One of the most important elements of SEO are keywords. How do you go about choosing the appropriate keywords for yourwebsite though?
One of the best tools out there is Google. Put yourself in the shoes of the type of person you think would be most likely to search for your product, service or category. What would they type into a search engine in order to find your website?
This would be the most obvious choice for a keyword. However, if you are one of a million websites out there using the same keyword, chances are you might only appear on page 3o or 50 of the Google search results. Which means that you will probably never get any hits from search engines.
So, what now? Using the most appropriate keyword in order to boost SEO makes sense, but chances are a lot of other websites have beaten you on this point, and are already quite highly ranked on search engines.
This is where Thought Leadership Content comes in.
Let’s use an example to illustrate the point. If you are a second-hand car dealership with a website design which has been running for about a year or two, you might not have a very high page rank. Which means that anyone searching “second-hand car sales” or similar keywords, would only find you on later pages. Most people don’t go past the second page when searching for products or services.
Most websites on the front page of Google however, rely solely on their SEO and their keyword to draw people to their site. This is when it’s time to use intelligent website design to draw visitors to your site. Instead of trying to compete with the thousands of other companies using the same keywords, increase the content on your site.
It sounds so simple, but why would this matter? Understanding a bit more about how Google and other search engines work will go a long way to explaining this point.
When Google indexes a website, it goes through the following process:
- Look at keywords and meta content present on all pages and posts of the site
- Look at the headings being used in relation to these keywords
- Search through the written content of the site
- Compare the keywords being used with the content on the site
- Check external and internal links on the site
Now what does this mean for the average website owner? It means that, the more content is available for search engines to index, the more likely that these search engines will find the website relevant to the search… and the better SEO!
Google is not really interested in sales. It doesn’t care if have one product or fifty. What search engines care about is giving the visitor the information he or she is looking for.
Going back to the car dealership example, if the owner of this company starting putting up interesting articles relevant to second-hand car sales, Google will see this website as being more relevant than just a “sales brochure” of a site which has barely any information on it.
If the owner of the dealership regularly updates his site with meaningful, fresh articles, visitors will start visiting. And if they feel that they could only benefit from reading more articles, they will subscribe and become regular visitors.
So when thinking of keywords and SEO, first think about what extra information you can provide your visitors. If you would like to know more about Thought Leadership Content, read our article here.