1. Someone will ask for a list
Content team want to know which keywords they want to target. I provide them the list of strategic keywords (the number varies by company size, product categories, and budget) which increase their enthusiasm.
2. Reality matters
It’s good to know whether you’re shooting too high or too low with keywords. Many companies dream big. In other words, they target high-in-the-sky keywords that have no chance of ranking given the competition. Or, they produce content with keywords that are rarely searched. So you should go with the keywords that related with your content or product. Because targeting non related may keywords may lead to indirect promotion of other products and increase competition.
3. One page can be bogged down with keywords
It’s super easy for any given website page to be overwhelmed with keyword phrases. How so? If you have a page about product XYZ and it supports 42 keyword phrases, you might want to know that.
Well, that may sound terrific. Who wouldn’t want to have a page that ranks for 42, 60, or 100 keyword phrases? Not me. First of all, the page’s rank is not all likely to be No. 1, let alone No. 1 through 10 on any search engine. Chances are, a few results could be on the first page and some might be No. 12 or No. 56. I’d rather find more relevant pages (existing or new) for some of the keyword phrases so they have a better shot at ranking well.
Marriott has a problem that’s not uncommon. In the following example, you see ranking data for some Las Vegas keyword phrases.
To be fair, the same Marriott page ranks better for other branded and non-branded keywords. But this example illustrates the issue. Maybe Marriott should try to rank for these keywords on other pages. After all, this small set alone represents more than 4.4 million annual searches on Google.
Yes, keywords can make a difference if you pay attention to them.
4. Keywords belong in headlines
Can you really write headlines without keywords? Should the content title literally be: How to build your business?
If you can’t work a phrase in your headline, at least use keywords related to your content or product so that I could help in your ranking so that you are not ranked poor because of phrase ranking.
5. Keywords set the stage
Just like the headline, your page or post has words. How often would you write about something without any thought about whether your content might be found on a search engine?
Sure, Google can quickly size up the context of a page and may not care about one keyword phrase. However, you likely will get credit for similar words or synonyms that aren’t even in the content.
I’m not advocating a keyword repetition formula because there aren’t any rules along those lines. It helps to have a keyword in the navigation, SEO page title, headline, content, image name, etc.
I’ve always been amused by Google’s warnings about keyword stuffing. Sure, I could write something like: “Do you like CNC machines? We love CNC machines too. We think CNC machines are essential in manufacturing. With CNC machines, companies have improved profit margins and supported a highly skilled workforce.”
Of course that sounds ridiculous and unnatural.
6. Tools and platforms abound
Maybe I’m way off the mark here, but I’m guessing that Google and other platforms like SEMrush and Bright Edge make money because of keywords. They’re all about choosing the right keywords. By using good tools for keywords you can easily get keywords for your content and can earn.
7. Keywords influence leads and sales
Sure, you might have some trouble knowing how a keyword phrase converts if Google hides it in “Not provided.” But you can still define a keyword focus for your critical organic landing pages. Use your website analytics, marketing automation, and other software to track how well those landing pages lead to conversion forms and e-commerce sales.
Here’s the deal: Every website has a different capacity to rank for relevant keyword phrases. Your website age, domain name, number of pages, content, internal links, inbound links, design, programming, and more will determine how well you’ll succeed.
Don’t overlook keywords outright or insist, target the right content or build some new pages.
When you use keyword phrase, it will relate with all of the other words on the page. You’ll rank for any number of permutations. It’s always been that way with the internet. Increasingly, you’ll just have more opportunities to perform well for keyword variations and even words you never thought to include in your content.