Once upon a time, the world was stuffed with keywords. So many keywords, you not only couldn’t count them all, but sometimes you couldn’t even find them. When search engine optimization (SEO) was in its infancy, many websites latched onto keywords as the secret to success and crammed them – literally – into every nook and cranny of their coy. Spammers and scammers quickly began using this tool to trick unsuspecting website browsers. This obviously prompted Google to respond by creating a slew of SEO metrics and ways to spot and punish keyword abusers.
So, where do keywords stand in today’s fluid SEO environment? Keywords are actually still king and probably the most important aspect of a good, solid SEO plan. But this needs to be further explained before dashing off to our websites to once again pack them with popular keywords.
The keywords that will best serve your business today are ones that relate specifically to your product(s) and/or service(s). In the early days spammy websites just picked top ranking keywords and shoved them into their website whether they related to the page or not. This tactic doesn’t fly today. The best approach is to look at your product from a consumer’s point of view and define it as they would. Then, weave those essential keywords into your web content.
As an example: an optical dispensary is a place where you can get new glasses. But, knowing how we commonly speak today, it’s unlikely that anyone will type “optical dispensary” into Google as a search query. Keywords such as “eye doctor” or “new glasses” would be more logical queries. Interestingly enough, by using these more common terms, it’s actually easier to create engaging website content that is conversational and resonates better with your target customer. It’s a win/win situation.
Remember, keywords are still vital. They’re necessary to define your webpage and its purpose, but they should be thoughtful, carefully researched and never abused.
Contact Filament if you’re interested in boosting your website appeal, garnering more customers and improving your ROI.
