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Stay Above Competitors by Ranking on Google

Ready to rank in Google? Get our free SEO Cheat Sheet – a one-page, easy to follow guide to SEO for everyday small businesses!

Author: Jeremy Harrison

Updated: September 15, 2021

Are you ahead of your competitors when it comes to website content?

This is the second post dealing with an understanding of keywords. We will map out an easy, four-step process to keep your content optimized and recognizable for search engines.

1. Identify the BEST keywords.

Because each website is unique, the keywords that may work for someone else in the same industry may not work for your website. Using the best possible keywords will help search engines find your content.

Not sure on how to use the best keywords for your web content? No worries, see part one of our keyword series!

Recap on how to use keywords with the greatest results:

Always use “consumer” words instead of industry words. These are words that your customer would most likely search for. Also try to avoid broad search terms.

For example, a broad keyword about a lawn care service provider would be “lawn care.” Here are a few specific keyword options that would make a great substitute with results:

  • “lawn care provider”
  • “lawn care company”
  • “landscaping company”

2. Keep it focused.

Think about each page of your website. They have a different idea that ties back into your small business, right? Your home page, product/service page, and so on are all related in what they represent – engaging your visitors!

This is where structure comes into play. Your entire site should contain different keywords. But because each page has a different function, each page of your site should focus on keyword variations for that page specifically.

Take a look at the example below to get a quick, easy overview of Fresh Brewed Coffee Shop’s web page with unique keywords that relate to what this business offers. Their main keyword, “coffee shop” has different variations throughout the content, while remaining page specific.

Home Page Keyword:

  • “coffee shop”

Fresh Coffee Brews (products page) Keywords:

  • “coffee type A”
  • “coffee type B”

Menu Page

  • list sizes of coffee’s
  • list other drinks ex) lattes, espressos, etc.

Coffee to Go Page

  • “coffee delivery”
  • “call ahead coffee”

Merchandise Page Keywords:

  • “coffee mugs”
  • “comfy coffee t’s”

See how different terms and products stemmed from the keyword, “coffee shop?” This is how you should write your content for your web site.

3. Write content that includes your keywords.

Following the concept from the previous step, keyword variations per page are your friend. You’re writing for your site visitors, not search engines. When Google scans your website, it’s searching for content that is user-friendly, not computer-friendly. Be natural with your keyword usage!

The coffee shop writing their web content will use keywords all over their content in a way Google knows to pull it up. Using basic variations on your home page, such as ground coffee, coffee shop, coffee selection aren’t so specific, but still let your visitors and search engines know what to expect.

The coffee shop from the example used “coffee shop” as their main keyword. They used different phrases and variations of this main keyword throughout their content that makes sense for a customer visiting the site. When Google bots crawl sites for a search, they pull the sites with language that makes the most sense for the customer.

Quick Tip: Use keyword variations in headline buttons. It is a unique way to add keywords to your written content!

4. Use the keywords in hidden tags on your website.

Here’s a way to get an extra boost from search engines. Add keywords to image alt tags, meta tags, keyword tags, and links means great search optimized web content. The good news is you don’t have to be a web guy to figure this out. Many of these features are built in on Spire websites, or whatever content management system you use to edit your website!

Ready to rank in Google? Get our free SEO Cheat Sheet – a one-page, easy to follow guide to SEO for everyday small businesses!

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