Thursday, September 5, 2013

Don't Rush to Change Keywords

If you do search engine optimization, you know about keywords. Keywords are your backbone for search engine optimization. They are what get you noticed by the world on the internet. Keywords are the things that people type into the search engines and why your material on the internet and your website become relevant to the people using those keywords. The only problem is that many people are eager to change the keywords and try to be innovative.

The thing about keywords is that they have to establish themselves in reference to your website. So, for example, you use "Dentist in Chicagoland" as a keyword for your dentist office, this keyword has to become associated with your website, according to the search engines. If you change your keywords too often, then the search engines don't like it and your rankings will suffer.

Keywords can stick around for a few months or even longer so you don't really have to worry about them having a short expiration date, they aren't like milk. Think of them more like juice.

If you do not know how to choose a keyword, well there is a science to that. Keywords are often 2-3 words long. one word phrases are called short-tail keywords and they make up less than 30% of searches on the web. Phrases longer than 3 words are called long-tail keywords and make up gets fewer uses with each additional word. The longer and more precise the keywords are, the sooner you will get increased traffic. It is easier to optimize a site and rank for a unique phrase with little competition. The longer and more precise your keyword is, the fewer visitors you will get, but the more targeted your traffic is. The narrower the search term you target, the greater part of visitors convert to actual customers.

When choosing keywords, you want to make a list of keywords to choose from. They must pertain to what you offer or sell. To help you, you can use the Google Keyword Planner tool. You can use more general keywords or more specific like "Chicago Instrument Shop". What makes it more specific is the addition of "Chicago".

How do you pick the best keywords? Good question. You will need to calculate the Keyword Efficiency Index, or KEI. This index show you how good a keyword is for bringing traffic to your site. You will want keywords with high KEI. There are three components to KEI and they are: relevance ( how closely your keyword is related to what you offer to your customers. You can rank the relevance in terms of excellent, good, or poor). Another component of KEI is the search volume (this is how many queries are made for a keyword per month). The third component is competition (how many websites try to rank for this keyword- generally, all sites that have the same keyword as you are your online competition. The fewer websites that are optimized for the same keyword, the better KEI).

As a Chicago marketing company, we do all sorts of internet marketing, search engine optimization, social media marketing, blogs, web design, and more. We know all about keywords and how they work and how to use them to someone's advantage.