How to Choose the RIGHT Keywords to Optimize For

For as long as we have had the internet, creators of websites have been using keywords and search engines to help people find them. As we have learned about algorithms and advertising, keywords have become even more important to use to ensure that you are one of the first sites that appear in a search to edge your website competition.

So what exactly are keywords? These are terms and phrases that are commonly ‘searched’ by clients on the internet. The more effectively you use keywords on your website, the more likely it is that your website will be featured as one of the first ones when someone is conducting a web search and therefore make you more likely to have the searcher visit your page. So how do you choose the right keywords? Read on for more information on how to find the best keywords!

How are keywords used?

If you figure out keywords, your search engine will understand what your content is about, which means it will be found in the right types of searches. Keywords narrow your focus so you can optimize your content to deliver the answers that people are looking for. Keywords can drive your content creation as well as your marketing! 

However, you cant just stuff your content with your chosen keywords and expect the results you are looking for. Currently, with the dawn of digital assistants on your phone and in your home, searches are more often posed as questions. This means that you need to vary your keywords to short, medium, and long keyword combinations in order for the search engine to find the best audience.

You also need to match keywords to the types of purpose behind a search. For example, you should create content for information seekers that include informational keywords, then create purchase or conversion keywords such a cost or buy into other content pages. Don’t forget about location search either! You should include a place or location information in some of your content for people who utilize the “near me” modifiers in their searches. The best strategies will include all of these types of keyword optimization.

How to Find the Right Keywords

Identify your Goals

What type of person are you looking for specifically to visit your site? Are you trying to increase blog readership, purchases, traffic, or views? Once you have your goal in mind, you can tailor your keyword searches to that visitor type. For example, including the words buy, cost, or purchase when you are selling a product versus including the words information, understanding, and experience when you are promoting a blog.

Check out your competitors!

Conduct your own search of competitor websites to find out what they are doing that works. Never make the assumption that they are doing it “better” or “right”, but use the knowledge to inform the choices you make regarding your page. What titles and topics are they covering? What do their headings and subtitles look like? Write down a list of common phrases, terms and topics—not to copy them, but to differentiate yourself. What areas are they NOT covering? Are there similarities or things you can align your site with to attract similar clientele?

Perform Keyword Research

Once you have your list of topic and keyword ideas, go to a search engine and try them out. Where do you rank? This will help you determine whether you need to work more on those topics, whether the market is saturated and you need to find a more niche topic, or whether you need to go in a different direction.

Work those Keywords

This is truly a whole other topic but once you have decided which keywords you want to focus on you can use them in the title of your page, the description (or first 160 characters of your content), and in your social media links or updates. You can also utilize them in hashtags if appropriate. Build out pages based on the keywords you have chosen to focus on to ensure the content matches the need.

Evaluate your performance

Only after you have paid for advertising, can you assess your success. Go back and conduct the initial searches you made and see where you are in the rankings. Keywords are an ever-changing landscape so you need to continually monitor and modify them to optimize your website’s performance. As your website goals change from traffic to conversions or sales, your words may also change. Keyword optimization must be reviewed and adapted as needed for the life of your website.

Keyword optimization can help you skyrocket your business to the front of the line in search engine results, bringing you incredible exposure. We can help you make the right moves towards your brand’s online success. Reach out to us today to learn more about keywords and how we can help you achieve long-lasting visibility with new clients in a new online marketing strategy! We can’t wait to help!