When we talk about SEO (Search Engine Optimization) the term ‘keywords’ is used extensively. But what are these keywords exactly? To simplify it, your website depends on search engines, like google, to drive traffic and revenue. For that, you need to rank for the right ‘keywords’ to attract visitors to your website and buy your products or services.

Being the Best Digital Marketing Company in Delhi we are going to explore What keywords are? Why are they important? How to research and choose the appropriate keywords?, and most importantly How to optimize your content for keywords? in this comprehensive article. So, let's begin with the basics. 

What Are Keywords?

A ‘keyword’ is a word or a phrase that we enter on the search bar search engines like Google, Yahoo, Bing, etc. These keywords are also referred to as ‘search queries’ in the digital marketing language. Keywords basically help you improve the ranking of your website in SERPs (Search Engine Results Page) as search engines can better understand the context and content of the webpage which helps them in indexing.

As a website owner, you want the keywords on your page to be relevant to what people are searching online, so that they have a better chance of finding your website or content in the search engine result page (SERP.)

What Types of Keywords Are There?

The types of keywords can be defined in many different ways. Generally, there are three main keyword types: Head terms, Long-tail, and Middle keywords. 

Head terms are focused at the peak, they generate high search volumes and a lot of competition. 

The long-tail keywords are a combination of words and phrases around a defined niche. These keywords typically have lower search volume and lower competition, but when grouped could be more valuable than the head terms.

Medium-tail keywords are also referred to as 'chunky keywords'. These are moderately competitive key terms consisting of two to three words, for example.

There are also branded and non-branded keywords. Branded keywords are a keyword or search term that includes a brand or product name, while keywords that relate to your products or services, but don't include your company's name are called unbranded keywords. 

Location-based keywords, or geo-modified keywords are search phrases that typically include a city or neighborhood name or a zip code, for example, ‘best coffee shop in Delhi' or ‘best pizza shop in Gurgaon’

Then there's a category called intent-based keywords. There are four commonly-recognized intents which are, informational, navigational, commercial, and transactional. 

Why are Keywords so Important in SEO?

Every website owner intends to drive organic traffic to their website. In this situation, the words you choose and the keywords you include to create content around a specified subject, should determine how people find you through search results. Let's say you own a clothing brand, then you might want to rank for "fancy new cargos" but if you're not careful, you might end up attracting traffic that's interested in finding a cargo ship or cargo van. That's why identifying and effectively targeting your primary keywords is a super important SEO strategy to drive more organic traffic to your website.

What is considered a Good Keyword?

A good keyword relies on a combination of search metrics like search volume, search difficulty, and Organic CTR (Click-through Rate). When you want to rank on a search engine results page, you must look for keywords with higher volume, but lower level of difficulty.

Identifying such keywords will allow you to drive more organic traffic to your site, ideally the kind of traffic that converts. Keep in mind to check the relevance of the keywords  and the intent before creating content for your target audience. 

How to Search And Identify Keywords?

The primary way to find relevant keywords is to perform a thorough competitor analysis. You can search for relevant keywords by looking at what your competitors are doing. This also allows you to understand the keywords that your customers are searching. You can also do your own keywords research using the keyword research tool available online, some of them allow you to search for keywords without any cost.

What is a Keyword Strategy?

Keyword strategy means using keywords in your business and ad campaigns to attract your target audience. This involves the target keywords you have chosen, and where and how you choose to place them on your page. Your keyword strategy supports your larger SEO strategy. 

As a seasoned seo agency in Delhi NCR, we always tell our clients that the keyword strategy starts with internal and external research. Primarily, a brand or business should acknowledge how their webpages are performing or ranking in search results to determine which keywords customers are using to find their pages. After which, we can use our expertise and digital analytical tools to get real-time insights of the keywords customers used to find similar pages. Similarly, we can also conduct competitive research to identify the keywords similar brands are ranking on.

After the necessary research is done, we will determine the strategy for using the relevant keywords throughout the content to guide customers to your pages through search results.

How to place keywords on your pages? 

Keyword placement plays a crucial role in the Search Engine Optimization process. Keyword placement is an important part of on-page SEO and is one of the core three categories of SEO as a practice, the other two are off-page SEO and technical SEO. There are some basic rules of using keywords one must follow before placing keywords on your website. Make sure to place all the unique keywords on each page of your website. The important areas that you must place your keywords include:

URL: It is the web address for your page and  shows up in the search results.

Title tags: These show up in the search results and the browser tab.

Meta description: Meta descriptions are displayed in the search results, these are considered to influence user behavior and in some cases can be rewritten by Google.

Page title (H1): H1 tags show on your page content and can help you in content formation.

Subheadings (H2): H2 tags are an important part of CMS and content design and management.

Body of your content: The body of your content must include the keywords you’re targeting. 

Including your keywords in these areas is the best way to target people who are searching for your content. Though, it won't instantly rank you to the top of the results, it is an important process in SEO. Implementing these basic steps will increase the chances of ranking your content and keywords.

Wrapping Up

Keywords are a crucial part of your whole Search Engine Optimization process and play an important role in ranking your website on the SERPs. Understanding their importance and implementing an effective keyword strategy will contribute significantly in driving organic traffic to your website. 

Conducting a thorough keyword research to grasp your audience's interests and collect industry-specific keywords. Align these keywords with user intent to ensure relevance. 

Incorporate primary keywords strategically into the title tags, on-page content, H1 tags, and where applicable, within page URLs, meta descriptions, and alt attributes.

Take professional help from the best SEO Company in Delhi NCR to continuously update your keyword research to remain informed about evolving trends and maintain your website's visibility.