In this day and age of technology, one has to take a step back and be amazed as to how information revolution has been incepted, has progressed and is ever advancing. Ever wondered how you can search the smallest possible links and references imaginable and Google finds it for you – just like that? The answer is as simple – Keywords.
We learn in schools about writing clear subjects, headlines and introductory paragraphs for essays and articles. The importance of the process is stressed by letting your readers understand the subject and synopsis of the write-up as clearly as possible. Taking in mind that algorithms used by search engines run on probability and numbers, it is always wiser to include strategically placed keywords in your content. Using popular keywords in your blog posts and websites ensure that your content will have more visits and your site will be displayed amongst the first few search results on the Search Engine Results Page (SERP).
Keyword research is the process which includes researching search engines like Google, Yahoo! or Bing for popular keywords that people search for, and strategically including them in your content. As search engines vet the websites based on each individual page, it is helpful to check your content page-by-page and include keywords at the beginning of each. Tools like Google Webmaster Tools can give you a specific idea about what keywords work for your content as well as inform you what is working and trending right now.
As different people around the globe have different needs and speak different languages, using tools like Google Keyword Research Tool will help you understand related searches and a vast variety of keywords used by users, based on Google search data. It will also show you analytics and volume variations for the data.
After you have researched, either by using web tools or simply by using the search box of Google, you will have an idea of what keywords in your original content work, what keywords to write while creating new content and what keywords you need to change, in order to attract more traffic. When you have multiple keywords denoting similar meanings, you can use them alternatively and assess the yield.
When you have a huge list of popular keywords, the next step is assessing the quality, usage, and accuracy-related to your content. It is impossible to include all the possible keywords in your content, so you need to scrub the list down to your particular needs and your targeted audience.
Once you have finalized the list of keywords you want to use, the trick is to include them, alternatively and by changing combinations, at the beginning of each page of your website. While choosing your keywords, it is imperative to use a combination of keywords, rather than using vague and broad terms.
For example, while writing about your brand of Stainless steel bottles, keywords like your brand name, location and specific combinations like ‘steel bottles’, ‘stainless steel bottles’, ‘metal bottles’ or ‘reusable bottles’ will yield more traffic than ‘bottles’ or simply the brand name.
You can even take help from Google Analytics to find which keywords you rank for, so that you can find other related keywords. Other tools that you can use are SEMrush and Google Adwords Planner.
In the times where data is a more valuable resource than oil, one has to focus on how to make data and search engines work for you. Using appropriate & popular keywords, while maintaining healthy and beneficial keyword density, has become as important as delivering quality content. Keyword research may seem like an exhausting and time-consuming process, but it will help you build the foundation of your online marketing approach and strategy.
Remember: All your customers are not the same; hence creating a good keyword matrix will ensure that you reach a wide range of consumers and boost your visibility.