Keywords are tricky little things. As a content marketer and writer, I often had to manage the tension between the “SEO guys” with their long lists of key words or phrases and the style-focused side of the marketing equation which prefers catchy, clever writing. Form vs function has long been the struggle of designers, and designing with words is no different.
The pool of knowledge regarding keywords and their ideal usage runs very deep, and while I have become well-versed in working them in to copy, the question of which ones to use is always difficult to answer. Here is a basic guide for those wondering where to start!
Why are keywords necessary?
Getting the right key words and phrases into your web copy is crucial to SEO, of which I explained the basics in a previous blog post. They are essentially variations of words or phrases relating to your product which someone might enter into a search engine, and therefore are very helpful in ensuring the internet public—specifically the ones wanting your product or service—can find your site.
Which keywords should I use?
To begin with, your keywords should be the most obvious things someone might plug into a search engine. As an example, if your business is all about making clothes for cats, sprinkling in the words “clothes” and “cats” will get you off to a good start. For improved searchability, you’ll want to include phrases that people with naked felines who want to rectify the situation might use, such as “cat outfits”, “cat fashion” and “clothes for cats”. Remember that you are looking for customers who want clothes FOR their cats, and not clothes with pictures of cats, and include words and phrases to that effect.
Peter was a good sport. He doesn't usually wear clothes.
The science of keywords goes much deeper - for example, if you can include and answer a relevant question that people are likely to enter into google, such as “what is fashionable for cats?”, you may get great results. If your business is local and you are looking for local customers, be sure to use the city or town name.
There are plenty of online tools to help you pick your words and phrases. For more advanced and very specific keyword lists, it’s best to ask the specialists. Google Adwords experts and search specialists are trained to be able to identify the right key words and phrases, for SEO and also for pay per click google advertising. There are many who offer freelance services - I can help you find one!
How should I incorporate keywords?
While I made style vs keywords out to be a battle between different sections of a marketing team above, making sure your keywords fit naturally into your text is actually not only stylistically pleasing but also a benefit SEO-wise. As mentioned in the earlier post, simply stuffing as many keywords as possible onto a page is detrimental to your aims. Google is super smart nowadays, discerning what is quality content and delivering it to searchers.
With this in mind, you will want to create content and messaging for your site which sounds good and also doles out your keywords in readable amounts. Here are a few tricks for doing so:
Phrases can be split up a little, and intelligent google will still recognise them. For example, “cat fashion winter” can become a smooth part of the sentence “cat fashion is woolier in winter, so think chunky knits and merino layers for warmth.”
If your keywords are making claims your product can’t technically back up, there’s always the “one/some of” trick to avoid becoming technically a liar. “Cheapest cat dresses” becomes “We have some of the cheapest cat dresses to be found in Timbuktu!”
Spread your keywords out across the content. While the primary ones should be used in headings and near the top of the page where possible, disperse the rest evenly for an easier read.
Sometimes, a list of keywords from a search expert will include some related terms which will be helpful for SEO but do not seem to apply to your product, to give your site more authority on a topic. Get creative! As an example: your cat clothing company is a not a cattery, but the list includes “catteries in timbuktu.” This becomes “your kitty will be the toast of all the catteries in Timbuktu in one of our bespoke designs.”
While that brief overview of keyword use has only scratched the surface, I hope it has been helpful! On a side note, if you make clothes for cats and need some copy written, I am your girl.