Keywords – how to use them (and how not to overuse them)?
2. 10. 2017.
There’s a thin line between doing and overdoing something. Imagine a muffin. A little bit of sprinkles gives it a better taste, but smother the pastry with them and it becomes inedible. You guessed it right; it’s a metaphor, where the muffin is the article, and the sprinkles are the keywords.
Are keywords the key to success?If you’ve read the title of this article and decided to keep reading, odds are you’re eager to find out more about keywords. That means we caught your attention, which is definitely a good thing, but not our main goal. We want you to read the whole text, and we want you to remember it, so we got to keep it interesting. How to do that?
Your article can be the most entertaining and brilliant thing on the entire internet, yet the only people who’ve seen it are your parents and that one random person, who reads everything you post.
Why is that? The answer to both questions is the same thing: keywords.
What (and what not) to do with keywords?Keywords are ideas and topics that define what your content is about. It’s what puts websites on the first page of Google (or whatever your search engine of choice is). Basically, the more you use them, the bigger the chances that people will find your article. But keep in mind, that you shouldn’t overuse them.
Sure, you can start every sentence with your keyword, you can even type it ten times in a row, but the readers will get bored with it, they’ll stop reading and eventually, they will stop purchasing from you. They won’t care about your high-quality product or service, because you annoyed them and wasted their time. Most search engines don’t tolerate the overuse of keywords either; Google penalizes you by shipping your website back to the second page of the search engine, where no one will ever find you.
Feel free to use them a few times, as it can reassure the visitors of your page that you have what they are after. You might want to put your keywords in the title (but beware of clickbaits!), or you can work your keyword into your URL (visitors rarely look at it, but it hints the search engines on what your content is really about).
Choose your battles by choosing the type of your keywordThere are a few more things you should pay attention to, regarding keywords. They can be broad and basic - these are usually referred to as “head keywords”. They have a high search volume, but usually have an extremely strong competition and can be infuriatingly vague.
“Long-tail keywords” are a more specific combination of several terms. They have less competition, with enough room for smaller sites to break in. To create a “long-tail keyword”, which drives visitors to your site, you need to use the language they use. Would your potential visitor use the word cheap or inexpensive? You can find this out by talking to your customers, frequenting forums or community groups, or you can even conduct your own keyword research with the help of free online tools which are available online. (Google Keyword Planner, Keyword Tool, SEMrush)
Before you decide that keywords are more trouble than they’re worth, keep in mind that someone probably said the same thing about the internet too, and boy, were they wrong. There’s only one simple rule to pay attention to: moderation is key.
Written by guest blogger Blanka Cindel.