The document provides four key tips for selecting keywords to enhance SEO, emphasizing the importance of using specific and less competitive long-tail keywords. It suggests processes for researching and selecting keywords, as well as best practices for incorporating them into website content to improve search engine rankings. Consistent and quality content publication is highlighted as crucial for long-term ranking success.

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4 Keyword Selection Tips to Improve SEO

2. Why are Keywords Important?

3. Search engines crawl
website content,
indexing it based on
words and phrases that
are used prominently.

4. Pages are ranked and
placed in search
engine’s index.

5. Keywords are a key
component that
search engines use to
rank pages.

6. Content authors have
more control over
keywords than many
other SEO elements.

7. You can choose
keywords that set your
products and services
apart.

8. Keyword Fundamentals

9. How frequently the
keyword is searched for.
Monthly Searches

10. Use keywords that your
customers will use to
find your products and
services.
Monthly Searches

11. Discontinued Services
How many other brands
are actively using the
keyword.
Difficulty/Competition

12. Discontinued Services
Use keywords that have
less competition, or that
are less difficult.
Difficulty/Competition

13. How your content ranks
in Search Engine Results
Pages (SERPs) for the
chosen keyword.
Rank

14. The lower the rank the
better. A rank of 1
means your website
ranks 1st for that
keyword.
Rank

15. Step 1: Look for Starting Keywords

16. Start with major
keywords used in your
industry.

17. Use personas that
identify the primary
customers you’re trying
to reach.

18. Think of keywords your
primary customers will
use to find your products
and services.

19. Use focus groups with
people who fit your
persona demographics
to generate lists of
keywords to evaluate.

20. Type keywords in Google
or Bing to see similar
searches . That will give
you ideas for additional
starting keywords.

21. Tools like SEMRush, or
Google’s Keyword
Planner can suggest
keywords based on
analysis of your website
or other keywords.

22. If you run search engine
ad campaigns, review
keywords performance to
find the best keywords
from those campaigns

23. Step 2: Selecting Keywords – Choose
Long Tails

24. Short Keywords:
• Are heavily used and have high
competition or difficulty
• May be very difficult to rank in
• They don’t describe your
content with any specificity

25. Keywords with more
words in them, are
called long tail
keywords.

26. They more accurately
describe what your
content, products or
services.

27. The more descriptive
your keywords are, the
more likely they are to
attract people who will
be interested in your
products and services.

28. Other brands and
competitors are less
likely to be using your
long tail keywords.

29. Better chance of ranking
higher for them, and
getting into a top ten or
top three position.

30. Choose the combination
of words that do the
best job describing your
products and services to
find your long tails.

31. Remember, ranking well
for keywords often takes
time, effort, and content.
You have to use your
keywords the right way.

32. Step 3: Using Keywords the Right Way

33. Content should be
focused around a
single subject so you
don't have too many
keywords.

34. Having a single
keyword, or even two
or three that you're
trying to build ranking
for is fine.

35. Include at least one
keyword in:
• Title of the content
• URL of the content
• ALT text for images in the
content
• Meta description for the
web page

36. You can mix up the
words that make up a
long tail keyword.
Search engines can
figure that out.

37. Only use a keyword
between one and
four times in a page,
or piece of content.

38. Step 4: Rinse and Repeat to Improve
Ranking

39. Improving your
ranking over the
long term takes
consistency and
dedication.

40. Search engines look
for whoever is
publishing the most
related to a topic.

41. To rank highly, you
need to publish
frequently on topics
that use those
keywords.

42. Don’t sacrifice
quality to publish
frequently. Publish
quality content
consistently.

43. If people don't like
your content, you
won't rank and
people won't buy
what you're selling.

44. If you put the keyword selection tips to work, you'll
improve your SEO over time as you start ranking
for your selected keywords.

45. Are you using an Editorial Calendar?
Is your content SEO optimized?
Is your content process efficient?
Sign up for a free Inbound Marketing Assessment and
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