When it comes to SEO, keywords are, well, key. Once you’ve selected the keywords you want to target, however, you might not be sure how to use them appropriately. As search engine algorithms have changed, the right way to use keywords has changed as well. If you’re wondering how to use keywords the right way, keep reading for a few helpful tips.
Understand Keyword Intent
Before you even begin adding keywords to your content, you need to understand the intent behind them. Keywords usually fit into 1 of 3 categories:
- Informational: Users seeking answers or knowledge (e.g., “how to optimize a website for SEO”)
- Navigational: Users looking for a specific site or brand (e.g., “YouTube” or “Facebook”)
- Transactional: Users intending to make a purchase or take a specific action (e.g., “search engine optimization services in Kansas City”)
Knowing how users will be using the keywords you’re targeting will give you a better understanding of how to shape your content around those keywords.
Use Keywords Naturally
Once upon a time, search engines simply ranked sites based on how often the search term was used. So, companies overloaded their sites with the targeted keyword in a method known as “keyword stuffing.” Now, however, search engines penalize this method, instead targeting sites that use keywords naturally, in a way that makes sense to readers. So, you should aim to use those keywords naturally, in content that is well-written and provides value to readers.
Optimize Titles and Headings
Search engines often prioritize sites that have the desired keywords directly in headings and subheadings, as it’s a clear sign to readers that they’ve found the kind of content they’re looking for. Include primary keywords in your title tag, with variations of it in the headers. Keep titles and headers engaging while still maintaining keywords relevance. Additionally, try to use your primary keyword early in the content, usually within the first 100 words.
Monitor Performance and Adjust
SEO is an ongoing process, and you should regularly analyze keyword performance using tools like Google Analytics and Google Search Console. Look for high-performing keywords and adjust your strategy by updating old content, adding new keywords, and optimizing any pages that aren’t performing well.
Ultimately, choosing your keywords is only the beginning of an effective SEO strategy. It’s important to understand how to use those keywords effectively and to develop high-quality content that users can engage with, rather than just writing to the algorithm. If keeping up with keywords is driving you crazy, look for a company that can help you with your keywords and search engine optimization in Kansas City.
