A keyword is a word or phrase that people use to search for information online. If your company’s online content features the right keywords, those searchers have a greater chance of finding your website. It’s one of many criteria that search engines factor into their algorithms that determine rankings on search result pages. Content must be created around keyword topics and searches.
Every topic on every web page should be related directly to a specific keyword. It’s crucial for search engines to be able to match specific searches to your content. That’s just the first step in understanding keyword search and analysis issues.
Broad Keywords Vs Long-tail Keywords
Don’t be fooled into thinking a keyword is one word only. It can be a string of words.
A broad keyword is a single word that is general to your field of business and used often. For example, a bank might use broad keywords like account, loan, or mortgage.
A long-tail keyword is a longer set of words that is more tailored to your specific business and can play heavily on the value of your website in a search. Keeping with the bank example: commercial real estate loans, first-time home buyers mortgage, and Belleville Savings and Loans are all considered long-tail keywords. Long-tails also include questions: what is the top rated bank in Belleville?
You might be surprised at the words people enter when searching for a specific type of business or answer to their question. Don’t assume you know what the most common keyword(s) may be. Do your due diligence and research keywords that are used most often. You’ll have to lay out different topics to do with your business. Those topics relate to what people might be looking for and why they might want to use your business. Some keywords will fit under one topic, others will fit under more than one.
Figure out what keyword searches bring visitors to your website. Then research other keywords that are commonly searched for in your line of business and start tailoring your content to those as well. It’s about targeting people’s interests and intent.
To understand this part of the keyword search world, you’ll need some keyword tools.
These tools can help you find keywords that get the most volume in online searches. Use a combination, not just one.
- Google Adwords Keyword Planner. This is great for looking for new keywords to use in your marketing. It can tell you something about search volume for words, but mostly about words that connect to your site, otherwise it’s not entirely reliable yet.
- Google Trends. Enter some keywords and topics, then see how they’re trending online. You can even see when they trend more or less in relation to specific events or times of year.
- Moz Keyword Explorer. This super supplier of marketing software specializes in marketing analytics and has a great tool for streamlining your keyword research.
- SEMrush Keyword Research. Loved and trusted by marketing experts and business owners alike.
There are plenty more out there. But these will certainly handle all your needs.
Keep Researching Keywords Regularly
You know only too well that things change. They change very fast in the online world. Don’t assume the keywords you use now will continue to receive heavy search volume forever.
Of course, staying on top of keywords and market trends takes time. Not every business owner has that time. Not every business can have an in-house marketing department. This is where contracting a proven online marketing company to handle your needs can take the weight right off your shoulders and out you back in the driver’s seat.
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