors, the key is to put in the effort initially and it will pay off in the long run.
So if you want to make sure your website doesn’t sink to the bottom of the search engine rankings you must get you keywords right and here are some tips on how to do it:
Why are keywords important?
Once you have a better understanding of the words and phrases people use to search for the products or services you offer, you can write your website more effectively.
Having relevant key words on your website pages helps you rank highly on Google and other search engines. Your keywords optimise your search engine success – hence: Search Engine Optimisation.
How do I do keyword research?
So now for the important bit. Here are some tips on how to research, plan and implement keywords:
- Set yourself up with an adwords.google.com account and use the Keyword Planner.
- Write down the main categories of your business or service and the phrases/words that might be used to describe them, try to think as your customers would think.
- Your keywords need to match the words and phrases people use when searching for your product.
- Once you are satisfied that you have a complete list of appropriate keywords you need to work them into your website copy.
Using Google Keyword Planner
For example – you might be a specialist travel company offering amazing holidays to India, but what will people searching for holidays put into that google search bar?
I typed in Holidays to India – and this is what came up…
Average Monthly Searches
India Holidays 6,600
Holidays in India 5,400
Tourist places in India 27,100
India Travel 6,600
Honeymoon packages in India 6,000
Places to visit in India 12,100
Then you dig deeper, I put in Honeymoon packages in India and got
Honeymoon destinations in India 8,100
So if I were writing content for this website I would ensure that as many of these key phrases and keywords as possible appeared on my website, for example:
- VisitIndia specialises in India Holidays. Our team of experienced tour guides ensure that our guests are taken to the very best tourist places in India, including… etc
- Honeymoon destinations in India are our speciality etc.
So you weave the high-ranking terms effectively into your copy.
But, one last piece of advice, you must make sure you integrate the keywords seamlessly into your website text. If it reads like you have just ‘thrown’ or ‘littered’ your site with the words, your website will be penalised by Google.
Case Study – Cambridge Food Tour
One of our clients – The Cambridge Food Tour – has found that the best way to incorporate relevant keywords within their website text is through producing relevant blog content on food places to visit in Cambridge. By reviewing and updating their audience on quality food and restaurant reviews and news, they create enough content for those looking for quality food experiences in the city. When people are searching in Google for various things to do in cambridge or places to eat, people are coming across their blogs and then visit the website.
So not only does this method drive traffic to their website but once on there, they often then browse around the rest of the site and this often results in people booking one of the Cambridge Food and Drink Tours.
Still Need Some Help?
If you want to explore this further but feel you don’t have the time, resources or know-how to undertake this, then have a chat with me at firstname.lastname@example.org.
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