Keywords are undoubtedly an integral part of SEO services as they link online searchers with the content that they are looking for. In case you don’t know what are keywords, they are simply words and phrases that the internet users type and in the search box of Google, Bing, Yahoo or any other search engine to get website pages bearing the content they need.  As such, if your website pages have content with highly searched keywords, it’s highly likely to experience high traffic because of the high number of the keywords’ searchers who visit it to get related content and apply it.

How to find and apply keywords

How to Find, Organize and Strategically Apply Keywords

Despite the importance of keywords, it is important to know that they’ll only give the desired results if they are selected and applied appropriately.  Preferably, select and use high trafficked keywords in your niche. So, before you even think of finding the right keywords to use, you need to define your niche. Considering your niche, keyword research goes a long way to establishing the best keywords to incorporate in your blogs or web pages.

How do you know the words and phrases that are highly searched by internet users in your niche?  You can simply use keyword tools such as Free Keyword Tool, Similar Web and Search Metrics

Search Metrics

This tool is among the best keyword finders, especially if you aren’t certain the keywords that you want your site to rank for. With it, you’ll find out the keywords that bring the highest traffic to the websites of your competitors. These keywords are likely to drive commendable traffic to your site as well. In case you don’t know who your competitors are, simply go to “SEO research > Competitors” on the tool’s interface and you’ll get potential candidates.

Free Keyword Tool

The tool generates a list containing hundreds of keyword suggestions that you can apply in your content. Nevertheless, each of the generated keywords has a distinct value in terms of competition and the number of users searching for it. As such, you need to find a way to narrow down the keyword suggestion list to just a few niche keywords that will bring you the best organic traffic to your site.

Similar Web

Similar Web works almost the same as Search Metrics as it helps you to discover your competitors. Websites.  However, unlike Search Metrics, it doesn’t tell you the keywords that the competitors use. To know your competitors, just enter a few queries that you’d want your site to rank for. Then, you’ll look up the sites. From there, you’ll use Search Metrics to find the keywords in your competitors’ sites.  Under “SEO Research” on Search Metrics, click on “Rankings” and then “Long-Tail” to see a list of keywords that the site of the competitor ranks for and the possible amount traffic they bring to the website.

Did you just whisper, “But just wait! How long should my keyword list be?”

Well, there’s no definite answer to this. The list could be of 50 or 700 keywords, depending on the complexity of your product or service. Preferably, let your list be at most 1000 keywords if you are marketing a medium or small enterprise.

Organizing Keywords

Now that you have your long list of keywords, does it mean that you’ll use all of them? Of course, no. You can pull out branded terms used by your competitors because using them would be like advertising the competitor on your site, something that you don’t want because you are competing against them.   Then, filter the keywords into three categories: priority terms, secondary terms, and others.

Priority terms are those keywords that you’d like your site to rank for instantly. These terms should be related to your present or upcoming business.  Also, the terms should imply questions that you can answer easily or needs that you can satisfy. And of course, the terms ought to have a high search volume.

Secondary terms include keywords with low-volume terms but are likely to convert and imply questions that you can’t currently answer because of lack of expertise. Besides, they relate to your current business’ activities. You will use these keywords in the future after using priority terms effectively.

Other keywords include those that don’t belong to any of the above two categories.  You can simply ignore them for now and opt to use or not to use in the future.

It’s time to apply your keywords

From the aforementioned three keyword categories, you first use priority terms and then secondary terms in future. When applying keywords, ensure that you use them in a manner that provides real value for people rather than merely sending hints to online robot friends.

The rule of thumb is that you should include unique keywords on every page of your site, especially on the title tag and content’s body as these are the areas where bots and humans mostly look to confirm if a page contains what they are looking for.

Besides, you can consider including a primary (priority) keyword into your website page’s URL, H1 tag, image alt attributes as well as in the meta description.  By so doing, you’ll have given search engines a clear clue concerning what your content is all about. It is the fundamental way of targeting your content to searches.

Paid Text Ad Campaign

In case you want to create a paid text ad campaign, it is also important to incorporate priority keywords in your text ads.  This will improve the visibility of your ads on Search Engine Results Pages (SERPs), particularly to your target audience.

When a person clicks on your advice, he/she will be directed to a particular page on your website and this page is called a landing page. The page should contain the information that the ad portrays. As such, the strategic apply of keywords on this page is important as it’ll help the visitor to establish if the content available matches what he/she wants without having to read through the entire page. The relevant keywords (those featured in the ad or related ones within your niche) should at least appear on the body text, headline and title tag of the landing page.

Now that you know how to find, organize and apply keyword, it’s now time to take the performance of your site a notch higher.

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