A keyword is the term people type into a search engine to find the information they’re looking for. If you’re looking for a face painter for your child’s party in York, you’d probably type in something like “face painters near York.”
When you’re writing the content for your website, you need to make sure it contains the words people are searching for when they’re looking for your type of business. They are your keywords. Brilliant, engaging copy won’t bring you more traffic and potential customers if it doesn’t use keywords specific to your business.
How to find keywords
Make a list of all the words that come to mind if you were describing your business. Then type those words and phrases into a search engine like Google. This will show which words are used the most to search for your type of business.
If you’re using Google, scroll down to the bottom of the page. You’ll see a box with suggestions based on the words you’ve searched with. This will give you more information as to which words and phrases people use to search for the topic you’ve entered.
Where to use keywords
Once you’ve found your keywords, you need to make sure you use them appropriately in your post. It needs to flow naturally and be easy to read. Don’t stuff it with keywords. Search engines won’t like that and it can actually harm your ranking. And using it too many times will probably make it difficult to read.
If your website is with WordPress, I’d recommend using a plugin like Yoast. It tells you whether you’ve got enough (or too many) keywords in your blog. It will also give you other SEO tips to help you improve the ranking and searchability of your post.
Your keyword needs to appear in your headline, and then in the first two or three sentences of your post. Ideally, you want it to appear in the first sentence, but it doesn’t always fit in naturally there.
If you’re adding an image early on in the post, add your keyword in the alt-text or caption box so it’s picked up there too. You’ll see these boxes appear when you upload the image.
For blog posts of around 800-1000 words, your keyword or phrase needs to be appear five or six times. So include it a couple more times throughout the post and if you can, in at least one of your headings.
The crucial thing is to make sure they’re added in a natural way. Your keywords shouldn’t stick out. They’re there to be picked up by Google, but your reader shouldn’t notice them any more than the rest of the words they’re reading.
Also make sure you also include your keyword in the meta description. This is a short description of what your post is about and helps search engines find your post when people are searching for the keywords you’ve used.
Need some help?
If you’d like to know more about writing a brilliant blog post for your business that helps potential customers find you, have a look at my download “How to write a blog for your business“. It shows you how to structure a blog post and goes into more detail about keywords and how to use them.
If you’d like to sign up to my newsletter, Wish Weekly, to get tips to help you create brilliant blogs for your website, click here. You’ll get a free download when you sign up to help you set up a blog on your website.