What are Keywords and why are they important?

What are Keywords?

Lontail Keywords

You also need to think about long tail keywords. These are keywords and phrases that are not immediately obvious. Ones that will lead up to someone typing in your product or service into Google. Going back to our Employment Lawyer above, some examples of longtail keywords may be ‘employment tribunal’ or ‘can my employer fire me’. Try to think two or three stages back in the though processes of your potential clients before they type your service in to Google.

Now you know the importance of keywords and phrases, the next question is how you find them and which ones to use? Some are obvious, they are the name of your product or service, whether you are an employment lawyer or a plumber. But then you need to think about the problems you solve, do you help to protect someone from unfair dismissal? Then think about the initial indicators that the problem is occurring. For example, someone might type in ‘my boss is bullying me’ before they search for an employment lawyer.

There are plenty of tools that can help with this process. My preferred tool is Keywords Everywhere but there are many others such as SEMrush, SE Ranking and Google Keyword Planner.

A worthwhile exercise is to build a table with all the obvious keywords down the left-hand side and then list all of the related words and phrases on the right-hand side. Make sure you brainstorm this with two or three other people to get as much diversity of thinking as possible.

Easy, right? Well, I am sure it will not come as any surprise if I tell you that Search Engine Optimisation is more complex and nuanced than that. Getting on Page one of Google, or Bing, or any other search engine is difficult. Just repeating keywords and phrases over and over again without any narrative will get you penalised, and you will see your ranking drop. They have to be contained in a natural context. 

Writing good content for your website is the key. Not only will it help with pushing traffic to your website it will also help with converting those visitors into leads and customers. For some tips about writing good content, please read my previous blog on this subject: ‘tips and hints for writing great content.’

Ensuring you have the best keywords and content for your website is an ongoing process not a task. You should review and update both and adapt on a regular basis.  Make sure you can update your website quickly and easily.  If not, it may be time for a new website.  Click here to find out about how the most modern websites will allow you to easily update your content

If you would like help with your content and keyword research, please get in touch and we will be happy help.

Read more Digital Marketing Tips