Keyword

What is a keyword?

In search engine optimization (SEO), a keyword is a word or phrase people search for when looking for content about a specific topic. Keywords are critical in helping search engines display relevant results to search queries. 

Many businesses use SEO software to improve their website ranking in search engine results pages (SERPs), including keyword optimization as well. These tools help product and marketing teams identify the best strategies to produce higher rankings in search engines like Google and Yahoo. 

Why are keywords important?

Keywords tell search engines about the content of a website’s page. They’re essential because they bridge the gap between search queries and the type of content displayed to searchers in return. When someone enters a keyword into a search engine, at the backend, it tries to match the content that fits the particular keyword for display in the search results. 

Not only is this important for providing internet users with relevant content, but it can also benefit brands that rank highly and provide quality content. Using keywords as a part of a broader SEO strategy can result in new visitors, broader brand awareness, and increased sales. 

Types of keywords by length

Different types of keywords serve specific purposes and also provide varying results. Some types of keywords to know include:

• Short-tail keywords. These types are short, generally two or three words long. Short-tail keywords include organic SEO and keyword research results. Typically, they have a high search volume but aren’t necessarily specific or targeted. This means high-ranking content for these keywords may generate a lot of visitors, but they may not be interested in converting or purchasing products or services. 

• Long-tail keywords. These keywords consist of more than three words and are more specific than short-tail keywords. These tend to receive less search volume; however, high-ranking content for long-tail keywords has a higher potential of converting traffic than shorter, less descriptive keywords. 

Benefits of using keywords

Using keywords effectively in content boosts the chance of web pages ranking higher. Organizations may experience additional benefits, like:

• New website traffic. When content ranks in the first few pages of search engine results, there’s a higher likelihood that searchers will click and explore the content. 

• Increased brand awareness. High-ranking content also increases brand awareness. As searchers get exposed to high-quality content from the same website multiple times, they recognize the brand and trust the source. 

• More sales. As searchers start to recognize and trust a brand and its content, they’re more likely to make purchases from them. Over time, businesses can attribute an increase in sales partly to using the right keywords as part of a broader SEO strategy.

How to choose the right keywords

Choosing the right keywords makes or breaks the SEO of content. To find the right keywords to increase the likelihood of success, consider the following:

• Identify which keywords people are searching for. Content teams can use a keyword research tool to find which topics and keywords target audience input into search engines. These tools allow users to enter a subject and provide relevant keyword suggestions and search volume for each. 

• Ensure the content aligns with the search intent. When selecting keywords, businesses should choose keywords that align with the content they produce. The goal is to provide valuable and relevant content that matches search intent so the searcher can find what they’re looking for. This might include a product or service, educational content, or a specific website or brand. 

• Understand the likelihood of ranking for the keywords. Some keywords are more challenging to rank for than others. Terms that are too broad may be too competitive. Instead, teams can prioritize keywords that have the potential to rank to avoid wasting time on low-performing content. It’s also essential to understand the search volume, as keywords people don’t search for may not be worth prioritizing. 

Best practices for using keywords

Some general best practices for using keywords in web content are recommended. For maximum impact, content teams should consider the following when using keywords: 

• Add keywords throughout different parts of the content. It’s important to note that teams can build keywords in various sections throughout the content beyond the body of the copy. Content writers may want to consider adding keywords in the page title, SEO title, subheadings, introduction, alt text for all images, meta description, and the URL slug when considering their content marketing efforts. 

• Incorporate keywords into the content naturally. Teams should prioritize adding keywords to coherent sentences rather than forcing them into sentences. The same applies to headings, meta descriptions, and other keyword-recommended locations. In addition to adding them naturally, they should be placed logically and distributed unevenly throughout the content, adding value without distracting from the overall content. 
• Use keywords in moderation to avoid keyword stuffing. Using one keyword too many times in a piece of content is possible. This is known as keyword stuffing, and it can negatively affect the content as search engines may deem it unreadable or mark it as spam. Content teams should strive to use keywords enough to rank but not overdo it. 

Not sure where to start? Try conducting a website audit to understand what website changes to make and how to improve the user experience.