Views are the lifeblood of the internet, and the most effective way to drive people to your website is through search engines – and tailoring content to show up highly in search engines is called Search Engine Optimisation (SEO). One of the key elements to SEO is the use of keywords. These are the words and phrases that are used by people – what they type into the search bar. Complex algorithms are used to help match these keywords to website content.
The use of keywords is constantly evolving, and the algorithms are updated regularly, but of course the system can be abused, most commonly through link dumps (multiple links to other pages also help to boost a site’s search ranking) and by today’s focus: keyword saturation. This is where a page will contain as many keywords as possible to ensure that it will match as many search terms as possible. A simple example of this can be found on this Youtube video – I found it by searching “Chelsea vs Bayern Munich 1-1 Champions League Full Match” (which is line 4 in the description). While obviously it is what I was looking for, the description contains plenty of keyword variations, many of which aren’t even appropriate for the video itself. Keyword saturated, but not keyword rich.
Search engines like Google regularly update their algorithms to try and remove results that use these tactics, since they will often not provide the user with quality content, but that doesn’t mean keywords should be abandoned. Far from it. This is where having keyword rich content comes into play: well written, focused, knowledgable writing will contain a number of SEO keywords and phrases, as a good percentage of the content – anywhere from 3-5% of the total word count). This is just through knowing what you are talking about, or hiring a writer who can research, plan and produce informed writing that demonstrates your understanding of your subject.
In addition to this, keyword identification can ensure a more targeted approach – find the keywords that your audience, customers or partners are most likely to use, and have your writer work them into the text. Not only will this help to boost your search ranking (and increase the size of your audience) but will also put you in a position to monitor and track the level of engagement with your content, since you know what you want people to be searching to find you. For example, my website has keywords such as “Adam Sheppard”, “copywriting”, and “blogging”, because there are words about me and what I do.
Writing keyword rich blogs and web content is what I do – and if you don’t have a clue what keywords you would like to use, I can help you to devise a strategy, and implement it across your online presence. It can take time, work and constant evaluation to find the right keyword strategy, but that is what I do, and why it pays to bring on board a professional who can provide you with keyword rich content that is engaging, interesting and informative.
Now, what do you think the keywords were for this post? Drop me a line or post in the comments with what you think, and find out.