The Importance of Keywords for Marketing & Web Design

In digital marketing, we use relevant keywords on each of your website’s pages in order for them to be ranked on google when someone searches up a phrase relevant to your business. Keywords enable your web pages to become visible to those online users who are interested with aspects related to your business.

Keywords can be very specific e.g. ‘Cornwall UK local ice-cream family recipe’ or broad terms like ‘Ice-cream recipe’. While there is a greater chance of being found on a specific keyword, less people are likely to be searching for it. On the other hand, more people will search for a vague keyword but may not find your business if it isn’t on the first page of google. As there are advantages and disadvantages to both types of keywords, it is best to use them both. This means you can cater to a larger audience while having the chance that the customer you want to find your website will ideally do so through searching up the most ideal keyword phrase.

Generating your keyword list:

-Brainstorm about the type of words you relate to your business in general. This could include a location, the name of a product, the name of the business etc.

-It’s also worth considering how narrow or broad the keywords will be for example, if it matters if there is a spelling mistake, if it matters whether the words are in your given order or if a related word to your keyword would also work.

-Keep in mind the root words as if you are selling cat food, the root words cat and food are not accurate to what your business offers as you don’t sell cats or food (typically considered to be human food). Thus, you need these keywords to go together e.g. (cat+food).

-Something else to consider is that Google rewards businesses whose keywords match their web address i.e. ‘cat+food’ is a good keyword phrase if ‘catfoodforyou.com’ is your web address.

-Don’t repeat keywords if they are synonymous with one another like ‘cat food’ and ‘cat food online’. Examples of good repetition include ‘cat food stores’, ‘cat food reviews’, ‘cat food packaging’ and ‘cat food comparison’ as this cohesion indicates that you are discussing a variety of related topics on your website.

-When this is done, make sure to do the same for each of your web pages. 5 keywords per page is considered ideal and ensure that each one is included in multiple instances on that page.

Evaluating Your Chosen Keywords:

Next you need to consider how your keywords will perform, ideally it is best for a high search volume, low competition. Subsequently, this data confirms to you that there is plenty of demand for the product/service but not very much supply as there is a lack of competition. These gaps in the market are perfect for SMEs to take advantage of and thus create a business opportunity; your business is more likely to rank higher on google for a keyword when there is less competition.

Implementation:

A great platform that we, at WebWorksWell, like to use is Yoast. Yoast provides SEO software to help you to optimise your website’s performance when ranking on google. Their aim is that everyone through using their platform can effectively get their website ranking on google especially in such a competitive time for online marketing where each competitor is striving to rank as number 1 on google through paid or organic means.

Tracking Your Keywords:

As the internet and the popularity of search phrases is continuously changing, you need to keep an eye on how each keyword is performing. If it has drastically decreased in in search volume, then it could be worth replacing it with a more popular keyword. Although, if it falters it may also be worth giving it time as some keywords can gain back their lost search volume and even become a more popular search term than before. In general, it is best to keep tracking their performance and make a judgement with a team of individuals after discussing the recent trend of a certain keyword.

We hope that you have found this blog to be interesting and of use to your business. If you have any further questions then please do not hesitate to get in contact with us. We are more than happy to help you with implementing and managing your own keywords.

We look forward to hearing from you.