If you’re looking for this kind of information up, I think it’s safe to say that you’re either about to build a website, building a website, or improving an existing website. At every point in website development, SEO (Search Engine Optimization) is critical for your website to be seen by people surfing the web.
You’ve probably read somewhere or heard from someone that implementing keywords into your website, blog and URL are key strategies for improving your SEO rankings on search engines like Google or Bing. But did you know that trying to use too many keywords — what’s called ‘keyword stuffing’ — can actually have the opposite effect of what you’re trying to do?
Although you may not notice them or may have never heard of them before today, keywords play an integral part of small businesses being found online. So let’s break down the short and long (tail) of it all.
Own Your Keyword Research
Keyword research should never be a one-and-done task for your website. Your keyword research should be an evolving strategy and a comprehensible understanding of your business and the industry you’re in. Knowing what the customers in your industry will be looking for will help to know what keywords to rank for and ensure you’re getting the right traffic to your site. Although you may have a goal of expanding your customer base, you want to make sure that you’re not targeting customers of different industries.
Using the Right Keywords
You should know the difference between a ‘short-tail keyword’ and a ‘long-tail keyword’ and how they work. When you’re doing your keyword research, it might be tempting to go for the one-word keywords. For example, if you’re in the interior design industry selling computers, you might think to yourself that just the word ‘design’ would be something to rank for. However, if you’ve done your keyword research, you’ll find there’s a lot of competition in that word and would be across many different industries. So, unless you’re writing content for large corporations like Apple or Sears, who consumers would be specifically looking for the products, do your best to stay away from the sea of competitors that already have those keywords locked down.
Long-tail keywords, as you may have already figured out, are more specific keywords that have less competition. Again, if you’re in the interior design industry, a keyword you might want to try to rank for would be ‘light modern interior home design’. By being able to rank for more specific keywords, you’ll attract a larger base of customers looking for that specific combination of long-tail keywords.
As a local business, you’ll also want to focus on location-based keywords. As a business in Las Vegas, NV, I not only focus on the city and state, but also the surrounding neighborhoods. By doing so, when customers around me are looking for design or marketing services, they’ll be more than likely to see my business rather than another business on the opposite side of town. Location-based keywords are a great way of ensuring a better presence in the areas around you.
Avoid Keyword Stuffing
Like I mentioned earlier, keyword stuffing is not going to help you achieve your goals. Adding practically any keyword that you’d like to rank for is largely considered taboo in the digital marketing world and can have drastic negative effects on your business. Like many other rules of thumb, less is more and quality will always be prioritized over quantity. When writing content, your keywords should be included in a natural way and not forced. So when you’re getting ready to write your next piece of content for your site, be sure to be aware of your keywords and not overly-stuffing with excessive keywords.
Now that you’ve read through these tips, you’re ready to become an SEO expert too!
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