What is a keyword?
When looking for information about keywords in relation to SEO,
you get bombarded with information about keyword research.
And of course, keyword research is very, very important,
it's also important to know what a keyword is exactly.
And that's the thing I want to discuss in this video.
What is a keyword, some also call it a focus keyword?
A keyword is a word that describes the content on a page best.
It's the search term that you most want your page to rank for.
So when people search for that keyword or phrase,
they should find a page on your website.
Let's say you've got a website about herbal tea.
You sell all sorts of herbal tea and you blog about herbal tea.
You sell delicious Ginger tea and created a product page about Ginger tea.
What kind of search term do you want to be found on?
What kind of words do you think
people will use in search engines to find you?
What would the search query look like?
Probably 'ginger tea'.
Because this keyword reflects what's on the page best.
If you should explain the bottom line of your content, how would that look?
What words would you use?
That's your keyword or key phrases if they're multiple words.
We tend to use the word keyword all the time,
but we don't necessarily mean it's only one word.
Keywords usually consist of multiple words!
So, in this video, when I talk about keywords,
I usually mean a phrase, rather than a single word.
Why are keywords important?
One of the things Google looks at, is content.
It's the words you use on your pages.
Now picture this, if every word on let's say a blog post about ginger tea is used 2 times,
then all words are sort of of equal importance.
Google won't have a clue on what words are important and what words are not.
And the words and keywords you're using are clues for Google,
it tells Google and other search engines what the page or post is about.
So if you want to make your keyword clear to Google, you need to use it fairly often.
But Google isn't the only reason why keywords are important.
Actually, it's less important,
because your focus should always lie on the user.
On your visitors and potential clients.
With SEO you want people to land on your website
when using a certain search term or keyword.
You need to get into the heads of your audience
and use the words they use when they are searching.
If you use the wrong keywords,
you'll never get the visitors you want or need,
because your text doesn't match what your potential audience is searching for.
But if you do use the keywords people are searching for, your business can thrive.
So if you see it like that, your keywords should reflect what users are searching for.
With the wrong keywords, you'll end up with the wrong audience, or none at all.
That's why having keywords is really important.
How do you use keywords in your pages and posts?
There was a time where you could add a lot of keywords to your pages and posts,
so-called keyword stuffing, and you'd rank in search engines.
But a text with a lot of the same keywords in it, is also very annoying to read.
And because users find these kinds of text terrible to read,
Google finds it terrible.
That's why you can't rank in Google with keyword stuffing anymore.
So what are the rules of thumb here?
First and foremost, it's very important that your content is easy to read.
Of course, you should use your keywords in your text, but don't overdo it.
Usually, a keyword density of 1% to 2% is fine.
Make sure your use of keywords is balanced throughout the text.
So, don't put all your keywords in the first paragraph,
but mention it a few times throughout the article.
Use your keywords in a subheading or a couple of subheadings,
depending on the length of your page or post.
And use the keyword in your page title, first paragraph and in your meta description.
You can imagine that some keywords
have more competition in search results than other keywords.
Keywords that only consist of one word, are very common and generic
and will probably have a lot of competition.
We call these keywords, head keywords.
While these keywords can probably generate a lot of traffic to your site
because a lot of people use them in search engines,
they are also the toughest keywords to rank for.
Another downside of focusing on head keywords
is that it might not always reflect what the page is about.
If I'm searching for the keyword 'tea', what do I want?
Do I want to buy tea or do I want to learn more about tea?
So while head keywords might generate a lot of traffic,
the chances that my page fits the visitor's need is actually smaller.
Just focusing on head keywords might not be your best strategy.
Optimizing posts and pages for more specific keywords
is essential as well.
That's where mid tail and long tail keywords come in.
Mid and long tail keywords are more specific and less common
because they focus more on a niche.
The longer (and more specific) your search terms are,
the easier it will be to rank for them.
We'll discuss long tail keywords some more in our video about keyword research.
So now we've determined what a keyword is.
In the next video, we'll go into keyword research.
We'll explore everything you need to take into account
when setting up a successful keyword strategy.
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