Digital Marketing Experts | Frontline Web Consulting


What are keywords and why should we use them?
Posted on 2020-02-12 by Carol Burns
Share this blog on:

Unless you’ve been hiding under a rock, you’ve heard the term “Keywords”, but what are these words and why is using them important to your business?  Put simply, keywords or key phrases, are what people are searching for in search engines such as Google or Bing.  As a business, they’re important because you want to come up in search engines when people search for the keywords or phrases that are relevant to your products or services.  

How to choose basic keywords

Although search engines are powerful, keyword research is still useful to narrow your focus. After all, if you practice family law, you don’t want to attract people who need a corporate lawyer. To choose keywords, come up with a list of phrases your target audience is most likely to search for. The basic traits of your business are a good place to start. Think about:

·         What your business does

·         Popular products you sell

·         Core problems you solve for customers

·         Where your business is located

·         Common characteristics of your customer base

·         Questions customers frequently ask you 

Look for common words or phrases that come up in your answers and make a list.  


Build on those words

You can use a keyword research tool, such as Google Adwords Keyword Planner to search for phrases and common searches related to the list you’ve made.  Add the ones that are not on your list.  To rank well you want to target keywords with a high search volume and lower competition. Short, popular keywords might seem like a safe bet. But don’t forget, everyone else in your kind of business is using them. So, how do you stand out and climb to the top of the search results? 

Long-tailed Keywords

Focusing on long-tail keywords is a great SEO tactic. Long-tail keywords are keywords or key phrases that are more specific – and usually longer – than more commonly searched for keywords. Long-tail keywords get less search traffic, but will usually have a higher conversion value, as they are more specific.  Instead of using “Family law office” try “Edmonton Family Lawyer” or “Edmonton lawyer specializing in adoptions” These will result in finding more of the clients that you want even though you show up in less searches.

  Keyword Placement 

Where you place SEO keywords makes a difference in your site ranking. Since search engines constantly scan sites, they need efficient ways to process content. Search engines often check for keywords in standard places, such as titles and images. Aim to include keywords in these important areas:

·         Website title and meta description

·         Website URL

·         Page titles

·         Meta tags

·         Anchor text links

·         Image descriptions and file names

Focus on writing helpful content and naturally weave in key phrases.

Update your site

Once you learn how to use keywords, it’s important to keep updating your site. The popularity of search terms can change, or your business services may expand. Search engines also favor sites that are regularly updated, which is one reason blogs are great for your website. Blogs help you target keyword groups in niche topics and stay up to date with keyword research. More importantly, you gain steady readership and give your site lasting credibility. 

Now you’ve learned about keywords, go through your website and make sure you are using them.  Remember, be aware of what your customers want. Be relevant with your content. And be specific to bring in the customers you want.  Still confused?  Check out the Frontline Consulting Website for more information or to contact us.


Get in touch!

We're open 8:30 am - 4:30 pm, Monday through Friday.