When developing a website it is important to keep search engine optimization in mind. One of the main components of optimization is using relevant keywords in page elements such as URL, title tags, metadata, headers, content, links, image names, alt attributes, and anchor text. Your keywords will determine who sees your site because ultimately, the audience searches using keywords. It is important to do keyword research and implement them correctly because missing important keywords or phrases can result in missing out on potential clients or customers.
First, think about your site and what you have to offer. What is your USP, or Unique Selling Proposition? Your USP differentiates you from the competition. It is important to have keywords that are different than those of your main competitors. The broader the keyword, the more competition there is for it. There is less competition for a niche keyword but also less search volume for it, so it’s best to be somewhere in the middle. Don’t be afraid to look at the meta information and content of your competitor’s website to see what types of keywords they are using. Don’t copy it; just use it as a resource.
Next, think about how people search. A keyword phrase is the same as a keyword. You should incorporate up to five unique keywords per page of content being optimized. These five words, or phrases, should all be relevant and related to each other. Using long tail keywords, phrases that have three to five words and are very specific to whatever you are selling or promoting, can be very effective for targeting those that have moved from “research mode” to “purchase mode”. They have a higher click through rate and provide a higher conversion rate by up to 200%.
Be sure to use singular and plural forms of certain keywords and modify your primary keyword into multiple variations. The difference in search volume can be immense. For instance, if your primary keyword is “mountain bike” you can also use “mountain bikes”, “mountain biking”, “biking on a mountain”, or “mountain bike reviews” as keywords. Don’t forget to use industry buzz terms that could generate traffic to your website if they fit as keywords.
Remember to constantly fine-tune and re-examine your keyword list on a regular basis. It’s an ongoing process, not something that you do now and then forget about once your site is built. Always stay ahead of the game and be aware of what is going on in your industry. Seek out opportunities to capture a unique keyword that fits into your niche. The habits of searchers are always changing, and it’s important to keep up with these changes. If you don’t, your competition will.
Identifying the right keywords is an extremely important step in the online marketing process. Implementing these targeted keywords that directly relate to your content should be profitable if done correctly over time.