I have always enjoyed the problem-solving aspects of the graphic design industry. For over 20-years website design has been a significant part of my career.
About 6-years ago, I started to focus on Search Engine Optimization (SEO). The problem-solving for SEO is more challenging than graphic design, which is why it has become the main event in my office these days.
My challenge now is to demystify SEO for you and your website.
– Wendy Danko at WenKo LLC
Keywords Everywhere But Are They The Right Ones?
Using The Right Keywords Everywhere Will Set Your Site Up For Success.
Your competition is doing its keyword research and so should you.
If you're still guessing what your keywords are it's time to change your tactics. Your competition will stay ahead of you because they are doing keyword research and finding highly-effective keywords. Start a keyword research project right now.
First, you need to understand the meaning of the "keyword."
Keyword Meaning, What Are They?
Keyword Meaning: In digital marketing, relevant keywords are what searchers, real people, use to find what they are looking to find. People typing a query into a search box, such as Google, are using the keywords they think will bring them to the page, product, or service that best answers the query they input.
As a marketer, you are trying to figure out what those keywords are. The words your potential customers are using give the keywords their value.
Keywords don't just happen. You have to dig deep and do the research. When you do the keyword research, you will find information on the numbers behind them along with many more possibilities.
Keyword research covers, but is not limited to:
Relevance to webpage or landing page
How many times it is used in search engine queries
Organic search numbers
KEI Score (explained below)
Which combinations work better
TD-IDF Score (weight of term frequency)
And much more.
Keyword Relevance, What Is That?
In the early day of the unscrupulous Internet, people used every high volume keyword they could find to drive people to their website — in today's search marketing relevancy matters. Relevant keywords are related to the purpose or topic of your webpage or landing page. Note: Not your whole website but a specific webpage or landing page.
For example: if your website is about "How To Raise Bunnies," you would not use a keyword like "The Right Refrigerator" or "Kim Kardashian" unless it has to do with how to raise bunnies.
How Do I Use Relevant Keywords On My Website?
When planning your website or adding a webpage or landing page, you should keep in mind the questions your customers have and the relevant keywords your customers are using. When you understand your customers, the process for collecting relevant keywords becomes more meaningful because you are using the words and phrases your customer uses.
To start, you will need to figure out the topic for each webpage or landing page on your website. You will be looking for sets of keywords for each page based on the subject of each webpage.
KEI, What Is It?
There are many different ways to search for the perfect, relevant keywords. However, what I have found and what works best for me is the value research in the Keyword Effectiveness Index (KEI).
KEI is Google's why to measure keyword efficiency. The central concept is to consider the popularity of the keyword. You want to figure out what the frequency of usage is for your potential keywords or phrases, or how often people use the terms in their online searches.
Next, to figuring out KEI is to consider the competitiveness of your potential keyword. What is the number of websites already using your possible keyword?
By using a formulation for keyword popularity and keyword competitiveness, you will find the KEI score. A high KEI score is what you need. A high KEI score is an excellent keyword to use.
KEI score research is one of the tasks a professional Search Engine Optimization (SEO) should use to figure out the best keywords and phrases for your webpages.
Calculating A KEI Score
As mentioned above, you need to know the numbers for keyword popularity and keyword competitiveness to find a high scoring KEI keyword or phrase.
The calculation is:
KEI = (Search Volume X Search Volume)/ Competitiveness.
This calculation may look complicated, and you might be saying, "I'm not going to do that for each keyword." Don't worry the best keyword research programs can do the work for you. However, you will need to take the time to learn the program.
TD-IDF Score (weight of term frequency)
Term frequency-inverse document frequency (TD-IDF) is used when a system, like a search engine, is retrieving information about specific words used in the search. Keyword frequency in your online content is very important because you don't want to use the keywords too much and make search engines unhappy or too little the page does not rank for the keyword.
The keywords with high TD-IDK scores are considered to be more critical.
TD-IDF Score is an excellent way to figure out if your keywords are used to little or too much.
Use Your Researched Keywords In Quality Content.
Keywords are essential. However, the keywords need to be in quality content. Write quality content that uses relevant, value keywords, and phrases. This content should be better than your competitors to get the attention of customers and search engines. This means you need to research which websites and webpages are using the relevant keywords you want to use. See what they are writing.
Create content that is better than the competition. If you're going to rank in search engines like Google, you must provide quality content.
• Explain the details
• Do the research.
• Find out what your competitors are doing.
I keep using the word writing; content also includes charts, info-graphics, statistics, photos, articles, and of course, the text you use to describe your product or service. Keep in mind the search engines read the text. Search engines don't understand a photo, PDF, or chart. You will need to add text to describe what they are to make them "seen" by the search engines. Photo Alt Txt is one way to describe photos to search engines.
Use The Keywords To Describe The Subject In Your Content For EACH Webpage.
Keep in mind each webpage or landing page should have a different set of relevant keywords, meaning a different subject for each webpage.
"How to Raise Bunnies" might be the home page.
Other pages could be:
"What do Bunnies Eat?" or "How Do I Feed My New Bunny?"
Another page might be:
"How To Adopt The Best Bunny For My Family?"
You can see, all these page titles are relevant to the subject of Bunnies but have a different topic. Have a different set of relevant keywords for each of these webpages.
NOTE: When you use the same set of keywords throughout the website, search engines have trouble deciphering the subject of each page and indexing becomes a problem.
According to Google, relevant keywords should match the subject of each webpage.
Use your keywords wisely. When prospective customers see you listing on the Search Engine Results Page (SERP), they should have a clear understanding of the quality content you're going to provide when they visit. Use your keywords in the page title, Meta description, headline (h1), and in the body copy a few times. Please avoid the overuse of keywords, or you may get a Google warning. There is a balance to use and over-use.
When you have high-quality, relevant content that uses relevant keywords, the search engines will notice your webpage and index that webpage for the subject you intended.
Don't forget you are competing with many other websites and webpages for the same subject. Make sure you are providing the best quality content, better quality content than your competition.
There are many keyword research tools available. Some are free, and others cost a small fortune. It can be hard to decide which is the best tool to use. However, first, you must decide if this is something you want to do and should do.
• Are you the best-qualified person to do the research, or is this a job for a professional?
• Do you have the time to do all the research necessary to find then test all these keywords?
• Are you too busy running the day-to-day operations of your business to do a thorough job?
• Are you in your own way?
Marketing takes time to find the right customers. Learning new tools will cut into your time when you are trying to do keyword research yourself. Is your time more valuable for other business tasks? When you are considering doing the research yourself, you will need to understand that the process is ongoing, and it takes a great deal of time to do the research.
Maybe look at keyword research as a trip to the dentist. If you have a toothache, would you try to fix it yourself? Do you have the time to learn how to fix it? Maybe it would be more efficient to see a dentist and come up with a diagnosis and a plan to stop the pain.
Well, your website is no different. Your pain point is that you would like more customers. If you go to an SEO professional who can do the work efficiently, you save time and end up with relevant keywords that work in your quality content, in-turn attracting new customers to your website. Then you get to keep doing the work you love, which is why you run your business in the first place.
Wendy Danko at WenKo LLC provides:
SEO Management Services and SEO tracking
Read WenKo's Blog Post: Search Engine Success With Content