.png)
In a world that revolves around digital marketing, fast-paced internet trends and algorithms can be challenging to stay on top of. SEO recommendations, for instance, are always changing and shifting.
The right keywords, though sometimes hard to find, really are KEY. They define your content.
Proper keyword usage will bring traffic your way. Your content will appear in people's Google/Bing/Yahoo/[insert obscure option here] searches if you target the right words and phrases.
(In other words, your content will be Search Engine Optimised.)
You can't write a blog about, say, 'The 10 Best Places to Eat While You're in Italy' without hitting any keywords that'll make that blog searchable and SEO-friendly.
Think 'best pasta in Italy', 'Italy top restaurants', or even more location-specific options like 'top Florence restaurants'.
What makes a perfect keyword? Try to land on terms which:
1. Are well-researched
First and foremost, you need to know your target audience when you're identifying keywords for a piece of content. When you know your audience, you have the best chance of figuring out what they're searching for.
When you know your audience, you can start your research phase. What's generating traffic in your industry, in your niche, and with the people you most want to get their eyes on your words?
If you don't have the time to do this research, don't be afraid to outsource to an SEO specialist.
2. Are specific but searchable
Your keywords need to walk a fine line between 'searchable' and 'specific' if you want your content to be highly ranked and easy to find online. This is where long-tail keyword phrases become your bread and butter.
Long-tail keyword phrases, usually between three and five words long, can be more specific and detailed than singular keywords, allowing you to take advantage of your niche and see more conversions.
For instance: If you're an eco-friendly stationery company based in Bristol, you're more likely to be at the top of the search results for 'eco-friendly stationery Bristol' than you are for 'stationery', plain and simple.
Thus, the former is a more important target keyword.
3. Don't ruin the flow of the content
It might be tempting to try and cram as many keywords as possible into your content. But if you include so many that your copy reads as sales-y and not very well-written, your audience will notice.
Ideally, your audience shouldn't even be aware that you have an SEO strategy in place.
There's no perfect number to drop in there - it depends on the word count of your content and how naturally you can make your keywords fit - but there is a perfect balance. Copywriters and SEO experts recognise that balance.
If you can do all of the above, you'll be on good ground from an SEO standpoint.
It's hard to be the best. If you're a new, small business, don't expect miracles, and don't expect them overnight. The best way to climb the search engine ranks is via consistency, and that comes with time.
If your business needs help creating carefully keyword-sprinkled content, please don’t hesitate to get in touch.