SEO is one of the most misunderstood concepts in modern-day marketing.
Despite helping millions of businesses establish themselves by acting as the middle-man between them and the eager customer, the unfair characterization of SEO has led people to devalue its vitality as a cornerstone of any marketing plan.
It’s no hidden fact that SEO has a better ROI for businesses over television and printed advertisements.
Like any other marketing method, SEO happens through a series of steps, among which keywords are arguably the most important.
Why Use Keywords?
The internet has long bridged the gaps to confine a world to a global village.
Modern-day businesses, meal orders, apparel shopping, and practically everything happens over the World Wide Web.
So much so that 81% of people do online searches before making a significant purchase.
What makes search engines so crucial for businesses? Their effectiveness – search engine leads have a 14.6% closing rate – approximately 860% more than outbound leads involving calling and direct mails, etc.
72% of people who search for a store, visit one within five miles.
If you’re a small business catering to the local population, your customers are looking for you.
You only need to polish up on your online visibility (aka SERP ranking) to obtain the leads.
Now that we know just HOW crucial search engine rankings are to a business, the next question is, how do we achieve this?
To be very vague, the answer is keywords.
While SEO is not exclusively keywords – its importance to SEO is not arguable.
SEO Is Evolving – And So Is Keyword Usage
Aren’t keywords dead?
To your surprise, keywords are thriving and going strong despite many claiming otherwise.
SEO is a continuously evolving field, and if you’re not at par with every tweak, understanding why your blogs require keywords can be a difficult task.
A few years back, it was the single most significant determining factor of your website rank.
Now? It is only of the 200 factors used by Google to rank your articles.
Everything from the quality of your content to your inbound links and mobile-friendliness is weighed.
As a continuous evolution process – now the emphasis is not on keyword frequency, but how they are placed in the subject.
This is where a professional writer is distinguished from a novice.
They keywords follow the tone of the content; the text comprises latent semantic indexing (LSI), and the value provided to the user automatically signals to Rank Brain that it is a snippet-worthy website.
Keywords – Placement Over Frequency
To reiterate what I’ve emphasized before, keyword placement matters the most. But where do the keywords go? For starters, keywords are placed in:
- Page title
- Page URL
As search engine algorithms learn to get smarter, keyword density gets less important.
Gone are the days where text would be littered with the ‘target’ keyword over and over again.
If you do that now, Google picks it up as ‘spam’ tactics, and your website will be penalized.
Now is the time of the semantic search.
If you’re searching for dog shelters, Google will not find websites that only use the specific word ‘dog shelter’ over and over again – but sites that offer, let’s say, ‘canine shelters’ or ‘pup adoption’ will also show up.
Your Writers Make A Difference
Keyword placement and SEO Optimized Articles’ strategy as a whole is a delicate art to master. The great thing about it is you don’t have to master it.
Our in-depth keyword research tools provide us with your industry niche keywords as well as a range of other LSIs that save you from ‘over’ optimized articles, instead of containing the value and keyword density that Google deems worthy.
When talking about SEO, quality trumps quantity – and that’s what we’re striving to provide you with.