Keywords are phrases people type into search engines such as Google or Bing in order to gain information. Google is one of the most popular search engines, because it is very good a providing accurate and relevant results to the users. The main aim of search engines is to help people solve problems. Through understanding keywords, you can predict what these “problems” are and address them with content on your site.
There are a few different types of keyword. Firstly we have keywords based on the number of words (short tail or long tail keywords). We also have keywords based on the intent of the user, for example users with purchase intent, or informational intent. Finally we have misspelled keywords, seasonal and inferred keywords.
They are all important because it is well known that if a website appears on the top position on Google for a particualr keyword, around 30% of searchers will click on that page. The means higher traffic, more brand awareness and increased conversions. You should aim to rank as high as you can on Google!
By pairing good quality written content with relevant and natural keyword placement, search engines will begin to see your site as a valuable and relevant source of information – you are more likely to move up the rankings.
It is good to understand how your customers think and behave. By thinking about the words they type into the search engine, you can better understand their needs and tailor your keywords to suit.