In order to have an effective search engine optimization campaign, choosing the right keywords is crucial. Without focusing on keywords, you’re making it difficult on yourself, and you can easily waste time and money. To understand why this is the case, let’s go into some detail about keywords and how they can make or break your SEO campaign.
First of all, the keywords you choose for your content will heavily influence the amount of organic traffic you receive from search engines. For example, even if you rank highly for a particular keyword, it won’t do you much good if there are little to no search queries for it. On the same token, even if you choose a keyword with lots of search queries, it won’t do you much good if it’s completely saturated with competition. This is why it’s so important to spend some time doing keyword research. Without it, it’s a guess at best if your content will actually bring in any traffic.
To perform keyword research, it’s smart to utilize a resource such as Google’s Keyword Tool. This is primarily because it’s free and focuses on search queries from the world’s most widely used search engine. By entering in a broad keyword phrase, this tool will display related keyword phrases. It will also tell you how many local and global monthly searches each phrase receives as well what the level of competition is. From there, you can select the ideal keyword phrase that fits what your content is about.
Along with doing keyword research, there are other elements of using keywords that will affect your SEO. One is using the correct keyword density. This term refers to using a targeted keyword a certain amount of times within the body of your content. Generally speaking, it’s ideal to have a keyword density that ranges between 2 to 7 percent. Any less and it makes it hard for search engines to index your content. Any more and your website may be penalized for keyword stuffing. Making sure to not use keywords in excess has become even more important with Google’s Penguin Update in April, 2012. Basically, this update was designed to lower the ranking of websites that practice black hat SEO techniques like keyword stuffing and low quality backlinks.
Besides this, it’s smart to integrate keywords into places like your website’s domain name, page titles, headings and tags. For example, if your website is about cats, you might want your domain name to be something like “catcare.com” instead of something vaguer like “householdpets.com.” In terms of page titles, you will usually want to perform keyword research for each individual title so you can increase your ranking. For example, you might use the keyword “healthy cat diet” as an article title. From there, you would want to place similar keywords into an article’s headings and a variety of relevant keywords into your tags. Doing so should make it easier for your website to appear in relevant search results and should bring in organic traffic.
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