The Keys to Keywords
Not to be corny, but mastering the art of using keywords in online content for your brand will unlock a great amount of untapped potential for bringing in site traffic and gaining loyal customers.
Using keywords can be an art; there has to be a balance of inserting them thoughtfully, while not overdoing it to the point where you are keyword stuffing your posts. Here are a few tips on how to take advantage of what keywords can offer!
1. Know The Language of Your Customers. One of the biggest mistakes you can make when using keywords is to focus on words that your potential market does not even search. By using keyword analytic tools and looking at social media comments and discussions from potential consumers, you'll notice the language and lingo they use. Additionally, using these platforms can help you determine if the language changes over time-- being involved in checking social media and analytics will help you keep up with the new words that still relate to your brand. Integrate popular words as key words, rather than solely using keywords that you think describe your product.
2. The Perfect Keyword. The most important thing to remember when using keywords is that it is okay to be specific. At first thought, it may seem easiest and most widespread to use general keywords like "store" or "food." However, think about if you were searching for a particular item-- for example "best Thai food in Buffalo, New York" rather than "food." When you use keywords that are made up of a multiple word description (long-tail keywords), you are giving yourself a chance to have a much higher SEO (appear on earlier pages of search engine results) because you are making your content applicable to a particular search rather than every general "food" search online...and I'm sure there are a lot.
The only point to consider when using specific keywords is that it is extremely rewarding when and only when you use the language of your customers (tip 1).
3. Don't be a Keyword Stuffer. Placement of keywords is ... well, key. Having a keyword in the URL, tagline, and body of your content are easy places to insert keywords and are where search engines often look in order to rank where your page will appear in a search result. If you try to manipulate the system, Google and other search engines will punish you. Using your keywords too many times in a way that is unnatural to read is considered Keyword Stuffing and will send you to the last page of any search engine's results. Search engines will not punish synonyms; so don't be afraid to use related words in your content when applicable.
Keywords are a great way to increase SEO, site traffic, and gain potential clients, when utilized correctly. By keeping thoughtfully and naturally placing an appropriate amount of keywords throughout your content, you can begin to take advantage of the benefits of this important tool.
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