Why do you need keywords?
- Keywords are the foundation of your website content. The topic of every page and what it is about should tie directly back to a keyword or keyword phrase. Since keywords are topics, they are also prevalent when creating offers and emails.
- Keywords help visitors and potential customers understand the purpose of your page. When reading the content of the page, a visitor will often scan for the keywords they searched for.
- Keywords help search engines understand the purpose of your page. When a search engine crawls your website pages to index them it will parse the keywords on the page to determine the purpose of your pages.
What are the different types of keywords?
There are two different types of keywords: broad keywords and long-tail keywords. Broad keywords are short words or phrases that, while they may apply to your own industry and company, they might also apply to every company in your industry or even to those in other industries. Long-tail keywords tend to be longer words or phrases that are more specific to your company or industry.
Here are some examples of each:
When you're first getting started, you definitely will want to start by targeting long-tail keywords, because these are easier to rank for and they also bring in the most relevant and qualified traffic. In the graphic below, the plus sign shows the definition of each type of keyword, and the equals sign shows how that factors into traffic and rank.