Knowing how and where to put keywords on your website can be a valuable tool in attracting wanted traffic; providing the due diligence in research about the keyword is even more powerful. I would like to discuss the importance of keywords; whether that might be where to put keywords on your website or how to go about choosing the proper keywords which would have the best return on investment.

I stumbled across this video by Roberto Blake a little while back which blatantly states “Everything you know about SEO is wrong”. The title is a bit brash, although I do believe that what Roberto has to say still rings true today; for I still find that some are still missing the mark.

The importance of what one would acquire from watching this video would be properly selecting the right keywords. When doing this, one needs to solve a problem, rather than provide a diluted solution.

For example, as Roberto demonstrated in the video, it would be more beneficial if one were to target the keyword “Best Mac laptops for graphic design” rather than trying to focus on the broad keyword such as “laptops”.

Applying keywords to a website

Well, how might you go about applying keywords to your website? Well, I’m glad you asked!

There are several ways search engines determine whether a page is best to serve for a particular queried phrase. One way to increase the potential of ranking a page is “optimizing” the keyword you are targeting for within an individual page:

  • placing the keyword, or phrase, within the title,
  • including the targeted keyword within the meta description
  • targeting the keyword by using it within the url
  • Adding relevant images with specified alt tags related to the keyword
  • Adding relevant heading tags throughout the article which corresponds to the targeted keyword
  • Write relevant content about the keyword so the user benefits from your page & site

I would like to emphasize the importance of that last bullet: Write relevant content about the keyword so the user benefits from your page & site. If the content on the page is relevant to the keyword you are targeting then you could be keeping a user on your site longer – which is great!

Roberto’s best piece of advice in this video highlight this notion:

Own the solution to that problem and you will see better results, than if you were trying to buy multiple ip addresses, buying backlinks, or buying fake traffic. […] Being on the top of Google for a single keyword doesn’t matter. Being in the top of Google for people who care about solving their problem matters because those are the people committed to buying something that solves their problem, or giving their attention, or time.

Long Tail Keywords

Long tail keywords are 4-6 word phrases one might enter into a search engine. This could include “Best Mac laptops for graphic design” like Roberto pointed out, or for this long tail keyword example “percentage of the long tail”. These are usually phrases which have a distinct answer to them, such as the percentage of the long tail is around 70%.

So, what is the long tail?

The long tail is the amount of traffic a search engine will receive which is seeking an answer from a long tail query. As mentioned above, the long tail is around 70%. Another way of stating this is that 70% of search engine traffic resorts to long tail queries.

One of my favorite statements on conceptualizing the magnitude on how large the long tail is was stated by Rand Fishkin in the article Illustrating The Long Tail

If search were represented by a tiny lizard with a one-inch head, the tail of that lizard would stretch for 221 miles.

That’s a big lizard!

Choosing the proper keywords

One of the free ways of finding the best type of keywords for a particular niche is to use Google and query for what you assume might be the best keyword / phrase. Often times, Google will suggest similar keywords or phrases which they might find most relevant towards your topic, or find that people often query a specific phrase when seeking an answer to a specific question.

Google suggests similar keywords

Well, not many people are Googling about the long tail, although it seems a lot of people want to know if their long-distance relationship is going to work out. Ugh, that’s kinda depressing.

For this example, lets say that you were shooting to rank a page with content regarding “the percentage of long distance relationships that last” and wanted to understand whether optimizing the phrase with “that last” or “college relationships” you should check out how much traffic each of those specific phrases receives. To do this, use Google AdWords Keyword Planner and utilize the get search volume data and trends feature. This is a great free resource which allows for one look into the statistics of monthly trends for particular keywords.

There are a handful of website, some free, which will also help you brainstorm for keywords as well:

Roberto has a handful of knowledge in regard to optimizing search engines, and well rounded in the Internet of Things. I would definitely recommend checking out Roberto Blake‘s channel on YouTube. Also, if you enjoyed the content, go ahead a leave a comment and sign up for our newsletter!

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