The world wide web has broadened the potential client base for businesses all over the world, taking local businesses global and heightening their horizons.
Google is undoubtedly the king of all resources for digital marketers, with some 3.8 million searches happening per minute on the site… that’s 2 trillion a year! Indeed to ‘Google’ something has become a verb in common English and it’s the go-to search engine for a competitive majority worldwide.
But how to best ensure a business’ web presence presents itself in front of the people most relevant for its products and services? The key lies in SEO Keywords…
What are SEO Keywords?
SEO Keywords are words, terms and phrases that users type into a search engine to find an answer to their query. These queries are what the search engine algorithms use to best understand which websites to present to users, and in what order to rank them. These queries, when matched with the content on a website, determine it to be relevant to the user’s search. Amongst a variety of other on-page factors, SEO Keywords conclude where the website will be ranked on the search engine results page.
Why it’s Important to Know Which SEO Keywords Your Potential Clients are Searching For
SEO Keywords used on a site that match with a user’s query help reinforce the relevancy of that domain to a search engine’s algorithm.
Understanding exactly which SEO Keywords a target audience is using to search for compatible products, services or themes allows for businesses to tailor their online content to match up with these and feature in front of them when they make that search. The more businesses know, the more they can work to meet user behaviours and adapt to them.
Why Organic Traffic Is So Powerful, Compared to Paid Placements
Organic traffic is that received from a user on a search engine without the domain having paid for any ad or search ranking placement. This makes it the most genuine of traffic and demonstrates well a business’ positioning and relevancy to the searches being made.
Of course, it’s also technically free, and so the more organic SEO can be utilised, the more potential can be reached without financial investment.
How to Optimise Website Content for SEO Keywords
There’s lots that can be done to optimise a website toward an audience’s search keywords.
Research into the Most Used SEO Keywords
Understand which SEO Keywords your target audience is using and how these fit with long-tail keywords, relevant phrases and related queries, as well as any misspellings being commonly used. This can be done through a variety of tools available online but the most comprehensive approach to take is to work with a specialist SEO agency who can deep dive into the topic.
Understand Search Volumes and Search Priorities
It’s important to remember that the most highly searched SEO Keywords will be the ones that the most businesses are focussed on tailoring their web presence toward; making the space more competitive.
You should, therefore, split your effort between SEO Keywords where you are most likely to succeed in driving conversions and those where your need to compete with a high amount of other websites.
Research Competitor’s Efforts
It can be beneficial to understand what your competitors are ranking for with your industry SEO Keywords so that you’re able to strategise how best to compete with them. This can help you position your business amongst the competition and work to gain advantage.
Enact Positive Change
Once you have identified a priority list of SEO Keywords, incorporate these into your content. This can be done through written copy as well as into your website’s coded meta data and usage in video and image tags. It is important, however, for this to be done in the correct manner.
The over-usage of SEO Keywords in an obvious manner or where their usage detracts from the quality of the content is known as ‘keyword stuffing’ – and is an unfortunately very popular but very harmful practice. Websites who use keyword stuffing will be penalised for it by the search engine algorithm and ranked down for it. Instead, copywriters and digital marketers should look to use the appropriate SEO Keywords organically and appropriately through your site’s content.
As with anything SEO related, it is not enough for a business to enact a piece of work instilling positive change for their ranking and then stop, it must be a continued effort.
Tools such as Google Analytics and other dashboard programs can be used to monitor the progress of SEO efforts over time and identify areas for improvement and/or change to gain and maintain competitive advantage. Consumer behaviours and attitudes also change over time along with demand, and so the usage of SEO Keywords may fluctuate, particularly in businesses affected by seasonal change.
SEO work should be considered a continuous cycle of effort as part of your wider business strategy rather than a simple one-off job.
Where to Get Support with SEO Keywords
Woya Digital are a team of SEO specialists with unrivalled expertise and knowledge in the Google algorithm and its rapid updates. Ensuring we lead by example by staying up-to-date with all changes and revisions released by the search engine, the Woya team are best placed to manage all updates as they happen and keep our customer’s websites top of the rankings above their competitors.
We work strategically and build a custom solution for every customer’s website – because we know your online presence must be as unique as your products, services, organisation, team and audience. Working together we can deliver incredible SEO performance that lasts the test of time; just get in touch to find out how!