Keywords — you know you need to use them, but where should they go? And how do you identify the keywords that will generate the most traffic and conversions for your brand? The keyword landscape is one that is constantly evolving. Just a few years ago it was possible to generate traffic by simply littering a website with keywords.

Today, however, sophisticated search engine algorithms have dictated that keywords need to be used in a more logical and user-friendly way.
Maintaining a good keyword structure on your website may seem like a challenge, but there are a few simple facts and rules that will help to solve the keyword mystery.

Placement Is More Important Than Frequency

The days of stuffing a website with the same keyword are over. Today, it’s more about placing your keywords in the right places than scattering them around and hoping for the best. For example, placing your keyword in your headings is more important to Google than using the same keyword six times in your blog post.

The Keyword Tools You Shouldn’t Be Without

Keyword research is critical to getting the best results from your use of keywords. There are a number of tools you should include in your keyword toolbox:

• Google Keyword Planner – view data about specific keywords and build campaigns.
• WordStream – Identify the most effective keywords and niches.
• Bing – Bing’s Webmaster Toolbox provides data on keyword popularity and competition.

Continue Identifying New Keywords

Many businesses are enthusiastic about their keyword strategies in the beginning. They use the keywords they have identified across their website and think that will be enough to generate traffic.

However, it’s an ongoing process. To truly boost your traffic for the foreseeable future you need to keep identifying good keywords and using them across your website and other marketing channels. For example, regular blog posts are a great carrier for your keywords.

Focus on the Reader, Not the SEO!

It’s one thing getting visitors to your website, but quite another to keep them there. Make sure you write your content with humans in mind first and search engines second. Good writers know how and where to place keywords while also ensuring content is engaging.

Use Your Keywords Often

Whether you are publishing blog posts or using social media to get your message across, there is always an opportunity to use your keywords. Little and often is a good way to build authority with the search engines and ensure your pages and content are relevant and highly visible to your target audience.

Getting the Best Return on Your Keyword Efforts

Keywords are essential to getting your website and brand noticed. Whether you are a niche business or you operate within a highly competitive market, choosing the right keywords and using them wisely will pay dividends. Patience, research and an appreciation of search engine rules will all help to ensure your keywords offer you the best return on your efforts.