Keywords are no stranger to the SEO world but if you’re new to the concept, you might be wondering what they are and why they’re so important? Let’s break it down.

Keywords explained

Put simply, keywords are the core ideas or topics your content revolves around. When someone types something into search engines, those words and phrases (or search queries) are used to match up with the keywords in your content. So, for website owners it’s crucial that the keywords you choose are relevant to what people are searching for, as this is what is going to help your content reach your desired audience.

Finding the right keywords

It’s clear that selecting the right keywords is important but how do you go about finding them? Well for a start guessing won’t cut it, you need to use data. A good way to get moving is to brainstorm topics that your audience cares about, from there use keyword research tools to explore the terms that people are actually searching for. Take a look at things like search volume (how often a term is searched), keyword difficulty (how hard it is to rank for) and related terms or questions - this will help you select the right keywords.

The importance of keywords

Essentially, keywords are the bridge between what people are searching for and the content you’re offering. If your content doesn’t match the language your audience is using, search engines won’t know your page is relevant, meaning your audience won’t find you. Using the right keywords helps your content show up in the right searches, which means more visibility, more traffic and ultimately, better results. It’s not about just stuffing in popular terms, effective keywords speak your audience’s language.

Types of keywords

Another important point to note is that not all keywords work the same way. Understanding the different types will help you to adopt them more effectively - these include:

• Short-tail keywords - these are broad, general terms that get a lot of searches but are super competitive.
• Long-tail keywords - are more specific, they tend to have lower competition and as a result attract more qualified traffic.

The fresher the better

One final and very important detail is to remember that search trends change, new questions pop up and your audience’s needs evolve. That’s why it’s worth revisiting your keyword strategy regularly. Update your content with new keywords where it makes sense, keep an eye on what’s working (and what’s not) and be ready to adjust. A little refresh can go a long way in helping older content stay relevant and visible. 

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