03 Mar Do You Want Your Website To Rank? Keywords Are How You Do It
According to one recent study, search engines like Google made up over 70% of all global desktop search traffic in 2021. Google on its own received more than 360 billion searches last year. Once you also consider the fact that the vast majority of all interactions between a business and its customers begin via a search engine, it’s easy to see why SEO (search engine optimization) is so important.
Yet at the same time, a lot of small businesses in particular make incorrect assumptions about just what SEO really is. Yes, it’s important to put high-value content out into the world – the types of blog posts, white papers, and other collateral that people want to read. Yes, it’s also important to provide them with answers to questions or solutions to problems that they didn’t have before they encountered your website.
But make no mistake; keywords are still very important in terms of SEO. This is true for a wide range of different reasons, all of which are worth exploring.
Why Keywords are the Key to Ranking for Your Website?
On the one hand, including keywords organically into the content you’re creating sounds simple. Yet at the same time, clients all too often come to us and express that they just don’t understand why they’re not showing up in engines like Google for those that they are targeting.
In the vast majority of situations, it’s as simple as that they don’t include the phrase on their website correctly, nor do they have supporting content to match.
If you’re a bookstore in Baltimore, Maryland, you may assume that it’s enough to include “bookstore Baltimore” in your copy a few times to catch the attention of Google’s web crawlers. But in reality, keyword stuffing like this isn’t just ineffective; it can outright get you penalized.
Not only that, but you also have to think about the way people search for things these days. It’s not the late 1990s anymore. They’re not searching for “bookstore Baltimore,” they’re searching for “bookstore near me.” This is where a new strategy needs to take hold.
These are some of the reasons why a blog, coupled with location pages, come into play. More people are searching for “near me” phrases than ever, and if you want to rank highly in each of them, you need to have a dedicated page on your site that speaks directly to that city. Then, you need to target those cities with the precise phrases you’re trying to rank for. Only then will you be able to see the results that you’re after.
Another one of the mistakes that people commonly make involves trying to target too many words on one page. Even if someone sets up location pages for each unique city that they operate in, if they’re including too many keywords you’ll only end up with diminishing returns. Instead, you need to select a very precise keyword or key phrase and focus on that for each city page that you create.
Additionally, the importance of creating a significant volume of content is something that literally cannot be overstated. This is especially true in a niche industry like contracting, where you need to be able to establish yourself as an authority.
The more content you create for your business, the better chance you have of actually ranking for the keywords you’re going after. That’s not to say that every piece you publish should be crammed with keywords – far from it. It’s just that if you strategically include keywords in otherwise high-value content, as more people read it, they’ll spend more time on your primary website. As that happens, the entire domain rises through the ranks, which is, ultimately, the most important benefit of all.
Still, it’s important not to create content just for the sake of doing so. It’s critical that you make sure you have something to say. Research the types of topics in your industry that people are actively discussing, the things that they care about. See if you can answer any questions they may have by way of a helpful blog piece, or add anything new to a breaking industry news item that they may be discussing.
Essentially, what you’re trying to do is prove to a search engine (and thus, your audience) that you’re an expert without a doubt in your local area. It’s something that will require a fair amount of work, to be sure, but that effort will more than pay for itself in the long run.
If you want to sell outdoor kitchens, for example, your blog and website need to cover this topic in significant detail. You need to think about the types of questions people will ask: “What do I need to do to prepare my outdoor space?” and “What do I need to do to maintain the area during the cold winter months?” The more questions you’re able to answer with authority, the better chance you have at resonating with people, which is the goal you’re trying to accomplish.
In the end, it doesn’t matter what industry you’re in – content creation is the way to speak to a significant number of prospective clients. But they don’t just want to know about what your products are. They want to know, beyond the shadow of a doubt, that you’re going to provide them with something of value they didn’t have before their relationship with your business began. Keywords are the way to start that journey and consistency is the way to continue it well into the future.
If you’d like to find out more information about how to rank for your top keywords as a construction industry business, or if you’d just like to discuss your own needs with someone in a bit more detail, please don’t delay – contact Coastal Marketing Strategies today.