Anyone who owns a website and recognizes the opportunity to get visitors from Google organic search suspects the importance of keywords. But how do you use those keywords on your website to actually get traffic? Put them in the meta=”keywords”? Use them over and over on your site?
Note: nothing against Bing, but I’ll be using “search engine” and “Google” interchangeably in this post
It’s been more 15 years since simply using keywords on your website was the only way for search engines to understand the relevance of your website. It’s no longer about just stuffing keywords all over your site. Search engines have gotten much smarter.
Google and Bing use hundreds of signals to try to decipher and rank the relevance of your website. They factor in what other people say about your site; they try to place your content in a graph of topics and entities, and perform all sorts of semantic analysis.
But keywords are still part of the foundation of how search engines understand your website.
Using keywords effectively on your website will help you tell a better story to both your visitors and search engines, and it will help communicate what searches your website is relevant for…so that you can get more visitors from search engines.
Here’s how to use keywords on your website with what is known in the SEO industry as a “keyword map.”[Continue Reading]