Improve SEO: keywords (part 1 )
Lesson 1
Start working on SEO with keywords.
Your website competes for the spotlight with search engines. Whether you're selling products or showcasing services, your site needs to rise above the noise.
The words you choose are the keys to your online visibility. To make a mark in search results, use keywords that reflect the terms people type when looking for sites similar to yours. Thoughtful use of these keywords helps search engines recognize your site as relevant for those searching.
Choose Your Keywords
Keyword Types
There are two main categories of keywords:
Head keywords are short, high-traffic terms designed for a broad audience. Examples include "photographer," "shoes," and "ceramics." These can be challenging to rank for.
Long-tail keywords are more detailed, comprising multiple words that target specific searches. Think “engagement photography NYC,” “red women's shoes,” and “glazed ceramic vases.” These are typically easier to rank.
Tip: Not sure how many keywords to focus on? Start with three head keywords and seven long-tail options.
Create a Keyword List
Kick off your keyword strategy by brainstorming a variety of terms that potential visitors might use to find sites like yours. Be creative during this phase; refinement can wait.
Keep these points in mind:
Target audience: Who are you trying to attract? What do they want? What challenges are they facing?
Your products or services: List what you offer and brainstorm descriptive terms for each item.
Your brand: Think of words that encompass your site’s essence, including your company name, industry, and specialties.
Competitors: Take a look at the keywords your competitors use. What seems effective? What do they steer clear of? What terms do you use to find them?
From your list, narrow down which keywords take precedence.
Aim for keywords that are:
Broad enough to generate interest.
Specific enough to give you a shot at ranking on the first search results page.
Relevant to your content and useful for creating engaging visitor experiences.
Consider these factors:
Difficulty: A keyword’s "difficulty" combines its breadth, the frequency of searches, and the number of competitors. Balance your approach with a mix of tougher and easier keywords. A solid starting point is the Google Ads Keyword Planner. (This tool is free, even without an advertising budget.)
Relevance: Stay away from keywords that don’t align with your site or have little search volume.
Your company name: If your brand struggles to appear in searches by its own name, it should be a priority keyword.
Find more information on the process on my GET STARTED page.
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