Thanks to social media, marketing has become easier, but at the same time, more competitive than ever that companies have to resort to pay-per-click (PPC) advertising, wherein they pay the search engine every time a customer clicks on their ad. PPC ensures a visit to the company’s official website and raises the possibility that the customer makes a purchase there.
If you go in this direction, you can find a lot of help across the country, like from PPC agency Third Stage Marketing, which can assist small businesses to grow with their online marketing strategies.
The importance of keywords
While PPC is essentially buying visits to your site, you’ll soon realize that the relatively small investment is worth it when your business picks up. The key to all of this is aptly named “keywords.” These are the words or phrases someone types in the search bar when they’re looking for something online.
If your website has the right keywords that define what you offer, chances are the search engines will include it in the first pages of their search results list. This, in turn, makes it more likely for the person searching to click on your ad, get to your page, and buy. And that, in a nutshell, is how keywords help you grow your business.
So the next question is how do you add the right keywords to your website? Here are two important tips to keep in mind:
Do your due diligence when deciding on which keyword to use.
You should do this even before you create your website. You may already have something in mind, and it can indeed get you lots of traffic, but brings lots of competition too. It can also happen that your customers have something different in mind, which can be disastrous to your marketing effort.
Place your keywords strategically.
Like seeds, you don’t want to be planting them just anywhere because you can’t hope to see all of them grow. You also don’t want to overstuff your website with keywords because search engines will penalize you for it. To make keywords effective, make sure you include them in these parts of your web page:
- Page title and meta description – these are the ones that appear in search results;
- Header – this shows what the page’s main subject is, which is what search engines will look for;
- Sub-header – this supports the header and gives additional information about the page;
- Body – this should contain keywords or even just parts of the keyword, inserted as natural as possible; and
- Image labels – known as alt tags, these are descriptions of the pictures that accompany an article on the website.
Indeed, keywords are named as such because they play a vital role in the success of a website that in turn, spells the success of the company.