The outstanding bottom line about keywords on your website

How important are keywords for my business?

Remember the days when websites were packed full of keywords which helped to gain more traffic? Search engines  have become more intuitive, with their algorithms favouring high quality content that has one or two relevant keywords.

Maintaining a strong keyword presence on your website is tricky, because you don’t want to make the mistake of having too many or repeating keywords that confuse and annoy search engines, like Google.

Below are a few simple tips to help you master keywords, for your business.

1. What are Keywords?

When customers search for your product or service, they type in a word or phrase to search for what they’re looking for. First you need to consider the search practices of your target audience to see how they find your products and services.

Think about the terms and phrases that customers use to create well positioned content that ranks high on Google search. This will help you identify strong, traffic driving keywords that:

  • clarify the purpose of your web page to browsers and prospective customers.
  • are the foundation of quality website content. This means that browsers scan the web page for relevant keywords to ensure that the correct information is present; and
  • can help search engines to understand the intent of your website and match your website to search engine crawler searches to index web pages.

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2. Keyword types

There are many keywords you can use, that are based on two primary types which are important for your website to be discovered.

Broad Match Keywords

Broad match keywords are words or phrases that may apply to your business or services, and will also apply to other companies both within and outside of your specific industry.

Examples of broad match phrases could include the following words:

  • Marketing
  • Fashion
  • Design
  • Building

Broad match keywords have a high search volume and reach the widest audience but they also have increased competition, which means your business can get lost and your target audience may not find you website.

Long Tail Keywords

These keywords tend to be multiple words or highly specific phrases. “Long tail” refers to a concept by Chris Anderson in 2004 and refers to the value in attracting niche type audiences.

Long tail keywords can be specific to a business or product such as:

  • One person local online marketing
  • Small silver jogging suit
  • Small space interior design
  • Glow in the dark bowling ball

Although you will have a lower search volume and less competition for long tail keywords your browsers are more likely to convert to leads.

3. Keyword Pros and cons

The most important thing to remember is that high quality content that provides value to your audience trumps any type of clever keyword strategy.


  • Keywords drive a specific niche audience to your website who are more likely to convert to sales.
  • When you understand your customers’ needs, you will use keywords to deliver more meaningful content to them.
  • Using local keywords drives local business that converts to more sales.
  • Keywords help to organise a website, because each page will have a specific topic that’s centred around one or two keywords.


  • Broad match keywords may increase traffic to your website, it’s highly unlikely to convert if the keywords are too vague.
  • Writing high quality content that appeals to your customer base may include words and phrases that will attract browsers that are not interested in buying your products or services.
  • Search engines, such as Google, Bing, Yahoo, Baidu, AOL, Ask.com, Excite and DuckDuckgo, favour more credibility on well written content than on specific keywords.
  • Having “bad” keywords on your website can actually hurt your website on search engines. This may include keywords that are not specific to your business and may increase a higher bounce rate on your website.


4. Keyword Research

The first step to keyword research is understanding the demographics of your niche customers and is important for the following reasons:

Engage your audience

To produce content that’s relevant to your target audience you need to understand which keywords are bringing traffic to your website. Figure out what interests your audience, then write content around it.

Increase conversions

Relevant content will not only attract browsers, it will also attract qualified traffic back to your website. You will have a higher conversion rate if the content you’re providing is meaningful to your audience.

A study by Juniper Research on the Return of investment of Email Relevance found that engaging your audience with relevant content can increase net profits 18 times more
than broadcast emailing.

Marketing trend insights

Analysing keywords can offer you insights into current marketing trends and customer behaviour.

Keep up to date on what’s popular and important to your target audience and use it to keep your content relevant. Are you answering the right questions for your audience?

FOR MORE INFORMATION READ: How to Attract better user experiences on your website

Prioritise your time

Don’t spend time creating content on keywords that are not increasing your bottom line.

Use the keywords that are generating success on your website to your advantage, this will have a huge impact on your Return On Investment (ROI).

5. Expand your long-tail keyword efforts

Use keyword research to discover other keyword phrases to expand on your long-tail efforts.

The long-tail research is the most popular type of search, according to SEOmoz, this type of search makes up 70% of search traffic.

Effective keyword research can help you to rank high among phrases that matter to your audience, break into new markets, and strengthen your website visibility.

6. Place keywords in the right spot

Identifying your ideal keywords is only half the battle for successful conversions. Placing your keywords in the right location on your website is the next step. This will have a huge effect on your organic search ranking.

Studies show that 77% of searchers click on organic links over paid ads which means your organic search rank is important to your long-term success.


Always look at what your customer is interested in and what they want.

You can easily conduct a keyword analysis and I can show you how to do this in my Social media Playbook course and how to use your research to help restructure your marketing campaign around a specific theme or audience.

Using the right type of keywords effectively will enable you to understand and consider your target customers requirements in a new way. When it comes to keywords, remember that a few high-quality keywords outperform a windfall of vague keywords.

Image courtesy: UnSplash 2019