Why is keyword optimisation so important in SEO?
Whether using Google, Yahoo, MSN or Bing web users just love to use keyword optimisation or search and find information. They may be searching to find a new job, a new car or even trying to find their ultimate soulmate. Whether we like it or not the number of searches by web users trying to find information is growing at dramatic rates and billions of searches are made each day by avid users seeking to fulfil their information requirements. The use of keywords or keyphrases (combining several keywords i.e. “search engine optimisation Manchester” or “seo company Manchester”) within your website certainly helps the search engines and web users find exactly what they want.
So when choosing your most suitable keyphrases (anything from 5 up to 14) that you will utilise for your website you should bear in mind the adage “less is more”. On the other hand it is also not good practice to optimise your website with just one popular keyphrase as you could be reducing your search engine results, or worse if you are a new site restricting your websites visibility in Google search results. It is always best to have some traffic to your website as opposed to having none. Remember search engines don’t like to see people manipulating the content of their websites in order to rank higher they like to see natural organic growth and lots of keyphrase patterns.
One of the keys to successful search engine optimisation is to optimise each of your website pages for a relevant keyphrase pattern. For instance if I wanted to rank highly for “seo” or “search engine optimisation” both of which are highly competitive keyphrases and generate a serious amount of website traffic then I might combine these two phrases into “seo agency Manchester”. I could also utilise other keyphrases such as “google search engine optimisation” & or “seo services manchester” and so on. Each of these phrases will bring unique and different visitors to my website and eliminate any possibilities of being penalised for “spamming” by the search engines. When considering your keyword / phrases it will also be useful for you to consider what you think your “ideal customer” would be searching for when looking to purchase your product/services. Also using Google Analytics and Webmaster tools will certainly help you when deciding on which keyphrases to put within your website. Google Webmaster tools will provide insight into the numbers of competitors and monthly searches conducted for your chosen keyphrase so you can be assured of making the right decision.
It is also important to utilise a combination of your chosen keywords in some form within the description & title/meta tags to give more prominence to your website. Together with utilising a pattern of these keywords within the body text of the website page, any anchor text and internal linking structures. Each page of your website should be well written with plenty of useful information to read regarding the subject in question. In many instances this will ensure that you get a good ranking for some of the keywords you choose and that this ranking will bring numerous visitors to your website.
Keyphrase patterning should not only take place on-page (on your website) but off-page too. Primarily you should ensure that within the anchor text of any backlinks that point to your website that they contain a random mix of your chosen keyphrases i.e. “digital seo agency”, “seo services manchester” etc. This will further ensure to the search engines that a natural and organic approach has been taken towards your websites search engine optimisation.
