Keyword selection and insertion are two of the most important features of SEO. Keyword populated content leads to your pages being deemed relevant by search engine crawlers and is responsible in no small part for the rankings which website’s receive. Content makes the SEO world go round. In terms of keyword selection, it is of the utmost importance that those in Internet marketing chose the right keywords – those which will result in the greatest ROI. The best way to ensure this is through use of keyword tools. Without them marketers will be able to do nothing more than make guesses. No matter how logical the guesses may be, it will still be like working in the dark. Google is by far the most popular search engine used, it’s keyword tool can provide an accurate representation of the search popularity of different keywords.
While guessing isn’t wise without the backup of keyword tools, the process of guessing a potential customer’s intent while searching is actually very important. Keyword tools do a lot of this guessing for you, but you need to have an idea of the type of things users will be searching to begin with. It’s wise for marketers to consider what they would be inclined to search if they were attempting to find their service and any context-relevant modifiers that might be applicable. From here, keyword tools provide relevant related recommendations for a good balance of user-sourced and tool-generated keywords.
It is often advantageous for marketers to consider search ‘phrases’ rather than keywords as the longer a search phrase, the more likely it is that the searcher knows what they are looking for. Internet marketers are aware that the web is a full of competition, users understand this as well, many users will rarely search for a service on its own without context. Unless they know exactly what they want to begin with users will often search in a way that makes sense to them and as keyword tools can also be used to research long tail keywords, the only costs are time and a consideration as to the benefits each key phrase might bring.
When considering using certain keywords, it’s a good idea to envision how they might be used when creating new content. A consistent stream of brand authored content is always a great way to populate a website with service-applicable search key terms. Marketers can’t choose the search popularity of relevant keywords, it’s more of a case of making keywords relevant within content, but this has risks in itself if handled clumsily. Marketers should consider ways in which the keywords can be inserted in a natural and meaning-anchoring way. Keywords must not disrupt the flow of the text, which is likely to be the case if they are over-inserted into inappropriate circumstances. Google’s ever mutating algorithm is constantly finding new ways to penalise those who think ‘search crawlers’ before ‘users’.