Word phrases (aka “keywords”) are typed in search engines more than 15 billion times each year. Keywords are basically the multi-word phrases you type into the search engines to find products, services, and information. Using keywords effectively and placing them in the right places on your website will boost traffic to your web pages.
Achieving online success depends on your research and selection of keywords. If you want your search engine optimization (SEO) and search engine marketing (SEM) efforts to pay off, start by picking the most appropriate keywords for your firm’s website.
Keywords are not Words but Good Phrases
The biggest misnomer in SEM and SEO is the term “keyword.” This doesn’t actually refer to a word, but a phrase. A more appropriate term, then, would be “keyphrase.” It’s almost always better to go with multi-word phrases.
Keyword selection is based on the products you sell or the services you deliver. From there, you can choose keywords that will have potential customers landing on your website in no time.
Given the nature of your business, it sounds reasonable to use the keyword “accounting” or “accounting firm” as your primary keyword. Unfortunately, this isn’t the most practical approach, as those keywords won’t drive relevant traffic to your site. They may help your pages rank higher, but unless you own a huge accounting firm, run a highly authoritative website or use the domain “Accounting.com” (which is very unlikely), you won’t get that boost you’re hoping for. The shorter the keyword, the more likely competing websites will want to use it. It’s very unlikely to rank high for “accounting” because the number of search results will be astronomical.
It’s more likely you’ll see better results by using very specific keywords such as small accounting firm, accounting firm + location, and local accounting firm + location. These sorts of keywords are also referred to as “long-tail keywords”. So, the more specific and descriptive your keywords are, the greater the likelihood that potential clients will visit your site.
Keywords are considered to be the “staple of SEO.” Mastering keyword research is one of the most effective ways of increasing your site’s exposure and traffic. Once you perfect this technique, reaching out to your target audience will be a breeze. Google Adwords is considered to be the best resource since Google will be one of the search engines you most likely want to target. Their keyword planner, which was last updated in 2017, is now designed to provide you with more streamlined keyword search results.
You will need to conduct research that is based on each web page you want to feature on your website. That way, you can target multiple keywords that apply to your business and even create content based off of them if you want. For example, “accounting consulting” may not work for your web page, but it could make for a good blog post.
Angela Hovestad graduated with a Bachelor of Arts at Vancouver Island University, and joined KIAI Agency in early 2017 as a Content Manager, after working in other agencies for the past 5 years. She is responsible for managing our writers and editing their content, and she also creates blog posts and web page content for both KIAI and our clients, as well as helping with the text-based part of SEO. Angie is a writer in her spare time. She likes to write about video games and loves to read books, play video games, bake, and spend quality time with her friends and family.
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