Keywords and Phrases Part 2: What are Keywords and Phrases and Do They Work?
What are Keywords and Phrases and Do They Work?
You’ve put your heart, time and money into developing a beautiful website for your business. Your web pages are engaging, your offering easy to understand, and potential customers know how to reach you. Your work is done, right? Wrong.
Having a great website is one of the most important marketing tools a business owner can invest in. However, just because it’s built, doesn’t mean they will come. You need steady traffic and top rankings in search engines to reap the benefit of your investment. Effective use of keywords and phrases will accomplish the task you’ve set out to do: gather more leads and make more sales.
In the first post of my two-part blog series on keywords and phrases, I briefly discussed the history and evolution of keywords. If you’re a newbie to SEO, you may not realize there are several kinds of keywords and phrases – each type being suited for specific purposes. The second part in this series will delve into the different types and what they are most suited for.
What are keywords and phrases? 
The benefits of incorporating the right keywords and phrases into your site content are huge. Obviously, it will rank you higher in the search engines, but the ultimate goal is to generate leads and sales for your business. If you understand your demographic and you’re using the correct words, you’ll get the right traffic.
Understanding the different types of keywords will help you target the correct audience. Here are the most recognized:
- Head-term keywords: keywords with one to two words, i.e. “SEO tools.”
- Long-tail keywords: keywords with three or more phrases, i.e. “search engine optimization webinar for beginners.”
- Navigational keywords: keywords used to locate a specific brand or website. Examples would be Instagram, Pinterest, or Pepsi.
- Informational keywords: keywords used to discover on a particular topic. This includes keywords beginning with “what are the best…” or “how to…”
- Transactional keywords: keywords entered into a search engine by customers wanting to complete a commercial action, like “buy sweaters online.”
What are the best keywords?
Single word keywords are very competitive and difficult to rank highly in search engines. Targeting head-term or navigational keywords for other brands are generally not very valuable either because it’s so competitive and not worth your time.
Your best bet is to focus on using long-tail, informational, and transactional keywords for most of your SEO projects. They allow you to shine in your market and accomplish the critical tasks that your content is meant to do – like position you as an authority, build trust and loyalty and increase your sales.
Do keywords and phrases really work?
Yes! Keywords are absolutely one of the most important tools you have access to. The keywords and phrases you use are what make it possible for people to find your web page via search engines. Take the time to learn which ones your target audience is using to find your product or service. Once you’ve identified them, weave them into your website content – and your social media posts if you do any social media marketing.
One word of advice. Don’t get so keyword happy that your writing sounds stilted and inauthentic. Rather than build your content around the keywords and phrases you’ve selected, build it around your subject matter. That’s the best way to establish your authentic voice and credibility.
Understanding what keywords and phrases are is only one step in ranking your site in the search engines. Take the time to research and generate the best words for your business and incorporate them into your website content. If done well, it will pay off with not only visitors but loyal followers – and customers!