Producing and publishing content on blogs, websites and social media pages helps you to make current and potential clients aware of what you do and what you offer while establishing your expertise in your industry. The most effective online marketing requires the use of keywords and SEO to make sure your content can be found and promoted by the major search engines. This post discusses the roles of keywords and SEO while offering a cautionary message to those who find themselves obsessing over the effort.
What Are Keywords and SEO?
Keywords are individual words or phrases that represent what your clients are most likely to search for when looking for businesses, like yours, online. For example, an architect might use keywords such as "architecture" or "building design" in their online content.
Content creation should not be solely focused on coming up with strategic keywords. The focus should be on creating great content that will capture the attention of your prospects and clients. A search engine will not admonish you for failing to underuse keywords or having a well-written, optimized page. However, they will punish you for cramming your pages with a heap of keywords.
A lot of people needlessly obsess over keywords. If you find yourself with a keyword fixation, you should know Google does not match the keywords you enter into a browser. Google algorithms aim to understand the intention behind your query so that it can provide the most relevant, high-quality search results.
Stop wasting your energy obsessing. Simply focus on developing great content organically. When you are writing freely, you will find new keywords and/or keyword phrases will present themselves naturally. In effect, trying to meet your keyword quota is stifling your ability to develop a creative marketing piece.
SEO, or search engine optimization, is the process of placing those keywords strategically throughout a blog post, Facebook update or web page. There should be a balance of SEO keywords to help your online content rank higher in the results lists returned by search engines. The goal of SEO is to get your site or content to appear as early as possible in search engine results.
Using Keywords and SEO
- Do your research: Use online tools such as the Google Adwords Keyword Planner for help determining which keywords are most effective for your campaign. You'll have a good idea of keywords are common in your industry, but use the online search tools to confirm the status of keywords and their variants.
- Place keywords properly: Keywords should be placed in the article title, the meta description tag, the page title tag, and in the first paragraph of the SEO-optimized content. You should also place the keywords in a couple other paragraphs throughout the content.
- Maintain correct keyword density: Keyword density is the number of times the keyword appears in your content. A good density level of 2 to 4 percent, which translates to two or four times per 100 words of content. Don't overdo the keyword placement; keyword "stuffing" will work against you.
To sum it up, keywords and SEO are important. However, it should not become the main focus of your content marketing effort. If you’ve become obsessed with keywords and SEO, shift your energy towards a more content-centric approach. Try it for a week and share the results with us in the comments section.
Contact Colosi Marketing today for more information on the most effective ways to use keywords and SEO for your online marketing projects.