Marketing experts regard the concept of keywords as the driver of much of the Internet’s growth over the past few years. This is due to the fact that keywords are what visitors would type in on search engines whenever they search for products, services, and answers to their queries.
Keywords are an integral part of any SEO campaign, and websites should be optimised for search by the right keywords. Selecting the most relevant keyword(s) for any campaign, however, is not a static process.
The Shift from Words to Phrases
As search engines become more sophisticated, and visitors look for more specific answers to their queries, choosing a single keyword, or even a couple of keywords, may not be the best strategy. Instead, opt for longer, less popular keyword phrases that are most likely to encounter little competition. These long-tail keywords tend to be more targeted to specific audiences and therefore yield better conversion rates.
Specific Keywords
Jewellery stores, for instance, might be tempted to use “jewellery” as their main keyword, in the hopes of ranking high on unpaid/organic search results. From an organic SEO perspective, however, doing so would unlikely yield high rankings, unless the website is highly authoritative. Instead, more specific keywords should be used to reduce competition.
Repetitive Keywords
Website owners are often torn between varying keywords and repeating them, but according to marketing experts, repetition would suit businesses fine as long as the meaning of the phrase remains varied. What matters is that website owners should choose keywords that will best relate to the content in a particular web page and on their website.
Sources:
5 Secrets to Selecting Highly-Effective SEO Keywords, Inc.
The Shift from Words to Phrases
As search engines become more sophisticated, and visitors look for more specific answers to their queries, choosing a single keyword, or even a couple of keywords, may not be the best strategy. Instead, opt for longer, less popular keyword phrases that are most likely to encounter little competition. These long-tail keywords tend to be more targeted to specific audiences and therefore yield better conversion rates.
Specific Keywords
Jewellery stores, for instance, might be tempted to use “jewellery” as their main keyword, in the hopes of ranking high on unpaid/organic search results. From an organic SEO perspective, however, doing so would unlikely yield high rankings, unless the website is highly authoritative. Instead, more specific keywords should be used to reduce competition.
Repetitive Keywords
Website owners are often torn between varying keywords and repeating them, but according to marketing experts, repetition would suit businesses fine as long as the meaning of the phrase remains varied. What matters is that website owners should choose keywords that will best relate to the content in a particular web page and on their website.
Sources:
5 Secrets to Selecting Highly-Effective SEO Keywords, Inc.