Importance of keywords in Search Engine Optimization

We presented you SEO or Search Engine Optimization in a precedent article, and told you that it was indispensable to be visible and to rank on first page of Google results with your website. Now, we want to insist more on keywords and their importance. 

Whatever it is a creation or a website redesign, you have to think about keywords. It is the most important step in your Search Engine Optimization strategy. Most of your actions will be related to these keywords. 


Why do I have to choose keywords?

Just to rank on search engines. Keywords are the point that will help you to have a significant traffic on your website. Keywords are the words or expressions that an internet user will type on a search engine to find a product or an information. 

For example, if an internet user types “digital agency” in its tool search, “digital agency” will be considered as keyword. If you have optimized the content of your website page with this word, you will have a chance to be visible with your website. 

Keywords are important not only for SEO, but also for Search Engine Advertising (SEA). A good optimization of keywords will help your marketing or web marketing manager to create SEA campaigns more easily. 


How to choose my keywords?  

Definition of keywords has to be meticulously worked. Many elements have to be anticipated to make your choice. 

1/ Number of monthly researches: it is the average monthly searches on a search engine. It gives you an approximate idea of the traffic that this keyword could generate on your website. 

2/ Competition: it is the number of websites which want to rank on this keyword too. The more competition there is, the less likely you are to rank on first Google page. 

3/ Keyword quality: it is evident that chosen keywords have to match with your activity and your website content. 


In an ideal world, we also suggest you to define a second list of keywords. If one of your keyword defined at the beginning is finally not interesting (bad ranking, not much traffic, etc.), you can use a keyword in the second list to optimize your content again. 

Then, choose long tail. It means keywords with low competition and low traffic which added with each other will represent the majority of your traffic. So, you will have more chances to rank and be visible. 

Finally, opt for keywords with many words as « web development agency » and not just « web agency ».


How do I work my keywords?

The most important point is simple: one keyword = one page. Your content website has to be ideally adapted to one keyword. The content copywriting has all its importance here. A lot of recommendations have to be respected (do it yourself or ask a copywriter). 

You choose one keyword to optimize it and to rank on it, but you will probably be present on other queries on search engines. It is queries of the same lexical field than your keyword. So, if you choose “how to clean my laptop”, you will probably rank on “clean laptop” or “clean my laptop” too.

If you decide to write your content, some requirements have to be thought:

  • Put your keyword regularly in your content, but not too much. 
  • If it is possible, put it on the first paragraph of your text. 
  • If it possible, put your keyword in the title tag, meta-description tag and on your subtitles.
  • Think to use words of the lexical filed of your keyword to diversify your content.

Be on your guard!  Do not use your keyword too much or robots of your search engine may penalize you. Find a parity with words of the same lexical field. And remember that for a good ranking, your content has to count a minimum of 300 words. 

Finally, be realistic. If your website is new, you will be in competition with websites present for several years and with more pages than you! Viability is not the same at the beginning. 

Take time to work on your strategy. Start with the most reachable keywords. When your rank is better, you can look for more competitive keywords. Esokia is here to help you in your Search Engine Optimization strategy. Contact us for more information on [email protected].


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