To get your website to rank high in SERP’s it is important to optimise your website for search engines. This can be achieved by using keywords.

Keywords can consist of a single word or short phrase which users type in to search engines to form a search query. Businesses utilise keywords by integrating them in to their website content. Relevant keywords that relate to the search query should ensure a high search engine ranking. The word relevant really is key – if your website pops up on an SERP but it is not what the user is searching for this can be detrimental to your results ranking.

Short tail or long tail keywords?

Short tail keywords are typically three words or less. They are usually broader searches for example ‘Italian food’ or ‘cheap holidays’.

Long tail keywords are normally short phrases consisting of three or more words. For example, ‘Italian restaurants in Greenwich’ or ‘Cheap holidays in Greece June 2019’.

Short tail keywords will drive more traffic to your website than long tail ones. However, where long tail keywords lack in quantity of traffic they make up for in quality, as users know specifically what they are looking for and are normally intending to purchase.

Why are these words so important?

Keywords are important as they connect a user’s search query to your content. The trick is to understand how your customers or potential customers are going to perform a search query. Generally, when ‘searching’ a user will perform either a ‘Go’, ‘Know’ or ‘Do’ query.

  • A ‘Go’ search is where the consumer knows the company name or exact website they want to visit.
  • A ‘Know’ search is where the user is searching for an answer to their question.
  • ‘Do’ searches are where the user wants to do something.

By anticipating what your customers or potential customers are going to search for you can optimise your content to make it easier for them to find your website. Relevant keywords, whether they are in a heading, title or the main content, will be picked up by search engine crawlers and make your website rank higher than other websites that do not have these keywords.

Top Tip

A top tip is to make sure that you keyword falls naturally into your content. For example, if you think customers or potential customers will be searching your business name to find your website it is important to include this in logical places on your website.

Contact 2xN here to find out how we can help you optimise your online content and ultimately drive more visitors to your website.