Keywords and their usage in SEO Marketing


There is a great usage of keywords in the world of SEO. Your marketing empire can either build the towers even higher by using the correct one or crumble if you choose one that isn’t good enough for your website. It’s like a game of “Griffins & Gargoyles” but instead of you ending up cold on a floor with poisoned blue lips – it’d be your brand. Thus, it is important to know which keyword to target and use when optimizing your content.

An SEO keyword can be explained as a phrase or word that is going to help boost your web content. Your keyword is what would help people find you through the search engines. They are the linking bridge on the search engines between your potential visitor bases as well as your site.

What is Keyword Optimization?

Keyword research is all about optimizing it. It can be explained as a process that is comprised of three steps in total;

  • Researching
  • Analyzing
  • Selecting

The steps are to choose the most relevant or best keyword in order to drive a qualified amount of traffic from the search engines towards one’s website.

The optimization of keywords is a tad bit critical step, when in initial stages of the SEM – be it organic or paid … critical is critical.

Therefore it is like driving a car, one wrong turn and you might end up in a ‘nowhere’ – and of course, we don’t want that, do we now?

What are the benefits of Keyword Optimization?

While many might not spend a lot of time over keyword optimization due to either lack of interest or knowledge or both – ironically, it is one of the most important aspects in both SEO as well as PPC.

If in case, you do not select a keyword that is relevant to your brand or customers (esp.) you won’t get found! A hello!!! Nobody to hear you, sorry!

No Traffic à No Sales à No Money

In short, it helps you to;

  1. Drive Intent Based Traffic Towards your Website at a Larger Scale

This way the target audience would not be just about anyone but also those who genuinely might be interested in buying your product. It’d drive people who’d actually pay attention to what you have to say or offer.

  1. Understand User Behaviour

When you come across the sort of words your customers search for or use – you get to have a better understanding as to what they are looking for exactly and how you can cater to them.

  1. Write Effective Content

Due to a clear usage of keywords that help optimize your content, you get to connect directly to your potential customers. This is a better approach than letting them search for you and then get to know what they need to.

  1. Measure Traffic Potential

When you get a better understanding of where your keywords rank or do not rank – you are able to measure the size of your potential market.

Optimizing the Keyword Organically

When optimizing keywords you need to optimize them in a lot of parts of your content. It is like cooking a dish – you need to be considerate of the proportions you add everything into your dish. You shouldn’t overstuff your keywords but use them aptly instead, in order to increase their density.

  1. Title Tags

Title tags hold the most importance on your website; be it On page or Off page. Therefore, it would be awesome if you include your keyword in it.

  1. Images

Use your keywords in your images’ “alt attributes”. Moreover, when saving or creating an image – make sure to add your keyword in the filename as well because once uploaded the name of the image remains same as it is saved from.

  1. Links

No matter what sort of link you use – keyword optimization is a must for them as well. Also – keep in mind to keep a track so as to manage your link’s text efforts.

  1. Content Strategy

In order to rank well and increase your chances of connecting to searchers – your content should have keywords in them.

  1. URL

Try and add keywords to your file name slugs. Most websites and pages do so in their URLs.

  1. Meta Description

There is an ongoing debate over this particular part of the page. While some believe a keyword should be added to the Meta description some agree to disagree to the said notion. However, it is always optimal to add it. There’s no pain in just experimenting every now and then, right?

  1. Site Structure

Keyword optimization also asks you to pay attention to your site’s structure as well as the organization of content. For this, you need to select the right keywords as per the page or group hierarchy.

Intent-based Keywords

In order to choose the intent of your keywords, you need to figure out the intent of your targeted audience. Do they want to know something or are they looking to buy something? Or maybe they are just browsing for the sake of knowing or comparing two different products.

There are three types of keywords;

  1. Navigational
  2. Informational
  3. Transactional

As per many studies, informational keywords are sure to have you land at a greater traffic generation pace in comparison to the other two.

Navigational keywords are those search queries that are related to selective brands, companies or domains. Informational keywords or queries are those that give a solution to a problem or help the audience learn something new. Transactional keywords, however, are the search queries relative to purchases. People who want to buy something would want to search for transactional keywords.

Keyword Popularity

The popularity of a keyword affects searched to a great extent. If you use popular or generic keywords there are chances of you to be more visible when it comes to driving more traffic towards your website.

There are three sorts of keywords in such a context;

  1. Short Tail Keywords

Short tail keywords are one-word keywords; they are very generic and are not particular. For instance; internet marketing.

  1. Medium Tail Keywords

Medium tail keywords are those that are a touch of both – specificity as well as generic. For instance, internet marketing strategies. Now someone search for strategies relative to internet marketing would see your content before coming across the article that uses a short tail keyword that didn’t specify the topic as much.

  1. Long Tail Keywords

Long tail keywords are those that are highly specific and more popular might seem like a good idea but they aren’t. See, the problem is that such keywords are very difficult to rank at. Everyone is after them and is bidding over them. For instance, internet marketing tips for Pinterest. It is a direct, no BS keyword, isn’t it? All those who want to read about Pinterest related tips would hopefully come across it but alongside this keyword just decreased its chances of being read by those not interested in Pinterest. What’s worse is that many might have written something on a similar topic so which site do you think is to rank higher in the SERP results? The perfectly optimized one – unless yours is that … don’t take any chances!

The article has been written by AT&T uverse bundles

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