As Google’s algorithms evolve every year, SEO has become more sophisticated. Hence, old keywords may not work the same as before and could even work against you.
Failing to stay updated with the latest keyword optimisation techniques may cause your site to lose its visibility in the search engine results. While a keyword research tool can fetch quality and relevant keywords, implementing the best practices in keyword optimisation is necessary for delivering SEO success on your site.
Tips to Optimise Your Keywords for SEO
Periodical tweaking your keyword list is one rule-of-thumb for improved number of visitors, higher conversion rates, and more closed customers.
Allow Your Keywords to Associate With Users’ Buying Journey
Remember that not every potential customer will start the search with a specific product in mind. Likewise, users may not be compelled to do extensive research, as well.
Use a keyword research tool to find terms that target everyone whose interests match your website’s content. Every customer is on a different stage in the buying journey, and your keyword must match them to the right page on your website.
Here, customers are trying to find the right product/service/ solution that meets their needs. Map your keywords to those pages that answer general questions related to your offering. The pages must be informative rather than a persuasive selling page.
Once customers have already figured out a specific solution, they start evaluating options. Use this opportunity to build trust and advertise the feasibility of your solution. As such, the keywords must focus on the value of your solution.
The Decision Stage
This is the stage where people have a direct commercial interest and often use terms like “buy,” ” demo,” “order,” and others. You may, then, use the right content to turn a prospect into your customer.
Use Keyword Optimisation Checklist
A keyword optimisation checklist helps to create a structured workflow by considering all sections of your site.
- Webpages segmented based on conversion rates, and topic lets you categorise your keywords accordingly.
- Use your top keywords to create a list of long-tail variations.
- Be mindful of the branded terms.
- Pay attention to keywords with geo-modifiers.
- Seek help from a keyword research tool or run a competitive analysis to discover overlooked keywords.
- Create new web pages or use the existing ones for aligning these newly discovered words.
Do Not Ignore Long Tail Keywords
Today, the ability to do a voice search has heightened the importance of long-tail keywords. This is specifically true for mobile users, who prefer voice-based searches over struggling with swipe controls.
Voice queries tend to have a conversational tone and differ from traditional search terms. Hence, focus on conversational-style long-tail keywords that bring the right piece of content to the user.
Right Keyword Placement
Rigid adherence to keyword placement practices may leave you behind in the SEO race. Now, where should your keywords be ideally placed?
- Opening Paragraph: A long, droning introduction must not have the readers miss the topic’s meat. Your keyword may make an early appearance in the content and take the reader right into the heart of the matter.
- Meta Description: The matter of target keywords in text snippets boosting the site ranking is an ongoing debate. Nevertheless, all experts agree that keywords in meta tags bring more clicks, which is most-desired.
- Site Structure: keyword optimisation plays a crucial role in how a website is organised and structured. Keywords must be selected right, must be adequately grouped, and placed on website pages accordingly.
Factors to Consider While Optimising Keywords
Keyword Popularity: There are two aspects to consider while you eye for a popular keyword in your business category:
- Targeting the Most Popular Keywords: this is a straightforward option to bring maximum traffic to your site. However, it is challenging to rank high with popular terms.
- Targeting the Less Competitive Words: It may seem futile to aim for less popular terms, but it is a safe bet for young websites to capture a fair amount of user attention. Keyword modifiers and long-tail keywords often help these websites rank competitively alongside mature sites with established authority with popular keywords.
Keyword Relevance and Intent: Keywords must be relevant to your site’s offerings and connect with searchers’ intent. Keywords often have a navigational, informational, or transactional purpose and ensure to focus on high intent words to get more qualified traffic.
Keyword optimisation is one of the toughest tasks in search engine marketing and can have marketers, bloggers, or site owners losing out on traffic, sales, and money. However, a successful effort is guaranteed to fetch the highest customer traffic, under user behaviour, generate compelling content, and service customer needs effectively.