When creating a business website , the biggest challenge is to bring it to the customer’s eyes. A website can only have real visibility if the search engines can browse it and index the pages. Luckily, you can use the keywords to improve your SEO and draw attention to your website.
SEO: what is it?
What are the keywords and what are they important for your SEO? Keywords are terms and questions that people use to search online. Of course, it’s not using random keywords that will not make your site popular. The pages on your site must be “optimized” to attract the right customers.
SEO, or SEO (Search Engine Optimization) is a set of best practices that allow search engines to analyze your website more easily. A site is more likely to get good positions on search engine results pages (SERPs) if common search terms are found there.
Most of the time, people do not type exact URLs when they search online. They enter a question, phrase or a string of related words. In return, the search engine suggests a list of sites based on their correspondence with the query. These results, known as organic results, are your gateway to a stronger online presence.
Evolution of search engines
You’re probably wondering if the keywords really deserve all that noise. You may have heard that keywords are no longer an important factor for search engine algorithms. It is true that search engines are becoming more sophisticated from year to year. Keywords are not ready to disappear from the landscape, but the context and structure of the site determine their level of effectiveness.
In the early days of the Internet, any site full of good keywords could be top of the search engines. The search engine companies were aware that a dilution of the results would be detrimental to the search for quality content. Google has paved the way for more sophisticated search engines, able to judge the overall relevance of the site’s content. Now, search engines are exploring your site’s pages and determining their relevance to keywords using bots.
Let’s take an example. A user could seize the question “What are the best places to visit in Madrid? “. Imagine that your site has a page called “10 Must-See Places in Madrid”. Your site may very well not contain the exact wording of the user’s question. However, based on relevant word groupings, search engine bots know that the page is likely to answer the question.
To deliver even better search results, search engines reward popular sites. If your pages are read frequently and receive many links, search engines assume that their content is useful. The credibility of sites that link to your pages through links is also important. This is intended to prevent spammers from taking advantage of creating many mediocre sites full of links. That’s why placing quality content on each of your pages is the best way to improve your search engine positioning.
How to choose basic keywords for your SEO
Even though search engines are powerful tools, keyword research remains useful for refining your approach. After all, if you are repairing smartphones, you do not want to attract those who want to have their laptops repaired. To choose your keywords, establish a list of phrases that your target audience is likely to use for their online searches. The basic characteristics of your business are a good starting point. Consider the following aspects:
- The activity of your company
- Your popular products
- The main problems that you solve for your customers
- The geographical situation of your company
- The questions your customers ask you frequently
Use a keyword research tool such as Google AdWords Keyword Planner to build a list of common searches for the phrases you’ve identified. For a good positioning, it is a question of targeting keywords whose volume of research is high and for which the competition is as weak as possible. Short and popular keywords might seem like a wise choice, but remember that all the companies in your niche use them. How to stand out and achieve the first results of research?
Long-tail keywords attract qualified visitors
Using long tail keywords for SEO can help small businesses compete with the bigger ones. Long-tail keywords are highly descriptive expressions of three or more words. They allow you to precisely identify the problem your audience wants to solve.
Imagine that you have a business that offers a personal cook service. You could start with basic phrases such as “personal cook”, “private cook” or “home cook”. These keywords will already be used by all personal cooks on their site; your chances of getting a good position will be severely limited.
However, not all personal cooks are among your competitors since your company operates locally. Adding a geographic location, such as “Reindeer Cook”, allows you to filter out customers who are not in your area. Keyword research tools can give you suggestions for long-tail keywords. The more unique your niche is, the easier it will be for you to refine your long tail keywords to reach the right people.
Let’s continue with the example of the personal cook. The long-term phrase “engage cook for birthday” indicates that you offer your services at home events and not for everyday meals. The phrase “Gluten Free Personal Cook Brittany” is for people in the area who are following a particular diet.
The position of the keywords plays a role in the visibility of the site
It matters where you place your keywords for positioning your site. Since search engines explore sites continuously, they need effective methods to process their content. Search engines often tag keywords in standard locations, such as headlines and images. Be sure to include your keywords in the following locations:
- The title and the tag description of the site
- The URL of the site
- The title of the pages
- Meta tags
- The anchor text of the links
- The description and the file name of the images
When optimizing the structure of your site, you do not need to write awkward text full of keywords. Strive instead to write useful content and incorporate your keywords in a natural way.