You have done a lot of keyword research and you found out those keywords that are worth ranking for. You have created a keyword strategy to increase rankings of your website. However, do you really know how you are going to use these keywords? If you are unsure about that, go on reading, as today we introduce 6 actionable steps for applying your keyword research.
1. Sort Your Keywords
It's important to mention that all the keywords are not the same and do not have the same value. So, to better figure out which keywords should be used in which cases, it's a good idea to sort keywords in different groups.
Short-tail keywordsThese are the ones that consist of several simple words. These keywords are used for broad searches, for instance, a short-tail keyword can be considered words “marketing” or “inbound marketing”. So, searches with these keywords will bring you wide results and some of them might not even be relevant to that keyword.
Long-tail keywordsThese keywords include longer phrases and usually deliver results that are more specific to what someone is searching for. For instance, a long-tail keyword can be the phrase “importance of inbound marketing for businesses”.
Short-term keywordsShort-term keywords can be both short-tail and long-tail. What defines them is the length of their life. These keywords are not designed to use forever. As an example, a short-term keyword can be “Fifa World Cup 2018” or “Olympic games 2020” and so on.
Long-term keywordsUnlike short-term keywords, these keywords have more value and are used for a long time. Some long-term keywords might be for example “CRM software provider” or “Facebook advertising guide” and so on.
Once you have made it clear for you which keywords are included in which categories, it will be easier to use them.
2. Optimize Content of the Website
What's the point of creating content if your target audience can't see it? Optimizing content for search engines is the key aspect of any website. Long-term keywords are those keywords that are greatly used in website content. Try to understand which keywords are associated with your company’s website and use them in different pages, to make it more visible in search engines. It's not about writing for search engines, though. Provide relevant, well-written, organized, and valuable content for your readers in a way that search engines can find it easily.
3. Create a Content Calendar
Short-term keywords are usually used for some engaging content, for example, blog posts. Try to create a content calendar with these keywords, so your content writers know which keywords they should concentrate on. It is important to add a few effective keywords for each blog post. In order to use the right keywords, try to understand which topics will interest your readers, and try to provide such information.
4. Create Landing Pages
Short-term keywords are also used in creating landing pages. For example, you can create a landing page about an event, offer or a campaign and used a related keyword. Landing pages are those places that users fall after clicking on links in email, but they can also be used in order to optimize for SEO using some relevant keywords.
5. Pay Attention to Your Website’s Meta Data
If you want your website to be fully optimized, then you should go through it once more and pay attention to metadata. You need to make sure that keywords of each page are also included in the meta description, alt tags of the pictures and in texts of H1 tags. This will optimize keywords and will improve SEO.
6. Don’t Cause Harm
As you already know how you can use keywords in your website, make sure you do not cause harm with these keywords. By using the wrong keywords you will end up causing more harm than good. In order to do everything right, just remember to focus on one or two keywords on a page. There is no need to confuse your users. Try to make it clear what that page is about and why these keywords are used there.
Now, you already know which are the 6 actionable steps that will help you apply your keyword research. Do you think there are other steps? Please share them with us in the comments below.