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Keywords: Why are they so Important in SEO

Although you may think all of the hard work is over now your website is up and running, unfortunately this is just the start of things. Once your website has been set up, you then need to find a way to make sure that other people can locate it. Whilst we would all love it to be as simple as adding your website to a search engine directory, this is not the way it works. Instead you have to make sure you use search engine optimisation, both on and offsite so that your site appears on relevant search results pages. A great way to get your site to rank for the searches you want it to appear for is to identify and optimise keywords. In this article we will provide a brief guide to understanding the importance of keywords.

How to identify keywords

Before you can begin optimising your website, you first need to identify relevant keywords. These are words that are associated with your website’s industry and niche. A great way to think up relevant keywords is to put yourself in the shoes of your audience. Who do you think will be looking at your website and what do you think they will be looking for? You should also look up your competitors and get an idea of the keywords they are optimising. Once you have a good idea of the keywords you need to optimise, you then need to perform research to find out how competitive the keywords are and how many users search for them (both locally and globally) each month.

Keyword tools

Google Adwords will be your best friend when it comes to performing keyword research. It is a great tool for finding out how competitive your keywords are, how often they are used by searchers and other relevant keywords that you may not have thought of. The tool will tell you the volume of searches related to specific keywords, preventing you from wasting your time optimising keywords that people rarely search for.

We also highly recommend setting up a Google Analytics account for your website. Google Analytics will help you to monitor various different aspects of your site, including what users have been searching for when they have visited your site. By seeing what keywords they have used in organic searches, you can get a better idea of what they are looking for when they reach your site. You can also see the average time people stay on your website and your bounce rate. If people are not staying on your website for very long, it suggests you are not meeting their needs and are perhaps optimising the wrong keywords. Use the keywords users have searched for to tailor your content to meet their requirements.

Optimising your keywords

The next stage is to optimise your website content, page titles, image tags and meta descriptions using your keywords. The number one rule when it comes to optimising SEO keywords is to make sure they fit into your content naturally. The content you create must also be unique, relevant and compelling if you want to stand a good chance at ranking highly for your chosen keywords. Another tip is to use different versions of your keywords in your content. This will give you more coverage and help you to target users searching for similar phrases.

Keyword ‘no nos’

A big ‘no no’ when it comes to using keywords is stuffing. This is where you try and fit your keywords into your content as much as possible. Although you want to optimise your keywords by using them frequently, over optimising them can cause your website to look spammy. This will not look good to users or search engines crawling your website. If your website appears spam-like, people will not trust your website and you will soon drop down the rankings. Remember when optimising your keywords, they must be relevant to the content and naturally fit into the text.

Conclusion

Google needs to know that the content you have on your blog is relevant to what people are searching for, therefore it is important to create high quality content that is relevant to your keywords. Keep in mind these basic tips when identifying and optimising your keywords and you should set your websites SEO off to a good start.

Remember to monitor your keywords over time to check that they are still relevant and are being optimised effectively; seek the services of a professional SEO Company. One last thing – make sure you continue to produce fresh, unique and relevant content, keeping your potential audiences’ needs and requirements in mind at all times.

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