As already mentioned in some previous posts on this blog, keywords are important in today’s digital world.
ATS use them to decide what applicant is the most qualified to fill a vacancy, while web marketers use them strategically to win the race to the top of search engine result pages. The truth is, today everyone should be aware of them.
What are Keywords and Why are They Important
Keywords are certain combinations of words or small phrases which frequently occur on search queries. Knowing the right keywords is essential in a SEO and SEM campaign. Keywords tell us a lot about people’s interests and their on-line activity. Search engines keep track of all the queries entered by users; this data are then analyzed and sold to marketers. Search Engine Marketing is the main source of revenue for a tech giant like Google.
In addition to search engines, there are also other circles which use keywords. For instance, as already discussed in a previous article, recruiters utilize dedicated software to skim through the thousands of applications they receive when a new position opens. Such software, called Applicant Tracking System (ATS), searches keywords on candidates’ resumes, to decide if they are suitable or not for the job.
The Magic of Keywords
The volume of keyword searches tells us a lot about current trends. Something is hot today, and tomorrow no longer. For instance, certain products are very seasonal. When selling seasonal products on-line, it is important to strengthen the marketing efforts during the right time. Thanks to some tools, as the Google Keyword Planner, this can be done very easily and effectively.
Keywords and their Role in SEO
SEO needs to always be taken into account when building a website. It has been proven that everything, starting from the domain to the smallest detail of a website, has a remarkable influence in the positioning of webpages in Search Engine Result Pages (SERPs). For instance, having a domain which is a perfect match is the ideal for an online business.
The structure of a website must meet certain requirements. Every content needs to belong to its own specific category. Categories are optimized when named with specific keywords and their content is semantically relevant. This means not only having a keyword, but rather a bunch of related ones, all together, empowering the overall building.
The density of keywords counts too. As algorithms are programmed to best meet users’ expectations, keyword stuffing must be avoided. Instead of repeating the same words and phrases over and over, it is wiser to spread them along the content, using synonyms and related expressions.
There are certain strategic places where keywords need to be presents, and these are: URLs, meta-titles, meta-descriptions, headings and anchor texts.
Unfortunately for most of us, the way teachers at school, taught us how to write, is completely different from the way of writing for the web.