When my wife and I were looking for a cleaning company to do a one-off house bleed, our criteria were probably what you'd expect:
What is the cost of work?
Do they use natural products?
Did they get good reviews?
Are they flexible in timing?
However, how companies certainly made us feel like we play a major role, even if it's mostly subconscious.
In this case, the content that made us think about all the time we'd be earning, and how that would be something less we should stress about, even the smell of a new home when we walked in at the door - it likely played a part in our final decision.
We research with the neocortex but it's often our reptilian brains that make the decisions.
Sarah Howard describes carwords using the example of buying a car.
Can You Include a Trusted Warranty in Your New Vehicle Search? Mostly not.
Do you want to know that the warranty is reliable as soon as you enter the page? at all.
In short, carewords are low terms that do not lead to an increase in the number of visitors, but rather increase in site interaction and conversions for existing visits, meaning increase interaction to achieve more sales or more people.
?How do you choose the right keywords
We can write a very long article just about this paragraph, which is a very important part of SEO, which will take a lot and a lot of time.
This process is highly scalable based on your needs and limitations. It can take four hours or forty hours, and you can spend over $250 on tools or nothing at all.
While I highly suggest doing research and trying this topic out in great detail if you're serious about honing your craft, here's a quick introduction to finding the best SEO keywords.
Don't start with keywords: Before putting on your SEO hat or even your marketing hat, be human. Get to know your customers among the clients and the general customers. Before diving into the tools and spreadsheets, try to gain some real empathy and understanding of the customers you serve and the perspectives they have.
Create an initial keyword list: Using what you gained in step one, along with what you know about where your customers' needs and your business solutions intersect, consider an initial list of words and phrases that effectively describe your core offerings.
Collect current keyword data (if your site already exists): Create a list of what is currently (roughly) driving traffic to your site. Here are some keyword ranking tools that can help at this point:
Google Search Console
Moz Keyword Explorer
Expand the list with different keyword tools: Expand the list you created from Steps 1-3 by searching for new keyword combinations, synonyms, modifiers, and long keywords. Other than the ones mentioned above, these SEO keyword tools are perfect for suggestions to expand your list:
Answer The Public
Keywords Everywhere (within Google search results)
Group terms by search intent: categorize your keywords in a way that is simple and useful to you and anyone else who might look at them. This can be done by audience type, topic, stage and funnel, conversion or sales , or any other method that makes sense to you.
Set content keywords: Choose 1-4 primary keywords to target on each page based on a fine balance between keyword difficulty, relevance, and search volume (taking into account click-through rate from regular/organic search). Once this is determined, search for keywords related to the topic and modify to support the primary keyword .
Do it all over again: Once you implement your keyword strategy , Google will have enough time to respond and you've been able to gather enough data, analyze it and check if it's necessary or useless. They don't call it search engine optimization for nothing .
How do I use keywords to improve your site?
Like keyword selection, optimizing your website effectively for keywords can boost your site or store with articles from the blog.
However, here are some tips to get you started.
Where to add keywords on a web page
URLs: URLs change rarely , are very visible and describe the entire page. For these reasons, Google puts some value in what you say and in what appears in the URL.
Static content: Search engines are much better at crawling dynamic content. Static content is almost a guarantee of indexing.
Title Tags: Title tags affect ranking and click-through rate (CTR ), and if written effectively, keywords can help with both.
Meta Description Tags: Unlike title tags, meta descriptions do not affect the ranking in Google. However, including them can increase your CTR.
Clearer Content: Google's job is to understand content the way we do. The H1 tag at the top of the page gets much more value than the content rolling out at the bottom. Whether it's a title tag, an early text copy, or a phrase in bold, the clearer the content is the more overall the SEO impact.
Internal links and surrounding content: Incorporating keywords into the anchor text of links pointing to your page helps show the Google theme of your page. Likewise, the textual content nearby that points to your page is also important to Google and, to a lesser extent, it is used to describe the target page.
Photo and video file names: Instead of letting your phone give your photo or video a default name that usually contains something random and nonsensical, give it a descriptive name with a related keyword.
Image alt themes: Alt tags not only make your site more inclusive for your visually impaired audience, but also give Google a better idea of your image. Incorporating keywords also plays an important role in SEO.
Image title attributes: Image titles on all browsers don't work the same way, which is why Google may not put much weight in this content. However, if there is an opportunity to safely include keywords, go for it and put it in.
ARIA Tags: ARIA tags are similar to alternative themes in that they help make website content accessible to people with disabilities. You can use ARIA tags on certain types of dynamic content, interactive content, background images, and more.
Video caption and/or script: Some videos have very relevant keywords, but Google has no clue. Ensure that what is heard or seen is included in the indexed translation and explanation.
Schema markup : A schema helps add context to content. When necessary, encode keywords with the most appropriate schema characteristics to remove some of Google's guesswork.
Tips for embedding tags
Don't overdo it, / Avoid padding: Over-optimization (or “keyword padding”) is a real thing. It can turn away customers and send you to Google Panda. Each of the above-mentioned regions has been automated, automated, exploited, and smeared. Ask yourself if it helps or harms the user experience. Make your decision based on that answer.
Ignore the meta keyword tag: The meta keyword tag doesn't get much attention from major search engines, if at all. Don't waste your time here.
Don't optimize every page in a vacuum: Unless you have a one-page site, you need to look at keyword targeting by taking all pages in context. This will protect against any vulnerabilities or cannibals that can occur when you work on every single page, and if you have a very important article for a very important keyword, write several other articles talking about the same site with long or similar keywords.
Test everything: If you have the opportunity to work on sites with a massive number of pages, you have the perfect opportunity to prepare some useful tests to hone your techniques and skills.
When are keywords worthless?
How do we know keywords are always important?
In fact, there's no way to know, but many of the root arguments shared in this guide have been the same for over a decade, and show no signs of pivoting.
With that, I guess I can tell you next time that "keywords are dead" will bounce ferociously around SEO echo chambers. Larry Page didn't just want Google to be human, he wanted it to be superhuman.
The introduction to Google Discover - which is currently Google and Google Feed - gave us a glimpse of what's to come:
Google will search for what we want without asking it.
If Google does everything we want to search, will keywords still matter?
Yes, here's why.
Do me a favor and peek into your search history .
Start by looking at the searches you did a month ago.
Now, look at the last year.
How about 5 years ago?
My mom always says "Nobody gets ahead," and while our ability to change over time may be debatable, what matters to us is undoubtedly evolving.
Google Discover works only because of the input we provide, and especially what we search for.
So, when will keywords become worthless?
Not sure, but it's not today.