Webmasters and online publishers have learned it the hard way that merely focusing on keywords while creating content doesn’t help you much in terms of improving your SEO. It used to work until a few years ago, but it no longer does for the simple reason that search engines want to bring out quality, useful content rather than spammy content for their users. In order to enjoy better search engine rankings and consequently, improve your business on the web, you need to become relevant to your users. It also makes sense in the conventional sense. Just imagine, if you constantly indulge in pointless tactics to attract people to your business, are they can to work? Misleading people to your website can get people to it, but they won’t turn them into your paying customers and clients. For that you need to present to them content that is relevant.
But how do you make your content relevant?
The definition of relevance changes from business to business and theme to theme. Normally there are two reasons people come to your website: to do business with you and to obtain information that can help you decide whether they want to do business with you or not. The first aspect is taken care of by your inventory and your listing of services. The second aspect, the information they are seeking, the advice they want, needs to exist in the form of content. While creating content for your website you need to think from the perspective of your customers and clients. If you are your a customer, and you come to your website, what information would you seek out in order to make up your mind? What are the questions you want answered? What are your doubts and does the content on your website alley those doubts? Is your content confusing or does it use clear language and articulate expressions to convince you?
You may also like to request another person who is not familiar with your product or service and who doesn’t speak the jargon of your business to take a look at your content; find out how easy or difficult it is for that person to get your message.
What about the keywords?
No doubt keywords still rule the roost but it doesn’t mean you use them indiscriminately. Instead of focusing on keywords, focus on the search terms that can help your prospective customers and clients find you on search engines as well as social media. Rather than using your keywords for SEO purposes, use them to make an impact and use them as an integral part of the language that you use to create your content. Don’t force their presence in every paragraph but use them strategically, for instance your primary keyword should appear in the title of your webpage or blog post. It also helps if it appears in your description because then it gets highlighted on the search engine results and this makes people click your link more.
More than generally keywords, use longer keyword combinations that can be better targeted. “Plumbing jobs” won’t get you as much traffic as “24-hour plumbing jobs”, or “Bay Area plumbing jobs” or even “Latin American plumbing jobs in Bay Area”. The more information you can pack in your keywords, the better are going to be your ranking prospects.