Ever since Google started the search engine revolution and changed the way people looked at the internet, there have been more than one ways in which our lives have been affected by typing words into that small white box we have come to love ooh so dearly!
The entire world of search engines, right from their basic operation to their optimization, depends on keywords and their proper use in the content. When the user enters a string of words in the box, the search engine’s algorithms start scouring the thousands of indexes the search providers maintain, looking for a perfect match.
Keywords are basically strings or in some cases, a lone word that the user enters, when he/she is looking to know more about that particular topic.
Since search results are totally keyword dependent, it is obvious that with the proper use of keywords, you can get the special exposure on the Internet that you always wanted. Besides being a deciding factor in search rankings, keywords can also be the main attractor of the right KIND of audience.
Why are keywords so important?
Keywords are the main pointers towards getting to know what exactly it is that your audience wants. If your website is mainly related to shoes and watches, the keywords should be mixed in the content in such a manner that the relevant keywords, like buy watches online, buy shoes online etc. are tailored to direct to your website and so that your website ranks high for these keywords.
While doing keyword research, it is very important that only the right kind of audience is redirected, and that they will be happy with what they will find. Drawing unnecessary traffic to your website will ultimately result in decreased ratings as more and more users are disappointed in what they find.
How to go about keyword research?
Keyword research is a vastly adaptive term. They keyword you used yesterday to dole in a large amount of traffic can today become an obsolete term giving you no results at all. Keywords always need to be modified to accommodate the changing spectrum of search results.
Popular keywords are VERY easy to find, and are abundant all over the internet. Needless to say, ranking well for one of those is indeed a tough job. However, the lesser used ones pose a different set of problems altogether.
They are searched a comparatively lower amount of times, but since most of them are highly detailed, they can imply a smarter user who knows exactly what he is searching for, and that can imply a potentially larger market for conversion to sales. Needless to say, although they have lower hits and generate far less traffic, they are better in terms of visit to sales conversion.
Keyword trends are very hard to predict. One must always remain up to date with the world to make the most out of emerging trends, in order to stay ahead of the curve.
How to find the right Keywords
The best way (and it's free) is to open an account with Google Adwords. They have a free keyword tool that you can use to search for the terms people are actually using and target by country. You can find the tool under the Tools & Analysis tab.
At the end of the day, you need to spend some time thinking about how your potential customers will search when looking for a solution that your provide. Then, make sure you use that language in a logical, not spammy, kind of way in your website content.
Google's objective for ranking a site on the first page has never changed - give the searcher the most relevant, useful and valuable information linked to their search query. Keep the content readable, useful and relevant to the search query and you won't go wrong. Get that content shared on social media a lot and you may just find yourself with a lot more traffic!