Every online marketing and content creation company tells you they will get you the results you want through keywords and SEO. “Great,” you say but have no idea what any of that means. It’s like a fitness instructor saying they will help you lose weight with metabolism tricks.
All the fancy terms in the world help us (online marketers) sound more professional and “expert.” But at the end of the day, you should have a good idea of exactly how your experts are building your online brand.
Since we are content creators and online marketers, we’d like to become a bit more transparent in this process. We like to think of it in the same way that a patient feels reassured when the surgeon explains the procedure in simple terms. It’s about trust.
Organically Used Keywords are Critical
When someone starts spouting SEO to you, its the industry jargon for “search engine optimization.” It’s important. You can look to experts like Neil Patel (we’ll drop his name because we use many of the same principals his site used to get a stronghold on the industry) and they will tell you that while Google and all the other search engines continue to evolve, your content does too.
This is where optimization comes in. But too many companies are charging clients for something that isn’t really helping.
To optimize your website and content, you can’t just tag it with a bunch of keywords. You need content that makes those keywords organically engaged. What do we mean by that?
If you have ever created a blog post, you’ll know that the template asks you to tag the content. What are the keywords that will help search engines find you? This is good and necessary but not enough to reach the rankings many SEO experts promise.
The reason is simple: the search engines know if the content is really about those keywords and it knows if you are just stuffing those into your content. Yep, Google is smarter than a 5th Grader and smarter than most MIT engineers. That’s pretty smart!
There was a period a few years ago when sites were building top ranks without legitimate content. The search engines evolved to penalize those who were simply trying to include a lot of keywords without really backing it up. Why does a search engine care? Because Google’s product is the customer’s experience in finding the information desired.
This is done via tags which are nothing more than keywords.
What Keywords Do I Use?
Think about questions your prospects would have. Those questions are generally how they search the internet. Those become your keyword sources.
Depending on how saturated your industry is, you might need to be creative with keywords. Let’s look at an example to understand this. Think about a local car insurance agency that wants to build a bigger online presence. The agency knows customers are searching for terms like auto insurance, low-cost auto insurance, car insurance, etc…
This is the foundation for the agency’s keyword list. The problem is most national brands have spent so much in ad words and their own content that they own the market for the primary keywords the agency would naturally use.
This means the agency needs to establish qualifiers with those terms to help increase organic engine results in the area. For example, adding a zip code or city name to the keywords make it more local and is a way that many prospects fine-tune their own searches.
Using Words Organically
We’ve used “organically” a few times and you might wonder what that means. An ad isn’t organic content. It’s bought. A tag isn’t organic content. It’s placed directly for search results. Organic use means you write things that people will read that integrates the keywords.
Going back to auto insurance, you could write a post about “Five Ways to Save Money on Auto Insurance in Pleasantville.” The title has the keywords desired and the content should also include the keywords as you talk about the five ways to save.
That is using keywords organically and the search engines are increasing ratings for content that uses keywords naturally without overusing them.
The latest trick to keywords is integrating the right combination of keywords to hit several search engine parameters. When done correctly like Neil Patel did with his own blogs, you can not only increase your search results, you can dominate searches in your market area.
This is what we do. Let us show you the ins and outs of it so you can understand it and see how it can help your business grow.