We all know that keywords are important for Search Engine Optimization (SEO). But it’s no longer about simply placing keywords throughout your website and blog post. Just like you, Google is a business that is doing it’s best to bring value to it’s users and customers. This is why they are consistently updating their search algorithms. With a little bit of elbow grease, it used to be relatively easy to be towards the top of the SERP (Serach Engine Results Page). But times have changed…
SEO best practices
The good news is, Google has taken a bulk of the work from you. We need to be less worried about simply placing keywords around our website and blog and more concerned with offering valuable content to our visitors. So what does optimizing your website for search engines mean today?
1. Use long-tail keywords
Long-tail keywords are phrases longer than three words. They are better than 1 or 2 word keywords because they target more specific search queries. For example, using the keyword “Restaurant” will most likely not yield any good SERP results, but using a long-tail keyword like “Burger Restaurant in Basel” will help you get found easier as you are targeting a more specific audience.
2. Keyword Placement Trumps Keyword Frequency
Google is smart enough to know if you are just adding keywords to your site for higher rankings. Google considers valuable content over everything else. With that said, Google still needs help knowing what the topic of your content is. So instead of frequently using your keywords, intelligently place them where Goole is looking. Make sure your long-tail keyword are in your page title, URL, subheaders, image descriptions, meta descriptions, etc.
3. Optimize keywords for each stage of your buyer’s journey
The buyer’s journey is super important. It’s what helps guide your visitors to becoming customers. Optimizing your keywords for each stage of the buyer’s journey – Awareness, Consideration, Decision – will help you be found by prospects where they currently are in their buying process.
- Awareness Stage Keywords – These are simple category and problem-based search queries; like “Align Sales and Marketing” or “Measure Social Media ROI”
- Consideration Stage Keywords – These are search queries about specific products and problems, like “CRM Apps for Leads and Deals”, or “Facebook Analytics for Small Business”
- Decision Stage Keywords – These are search queries about specific brands, reviews and comparisons, like “Hubspot vs Salesforce”, or “Sprout Social Reviews”.