by Frances Leary
Keywords, keywords, keywords.
That's the most important part of SEO in inbound marketing.
Why? Keywords serve several purposes:
- They tell your audience what you are talking about.
- They tell Google what you are talking about.
- They make it easier for you to rank in search engines when people type in those keyword phrases.
When someone searches for keywords related to the products or services you offer, you want to come up first in search results. Keywords can make that magic happen.
Here are a few important ways to use SEO as part of the inbound marketing process.
- Include keywords in your page content.
It is important to include keywords both in your regular website content as well in your blog marketing. This will provide you with more opportunities to rank for any given keyword phrase.
- Use keywords in your URL.
While this isn't essential every time, it increases Google's ability to recognize that page as being relevant for a specific keyword search. It will help boost rankings for that keyword phrase.
- Use keywords in your Meta Description.
The meta description tells Google what your page is about, and it provides potential visitors with a preview of what information they will find on your page. If they have searched a certain keyword phrase, you want them to know that they will find information about that keyword phrases when they click on your content.
- Use keywords in the name of your uploaded images.
Google doesn't read images. It only reads text. It does you absolutely no good for Google to read text that says 6u283jd8.jpg. This means nothing. However, if you name your images with keywords, this is an indication to Google that your page is relevant for that key term. So, you need to give your images a keyword name when you load them onto your site.
- Use keywords in your image alt tags.
Alt tags are another indicator to Google (as well as to others when an image is not visible) that this image is about this keyword phrase. This will also help boost page rankings for the specific search term.
- Hyperlink keyword phrases to other pages in your website.
The more links to a page, the more visibility it gains with search engines. So, when you use a keyword phrase within your content marketing, and you then hyperlink it to a relevent page (as I've just done), you're driving more traffic to that page. You're also telling your audience that they can find out more about that keyword phrase by clicking on that hyperlink. This leads to them spending more time on your site, which also increases your pageviews and your rankings.
- Target long tail keyword phrases.
It is much, much easier to achieve higher rankings for long tail keyword phrases that are specific rather than general. Ranking for "cars" for example, would be almost impossible. Ranking for "used car dealer denver" would be much easier.
While SEO isn't magic, it is a necessary part of the inbound marketing process. Take a look at your website. See how well optimized it is, and make the changes you need in order to improve your results.