We marketers know that our website’s ranking on Google is essential for our brand’s success, yet there seems to be a lot of confusion and frustration concerning how to climb up and reach the top of the golden ladder that is search results. It just isn’t enough anymore to be present online with a website and a Facebook page. If the consumers don’t find you on Google, it’s like you don’t even exist. This is where using the right keywords comes in handy.

What are keywords?

Keywords are the words consumers typically type into a search engine when looking for content on the internet. The search engine then matches the keywords to the right content using a complex algorithm designed to find the information the consumer was looking for.

To be completely honest no one other than the particular search engine knows exactly how their algorithm works because they don’t want companies to manipulate search results to the extent that the consumers don’t get what they are after. Which is fine for us marketers since we only want relevant web traffic. To achieve this, we must use relevant keywords.

There are two, categories of keywords:

  • Broad keywords are short words or phrases that are very generic. They typically apply to a very wide specter of industries and themes. They are subject to a lot of competition and are hard to rank for. Examples include words like marketing, sales, boats, vlogging.   
  • Long-tail keywords, on the other hand, are more specific. They include several words, creating phrases that tell you exactly what the consumer is looking for. It's easier to get a good ranking of these types of keywords, but there is a fine line between relevance and overly specific. Good examples of long-tail keywords are: buy boat in Boston, Increasing sales revenue.
The best way to find specific keywords for your company and industry is to conduct a keyword analysis. This article provides some great tips for how you can get started with this work. 

Just remember that a good keyword is not defined by search volume alone. Ultimately, you want to find words that are relevant to your brand with an adequate search volume and a decent amount of competition. A keyword analysis that doesn’t take competition into consideration isn’t worth the paper it's printed on.


How to use keywords in your content

Now that you have all your keywords, it’s time to put them to good use. Keep in mind that search engines are improving and changing their algorithms continuously, so it's absolutely crucial that you keep yourself updated on this subject. These are however our best tips for using keywords in digital content for the time being:  

  • Use several keywords

Make use of both broad- and long-tail keywords, and several in both the text body and main titles and subtitles. Titles get ranked as more important than the text body, but consistency is key.

  • Prioritize context and quality

Gone are the days when you could type in your keywords 500 times in the bottom of your text and receive a good ranking on Google. Search engines have gotten a lot smarter and are now penalizing such behavior. Don't repeat keywords too many times. Just focus on creating content that humans will enjoy reading and you should be okay.

  • Make a strategy and be patient

Building search engine credibility takes time and dedication. Set long terms goals and work strategically, changing your aim and method every few months can prevent you from advancing.

All that is left now is for you to start creating great digital content. Feel free to use our guide: