Most businesses we work with want to generate new clients or drive interest in their products or services, based on showing up on Internet searches. Conversations about lead generation and searches inevitably turn to keywords and keyword phrases.

Specific keywords or keyword phrases are based on search strings (a combination of characters and words that make up a search) that potential customers will type into a search engine. Businesses use keywords to help potential customers find them in search results.

Everbearing has the ability to track the rankings of keywords in the major search engines. We utilize this to help determine your relative visibility on specific searches.

Once we know a client’s keyword visibility, we can then determine how to get a website to rank higher on a particular set of keywords or search strings. Often clients will ask us if we can simply add a keyword multiple times on a page (known as “keyword stuffing”) to show up more times as a search result. The short answer is NO.

Such ‘keyword stuffing’ is no longer effective as Google and other search engines now look for relevant, helpful content which can include text, pictures, audio, video, and slide shows. A little goes a long way with keywords. Just like a dash of cayenne pepper adds an interesting depth to a dish and a cup of cayenne pepper will make a dish inedible – too many keywords can hurt as well.

Employing correct Search Engine Optimization (SEO) practices involves creating a ‘content strategy’ that incorporates targeted keywords or search phrases that make is easier for search engines to read and index each web page. The key to getting content strategy working successfully is to develop interesting content that incorporates the targeted keywords or search strings while maintaining a natural ‘feel’ when read.

The best way to incorporate keywords naturally is to consider the various challenges your products or services address or resolve and incorporate them into the following content categories:

  • Pages that share how your company or organization addresses issues as well as, why your solution is better.
  • Real life customer success stories and testimonials.
  • Instructions or DIY. Often times businesses are afraid to share too much information, worrying that people will do things themselves. Often, the reality is that once people know how much effort and energy it takes to do things correctly, they will prefer to pay someone else to do the work. The few people who elect to do the work themselves are usually the same people who were intending to do it anyway.
  • Pictures along with descriptions of what you did. Potential customers love to see what you have done and how you did it. This type of information helps customers see your style and understand how you solve problems.

Using keywords to create complex search strings can significantly improve search results. Keep in mind that the more precisely your search string expresses what you’re customers are looking for, the more likely the search results will meet their needs.

Don’t be afraid to get creative beyond the above four ideas. Think about things you can do that incorporate your keywords that are both interesting and helpful for current and potential customers. If you are generally helpful you can’t go wrong.

Let us know how we can support you! Tell us how you “spiced” up your content with keywords in the comments below.


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