Like hashtags, keywords help a computer’s brain (the algorithm) to understand what a piece of content is about. In the case of search engines, what a webpage is about. If you get it right, your web page will perform better than your competitors on search engines. Potential customers will find you first.
This week’s blog will explore what keywords are, why they are so important to get more website traffic, and how businesses can optimise keywords to get better ranking in search engine results.
What is a Keyword?
According to Google, a Keyword is a word or concept of great significance. It can also be a word used in an information retrieval system to indicate the content of a document. This second definition is exactly how keywords work in digital marketing. It is a term that has skyrocketed in relevance in the age of the internet, with the number of mentions in literature increasing as you can see in the timeline below.
When a person searches for something on Google or another search engine, they will type or speak certain words or phrases to guide their search. These are the keywords.
Helping people find you
Choosing the right keywords to use in your marketing copy and search engine optimisation is key to more people finding your website amongst the millions of alternatives. Achieving a higher-ranking result means you will be higher on the Search Engine Results Pages (SERP), and therefore have more people visit your website and a higher potential for income.
The first thing to keep in mind with keywords is that a local search via Google has become commonplace in the age of the digital phone. Search keywords should be optimised for voice search, for people who want to find a café on the go for example.
“The value of a web page’s content to users is inspected by Search Engines using several complex algorithms. Search Engines achieve this by making use of crawlers to identify keywords in the natural readable content of a web page” (Ramos & Cota, 2004)
How search engines use keywords
In technical speak, search engines are “programs that offer users interaction with the internet through a front end, where users can specify search terms or make successive selections from relevant directories. The SE will then compare the search term against an index file, which contains web page content. Any matches found are returned to the user via the front end” (Weideman, 2004).
In other words, a user of a search engine provider such as Google types in some keywords about a topic of interest; and the search engine brain (algorithm) analyses this search query, giving what it considers as the most relevant results based on the keywords.
Websites are giving rankings on individual keywords. For example, you might come up on the first page for digital marketing strategy, but the fourth page of results for social …read more
Read more here:: B2CMarketingInsider