Keywords matter to Google and therefore they need to matter to you. Google loves it when searchers find what they are looking for, and they do everything in their power to help them find (and not just search for) information.
Keywords are the terms and phrases that people use to search for content online. You can find the keywords currently being used to find your site in the Google Search Console. If you already have google analytics installed on your site - you will find the console in the right-hand menu, if not you will find the link to add this useful tool, later in this article. This post outlines three simple ways to leverage keywords to drive high-quality traffic to your website.
Providing your potential customers with the information they want is your ultimate goal. When you do this they stay on your site longer, and they are more likely to engage and take action. Bingo!
There have been lots of talks that keywords are dead. Quite simply they are not dead but lots have changed. The way keywords are tracked, the way we interact using voice search, and the way search engines process the information we provide is constantly evolving.
Google now works harder than ever to interpret searches and not just take the keywords entered during the search at face value. In contextualizing the search terms to understand the searcher’s real intent, Google often rewrites our search query behind the scenes to incorporate additional information relating to our intent.
Having a real and deep understanding of what information your customer needs throughout the buying funnel is key and should be your first thought when implementing any keyword related strategy. Ask yourself: What sort of broad information will they be looking for during the awareness phase? What sort of assurance do they seek during the consideration phase? and What information do they need to convert (e.g., submit a contact form, use the mortgage calculator, etc)?
The domain names you use are highly visible and should describe your business and the information that is contained on your site. For these reasons, Google places value in keywords included in the domain name itself. And so do consumers. There are now hundreds of industry-relevant domain name extensions, so you can now include a keyword both sides of the dot!
When using a domain like www.miami.homes, both words are valued by Google. When consumers see an exact match to their keywords in a domain name in the search results, they are twice as likely to click on that domain name compared to a search result that does not include an exact match. Don’t forget you can use multiple domains to attract different segments of your market.
Search engines are getting much better at crawling dynamic content, this is content which changes based on the behavior, preferences, and interests of the user. However static content is a near-guarantee for indexation and is the easiest to implement quickly. keywords should be used to inspire all page content in order to satisfy the searchers intent, you will be penalized if they are not used to genuinely answer the questions the searcher has. As an example you might have a guide to local schools, to capture customers moving into the area with children or include some mini cases studies of clients you have helped to satisfy searchers looking for best or recommended agents in the area.
Title tags influence rankings and click-through-rate (CTR) and if used effectively, keywords in the title tags can help. Title tags are displayed as the clickable headline in search engine results. Each page needs a unique title tag and should be should be an accurate and concise description of a page's content. Keep the tag to under 60 characters, and use keywords, ensuring they are relevant to the content you are providing.
A great title tag for a page showcasing a specific property listing could be:
Stunning 4 bedroom beachfront homes in Miami
Implement these three simple strategies to effectively leverage relevant keywords in your domain name, content, and title tags to drive high-quality traffic to your website.