The Importance of Keywords

Keywords, one of the main tenets of search engine optimization, are self-explanatory. They are the key words and phrases in your web content that lead individuals to your website via search engine queries.

The key is to know your audience and your website goals because a site that is optimized for search engines speaks the same language as its target audience. Developing keywords should be one of the first steps in search engine optimization. To begin this exploratory process, find your keyword sweet spot.

Your keyword sweet spot should be a keyword or phrase that has a good amount of traffic surrounding it but doesn’t have so much popularity that competitors have monopolized it. If you’re aiming to rank for “fashion blogger,” you’re late to the runway show and will wind up on page 20 of Google. So find your keyword sweet spot with a variation of the phrase “fashion blogger.”

Conducting keyword research will help accomplish the task of uncovering the keywords and themes that resonate with your brand. There are a few valuable programs that will guide you, such as Moz.com, Google Keyword Planner, and Google Search Console. Additionally, knowing the high-value keywords that your website is already ranking for by utilizing Google Search Console is helpful. 

On the research road, break down the keywords into themes and variations. A keyword theme is a broad, overarching keyword. A keyword variation is a version of that theme.

Example: The theme is fashion blogger. Variations could include urban fashion blogs, women’s street style blog, and fashion blogs to follow. You get the picture.

SEO keyword research should be an ongoing tool by adding, augmenting or replacing keywords and phrases that are designed to attract the users you seek. 

SEO is all about the users. If your content answers their questions the best, you’ll be rewarded by Google with a high ranking. And that will bring more users to your site.



Emily Campbell