First of all, if you are new to SEO then it’s a good idea to get yourself around the basics and understand that Keywords are one of the fundamental parts of good content marketing and getting your page actually noticed.
If you are an e-commerce site for example, it is good practice to have maybe 4 or 5 keywords about your product that appear throughout your site that draw traffic from relevant searches.
Keywords, if you like, are the skeleton of your website, the bones around which the meat hangs, (Sorry to all the vegetarians out there for that analogy!).
They need to be nourished and kept strong to support the rest of the frame, so understanding how Keywords have evolved is an important part of SEO.
Want to find out more?
In The Beginning There Were Keywords
And boy did they get used!
As many Keywords as possible were stuffed wherever possible in to small amounts of text, they were highlighted, crammed in, repeated over and over again, and became the bad boys of SEO.
Keyword ‘stuffing’ became categorised as Black Hat SEO primarily because it is a particularly unappealing technique for boosting your website in the rankings, and did nothing to enhance the experience of those targeted who were searching the internet.
Google soon recognised this method as unhelpful and started the fightback, and thanks to their ever-evolving algorithms, keyword stuffing is never going to achieve the page ranking it once did, in fact quite the opposite.
What does help in the eternal quest for improving your page ranking is information rich content, built around your carefully selected keywords, that is appealing to the reader.
Keyword Search 2018
Nowadays, people who are searching the internet for products and services, (and that is almost 50% of the global population apparently), are using more sophisticated words and phrasing to find what it is they are looking for.
People type in full sentences when they search, and your website has to be optimised accordingly. Using Longtail Keywords is an important part of SEO and offers your customers a more specific way of finding your site.
For example, you may be a new vegan restaurant in Manchester, ‘restaurant’ and ‘Manchester’ are never going to work because the competition on those keywords is too intense.
However, if you are ‘vegan friendly, with an intimate atmosphere in the Northern Quarter’ then people who are looking for something specific like this will find you much easier. It’s more about the quality of the traffic to your website, rather than the quantity of the traffic.
When people are searching for something specific, they are more likely to engage, and you are more likely to win their business.
Furthermore, with the increasing usage of voice search, people are actually vocalising their searches as they speak in to their mobile device or ask their AI buddy, such as Siri or Alexa to help them find what they are looking for.
And, as semantic search becomes more and more relevant, Google are constantly updating their algorithms to the language people are using in an effort to be more connected and deliver more personalised results.
What are LSI Keywords?
LSI stands for Latent Semantic Indexing and whilst this may sound horribly technical, put simply, these are additional keywords that are closely related to your original keyword.
For example, you might be a tour operator selling holidays to the Caribbean. Your Keyword search could be ‘Caribbean Holidays’, but people may also search for Caribbean Island Holidays, Caribbean breaks, Caribbean Vacation, All-Inclusive Caribbean, Travel to Caribbean, Accommodation in the Caribbean.
So you get the picture?
These are all keywords naturally related to your main Keyword, and as the desire to search for more accurate information becomes more and more prominent, you would expect people to type this variety of words when searching, to ensure they get a good choice in their results.
This means your website has to match these advanced searches, and having well worded content, with an abundance of strategically placed Keywords and LSI’s, (but without keyword overload don’t forget), will ensure you get better page ranking on those all-important search engines.
Just one other thing on LSI’s, don’t get them confused with Synonyms. You can’t use a replacement for your Keyword that is similar in meaning but is crucially different, to the same effect. Try it in a search engine, have a play around with words!
Do Your Keyword Research
This maybe should have been at the start of the article, because it’s an important part of SEO, and finding your Keywords and your Niche Keywords can be the make or break of a good website actually being found in the Search Engines.
Whilst of course you want to get as much traffic as possible, it is worth remembering as we mentioned earlier, that getting the right sort of traffic, i.e. the visitors who are not just browsing but who actually want to do business with you.
Doing your research will help you understand your customer more and is really about putting yourself in their shoes or seeing your product or service from their perspective.
Try to take an (unbiased) view and think about what it is you would type in, if you were browsing the internet. It might sound really obvious, but so many websites fail spectacularly, simply because they have been built and optimised without the customer in mind!
There are plenty of resources available and SEO Tools on the Internet for you to have a go, and of course check out your competitor sites, what do you have to type in to find them?
Make your search as natural as possible because this is how the search engine algorithms have evolved.
It’s as much about Psychology as it is about Marketing and hitting the spot with the language you use will ensure you rank highly every time.
If you want to chat to us some more about Keywords, Niche Keywords, LSI’s or anything else SEO then you can contact us here or call us on 0161 706 0012. We are a team of highly professional, creative content writers, motivated by understanding what people are thinking when they search the web, and we can help you drive traffic to your site with the use of carefully selected Keywords.