If you use the wrong keywords, you’ll never get the visitors you want or need, because your text doesn’t match what your potential audience is searching for. But if you do use the keywords people are searching for, your business can thrive. So if you see it like that, your keywords should reflect what your audience is searching for. With the wrong keywords, you’ll end up with the wrong audience, or none at all. That’s why having the right keywords is really important.
And you’ve got to diversify. Here’s a tongue-twister that’s absolutely true: diversity is a key word in the keyword world. You’re not going to stand out if you find yourself using all of the same keywords as your competitors. Not only should you try new keyword search tools and keep track of the results, but you should feel free to experiment based on your own research – who else uses your keywords? And how do you make yourself stand out? By providing great content that truly answers the questions your prospective customers are asking with their keyword searches.
In the last year, Google and Bing have both indicated a shift to entity-based search results as part of their evolution. Google has unscored this point with rich snippets and Knowledge Graph, and Bing has now upped the ante on personal search results with Bing Snapshots. Find out how you can adopt strategies to stay ahead of the curve in the new world of semantic search results.
Google is looking for a “website that is well cared for and maintained” so you need to keep content management systems updated, check for broken image links and HTML links. If you create a frustrating user experience through sloppy website maintenance – expect that to be reflected in some way with a lower quality rating. Google Panda October 2014 went for e-commerce pages that were optimised ‘the old way’ and are now classed as ‘thin content’.
Keywords are important because they are the linchpin between what people are searching for and the content you are providing to fill that need. Your goal in ranking on search engines is to drive organic traffic to your site from the search engine result pages (SERPs), and the keywords you choose to target (meaning, among other things, the ones you choose to include in your content) will determine what kind of traffic you get. If you own a golf shop, for example, you might want to rank for "new clubs" — but if you're not careful, you might end up attracting traffic that's interested in finding a new place to dance after dark.