At this point, most businesses who have tried their hand at internet marketing probably think they know what a keyword is. A tremendous amount of misinformation and focus directed towards the wrong metrics has provided many businesses with a fixed idea of which keyword their business should “rank” for, and what that “ranking” should look like. However, many of these ideas are misdirected, and it’s important to truly recognize the value of each word on your page.
Throw away all your preconceived notions. Right now.
What is Your Audience Searching For?
A keyword is only as important as the topic of your business services or products. Let’s put it this way. Say you have an online business, specializing in the sale of innovative napping pillows. These napping pillows have the potential to revolutionize the way that people nap in public areas, like airplanes or trains. You could create your keyword strategy around what your product is (napping pillows for planes, napping pillows for trains) but if those terms have no search volume, then you’re expending your efforts fruitlessly.
The true key to optimizing your website for your product is to find what people are searching for, and then go to them. So, for example, if the keyword popularity of “how to sleep on planes” far outweighs “airplane nap pillow” then you should definitely determine how to address the “how to sleep on planes” question, and answer it with your product. Often an innovative new business has a product or service that the searching public doesn’t know they need yet, and that’s where it becomes truly important to structure your content around what people are searching for.
What Are You Offering?
It is also important to remember to actually refer to what your product is in your content. Using the example above, if you were to write an article that expounded upon how your innovative product made sleeping on planes a dream, (I couldn’t resist) but never mentioned that it is a pillow, then you’re not communicating what it is that you’re providing. As simple as that sounds, it is probably one of the most common issues I’ve run into on websites. It often seems like the point is clear, because of accompanying pictures and contextual information, but quite often websites forget to include the very thing that their product inherently is.