(Properly) Using Keywords To Unlock A Website’s Potential


In a previous article, we covered the importance of SEO and how to draw more traffic to a website. The overview introduced strategies such as monitoring Google Analytics for website acquisition, and publishing new content periodically to improve results.

Refreshing content regularly can move a website higher in search engine rankings, which improves visibility.  However, a crucial determiner of SEO success comes from the selection of and relevant use of keywords.

Many businesses find it difficult to communicate what they’re about in few words or phrases. Understandably so, for businesses, “we produce/provide (x) for customers” is just one part of the competitive landscape and your promise to customers. Value added services, ethos and company mission all play a part in company identity.

For purposes of selecting keywords, it’s ideal to start with core products or services.

Who Do They Think You Are?

In terms of search engine optimization, it’s important to consider the customer’s perspective. How a business describes itself may not include some of the same phrases in which a potential customer would search for the product/service. Interacting with customers and reading industry forums are ways to gain insight into how people search for your goods or services.

Don’t Be Too Vague


Using a single keyword may seem like the way to go.  However, most are often very competitive and be too vague to produce relevant traffic, especially if that one word can apply to a lot of industries and contexts. Use these words as “head keywords” with a classifying keyword or two with it.  For example, instead of using “cylinders” as your key word, use “pneumatic cylinders automation” to really focus on ranking with your true target audience.

“Long String” Keywords

If you are in the early stage of SEO implementation using “long-tail keywords” can be an advantageous alternative. These keywords can be defined as a targeted combination of several words. Essentially, they demonstrate intent, such as “Project Management Fort Wayne.” These combinations have lower search results and are therefore easier to rank on and producing more relevant results. Because of this, businesses can advance in the search results far more quickly and see an increase business/inquiries!


Final Thoughts

While researching keywords is a step toward improving search engine rankings, implementation is another topic altogether. Businesses are encouraged to familiarize themselves with basic SEO best practices before executing new plans.

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