Keywords Are Important! Here’s Why…

If you aren't using keywords, your business is missing out.

Understanding Keywords Can Help Promote Your Business

If someone was searching on the internet to find what your business offers, what words or phrases might they use to describe it? Every minute of the day, people in your area, and around the world, search online using keywords for the goods and services they need. While some people immediately use user-generated review websites like Yelp, TripAdvisor, or Angie’s List, lots more simply go to a search engine such as Google or Bing and enter in a handful of “keywords”. Here are a few examples:

  • Eco-friendly dry cleaners Denver
  • Rhinebeck, NY hotels
  • Best pizza in San Francisco
  • online federal tax forms

With keyword terms, there are as many different ways to search as there are people! A person could easily search on “green dry cleaners in Denver” as they can “eco-friendly dry cleaners Denver” which is why it’s important to do a little keyword research when writing the content for your website.

In order for your website to be found by search engines, you need to make sure the important keywords people search for are on relevant webpages. A good way to make sure of this is to list the main categories your business falls under and then a list of words, phrases, or industry terms that describe your business’ products or services.

Here’s an example: If your business specializes in pizza, start off with words that customers would use, like deep-dish style pizza. You might also want to add terms such as thin crust pizza, or gluten free pizza, if you offer these menu options. You can grow your keyword list further by including other relevant terms such as birthday pizza parties, pizza delivery service, and more.

Google's Keywords Search Tool
Google’s Keywords Search Tool

In addition to asking your staff and customers for their keyword suggestions, it can also help to use Google’s free Keyword Planner tool. This tool is part of Google AdWords, but you do not need to buy Google ads in order to use it. By exploring the Keyword Planner tool, you can get keyword suggestions relevant to your product or service, it can also tell you what the internet search volume is like for particular words or phrases by language, geographical locations or time period. Looking at the top searched for terms in your business category may help you to identify relevant words or phrases that you overlooked in your initial list-building efforts.

Once you’ve identified an accurate list, you’ll want to review each of your webpages and make sure the keywords and phrases are represented authentically and naturally. “Keyword stuffing” (throwing all your words and phrases on to pages without care for accuracy or readability) will get you into big trouble with search engines and look unprofessional to customers, so avoid this at all costs! When developing the content for each webpage, keep your keyword list nearby and use the terms when appropriate – remembering that while search engines are very helpful in “serving” your website to potential customers, it’s these potential customers who will look over your website and decide if your business is what they are looking for.

Your #1 job in writing website content is to make sure your website is making a great impression and convincing readers that your business is offering exactly what they are searching for. Developing and using a relevant list of keywords and phrases will help give your website the extra boost it needs to stay competitive and relevant in your marketspace.

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