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The Importance of Picking the Right Keyword

You have a website and it looks good, but is it working? Are people coming to your site and contacting you for what you sell? Are they taking action, or are the few visitors checking out one or two pages and then bouncing away? If you want more traffic, and if you want better traffic to stay longer because you have what they want, you need to think more about keywords and the search engines. One of the best ways to get people to your site is through Google searches. Ask yourself, how do I get prospects to find my site using Google?

One good way is to have quality and effective content on the pages and posts throughout your website and blog. However, there is more to it than just writing content. The content must be filled with keywords and engaging content, it must be optimized content. Writing optimized content is not easy if you do not know what a keyword is or how to use it effectively.

Let’s start with the basics. A keyword defines what your content is about. Digging a little deeper into what a keyword is, they are simply words or phrases that people put into search engines to help them find what they are looking for. If they put in a word or phrase that you have chosen as a primary keyword, that will help you rank higher on the search engine results page. One of the main goals is to have your website rank effectively on the search engines. By ranking effectively, search engines can help drive quality organic traffic to your website and what helps drive that traffic is choosing quality keywords. Let me be clear, the value of the search engine is directly tied to the quantity of quality traffic it can deliver to your website and not simply the rank in the search engine for a particular keyword. With the way Google uses artificial intelligence and semantic search these days, and the daily changes they make to the algorithm, it is much more important to track how much traffic you get from the search engines and how effective that traffic converts on your site than to simply look at what position your site might hold for a particular “exact match” keyword.

The next step is picking the keywords to use throughout your website and in your content. Here a few ways that can help you choose the appropriate keywords.

  1. Think like your prospect/client: It is essential that you know who your target audience is and what they look for when doing a search. If you were them, what words would you use.
  2. Look at your competitors: It doesn’t hurt to make a list of your competitors and to visit their websites to see what keywords they are using. Read their blog posts and see what keywords are present. Not only will this help you broaden your list but will also help you figure out if you forgot an important word.
  3. The long tail keyword: Sometimes a single word might not be enough for a prospect to find you. In other words, using a three to four word phrase instead of one word could be the right answer. In some circumstances a consumer knows exactly what they are looking for and therefore will put in a more specific search words. Even though long tail keywords have a tendency to have a lower search volume, they can help drive more traffic that is more relevant to your site. This can help increase your Return on Investment (ROI). Typically, consumers who put long tail keywords in search engines have an idea as to what exactly they are looking for.

When putting content on your website pages and publishing regular content on your blog, it is essential to think carefully about the keywords you use. You want to use unique keywords that pertain to your business, create engagement and help prospects find you.

So what does this all mean? It means that you should use unique content on your website that is rich in keywords that will drive traffic to your site and help increase your ranks in search engines.

Let Marketing Relevance help you get started on creating unique keywords that will drive more traffic to your website and increase your ROI. Visit our website or call us at (847) 259-7312 to get your program going.