As search engine optimization (SEO) continues to rise in prominence and popularity, many businesses are discovering how effective keywords can be in attracting web traffic. Few SEO endeavors are as results-driven and easy to implement as keyword integration. So if your company’s visitor stats leave something to be desired, keyword-infused content may be just what the doctor ordered. If you’re relatively new to the keyword integration game, it pays to do your homework before setting such a strategy into motion. With that in mind, SEO novices would do well to consider the following tips.
Be Mindful of Where You Insert Them
As a rule of thumb, keywords tend to be most effective when placed in titles and headings. So when creating articles, blog posts and other text-based web content, make a point of including keywords in the aforementioned areas whenever possible. To be clear, there’s no real harm in placing keywords in the body of your content – in fact, this will help in most cases. Still, Google and other popular search engines are generally more receptive to keyword-infused titles and headings.
Don’t Overuse Them
One thing any digital marketing expert worth her salt will caution you against is overusing keywords. Frankly, it’s easy to see why certain businesses engage in wanton keyword overuse. Since the purpose of keywords is to garner attention from search engines, they reason that frequent usage means more attention. In a way, they’re correct. However, the attention they receive from Google typically isn’t the kind of recognition they’re looking for. As the world’s leading search engine, Google is far from stupid, and if it catches wind of the fact that you’re overusing keywords, you can expect to see your site fall in the search rankings. For this reason, it’s important to limit your keyword usage to once every 200 words, particularly if you’re using the same keywords over and over. However, there are some exceptions to this rule. As Inc.’s Michael Mothner points out, “Repetition can be fine, provided the meaning of the phrase as a whole is sufficiently varied.”
Make Them Feel Natural
Organically incorporating keywords into your content serves two important purposes. For starters, it makes your content seem more authoritative. That is, instead of coming off as something written with the express purpose of reeling in new traffic, your blog posts and articles will give off the impression of being created to inform and educate. If keywords are unnaturally wedged into your content, visitors are bound to take notice and write your business off. Secondly, Google doesn’t look kindly on unnatural-sounding instances of keyword incorporation. As is the case when keywords are overused, the world’s preferred search engine won’t hesitate to drop your site’s search ranking if your content smacks of unnatural keyword integration.
Keyword integration can play an integral role in boosting your site’s visitor stats and attracting new business. A few masterfully-placed keywords can lead to a sizable uptick in web traffic and bring scores of potential customers through your door. However, to get the most out of a keyword-centric SEO strategy, you’ll need to heed the above-mentioned pointers.