Let’s say you have deep domain expertise and want to show it off, so you’re writing weekly blogs on your site. This is a perfect way to stay relevant and gain trust with your customers. But, great content is only great if people can find it. This is where keywords come in. In order for Google and other search engines to actually show your potential customers the amazing content you’ve been producing, whether it’s blogs or even your website pages, you need to be using keywords. 


Is a Keyword Any Word?

Yes and no. You could say that it can be any descriptive word that exists, but you want to be smart in how you choose your keyword. What describes your page or blog the best? In one word, that is. This word will be what Google robots read and dog ear your page for. Once Google sees that we’re talking about “Keyword” here, then when someone searches for “Keyword” this blog will show up on the SERPs. This is also depending on how close to the search the rest of our content is. If someone types in the title of this blog, we’re likely to pop up, because we’ve let Google know what our keyword is and then it can take it from there. Without using keywords in your posts or website pages, Google won’t know what you’re trying to say, and then you won’t appear on the SERPs for customers. 


Semantically Related Keywords

There are words that refer to the same or similar places, objects, or services, but are different. For example, you can use the term bike to refer to a bicycle or a motorcycle. Of course you’ll likely be using these variations of the same noun in whatever copy you’re writing. If you don’t, it actually is a knock for Google against your piece. Google understands that high quality copy is going to include these types of semantically related keywords, in fact it expects this and so can decipher through context. You just want to make sure that what you’re writing will be easily understood, not leaving the search engine wondering whether you’re talking about motorcycles or bicycles. 


Keyword Cannibalization

What you also need to be careful about with keywords is not using the same ones in a way that will confuse Google. If you have two pages about the same keyword but slightly different, Google might now know which one is the better page for a person’s search. Therefore, it’ll show another website’s page that is more clear. If you already have a couple of pages about similar topics that hit the same keywords, you can use canonical tags to help Google and yourself. You read more about Keyword Cannibalization on our blog.


Choosing an Agency with SEO

Most companies aren’t equipped with SEO knowledge and skills. This is a huge benefit to hiring an agency who has SEO experts on staff. Plus, making sure your website is SEO compliant can be a lengthy, tedious task. Outsourcing this work saves you time and money, and ensures that what is being put onto your website backend is correct. 


We’ve seen many companies with underperforming websites, only to find that they are falling short in this area. If you have no idea what SEO is, chances are your website is taking care of it itself, which unfortunately doesn’t work very well. SEO is typically a manual job that is key to potential customers finding you and your products or services. Reach out to us if you need help with SEO, your website, or anything else digital marketing related. We’ve got you covered. If you’re not sure, we provide free, no-strings-attached marketing audits. From there you’ll know where you need to go.