Let’s Talk About Keywords: What Value Do They Actually Bring?

For businesses of any size or industry, online visibility is a must nowadays. Before people decide to contact a business or make a purchase, they will often turn to search engines to find reviews for relevant businesses near them. They even look for online platforms where they can contact sellers and service providers directly. Because of this, it is safe to say that you are missing out on more than half of your potential market if you are not making sure your business is doing everything right online.

Having a website is the most important first step, but there’s still a lot of work to be done after that. In fact, it is only the beginning of a whole set of promotional activities that you must do to get the amount of business online that you need to stay competitive. One of the strategies that is very common today is search engine optimization (SEO). This is a process that makes a website more visible when people search for a product or service on Google and other search engines, by making them rank higher in search results.

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At the foundation of every SEO effort is the identification of the right keywords to use on their website and target in your online marketing campaign. Just how important are keywords to your online success?

Keywords are the articulation of concepts that your target market might be interested in

Many people go to the Internet to find answers to their questions and clarify information. Needless to say, these answers and information have to exist on your website in order for search engines to show your website on a results page. The representations of that, of course, are keywords.

Many keywords might be used to refer to a single concept or question. Now, the right keyword is not necessarily a single word, or the exact same word or phrase and nothing else, but the keyword that has the most people searching for it that’s relevant to your business. You get to know this by researching the keywords’ search volumes, which represent are the number of people in a given period that have used those keywords in a search. You can get the search volumes of some keywords by using free tools that are available online such as Google Ads.

These keywords represent a concept, so it’s important for you not to obsess so much about the keyword itself. Search engines have become very smart about understanding how similarly phrased concepts and synonyms can overlap in a single search. People who search for suitcases will get very similar results to people searching for luggage. So when you write articles and product or service pages, make sure you speak to the concepts and mix up your keywords like you would in natural language. This way, even those who search for the concept using slightly different keywords are targeted.

Familiarity with keywords allows you to collect data more effectively

In the first point, we mentioned that keywords are representations of concepts that your target audience might be interested in. As a business entity, you also need to be familiar with keywords so you can understand what can be clustered and targeted together and what needs to be separated. For example, a person who is looking to buy ‘red Nike LeBron 15’ might also be interested in looking at a page with information about the ‘Nike LeBron 15’ in general, or in other colours.

Some keywords are just so closely related that it makes sense to target them all together. Targeting multiple keywords at once helps enhances your visibility across all searches related to your business. Search volume data of such keywords can be added together, and the total becomes the basis for decision-making when it comes to the length of the article and other matters that pertain to content.

Now all this can be such a cumbersome task for someone who has recently become acquainted with SEO. There is indeed value in outsourcing your agency’s SEO work to firms that actually specialize in it. This way, the nitty-gritty details about keywords and SEO will be taken care of appropriately. You can choose from the top 50 SEO companies on BestSEOCompanies.com.

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