Media Buying and Inbound Marketing Blog

How to Use Keywords In Your Inbound Marketing

By Jane Peters on December 1, 2012 |


So how can you use keywords in your inbound marketing?  keywords, inbound marketing, OH

If you are serious about inbound marketing, you have to understand the importance of keywords. Search engines use keywords when they include a website in their search results. Keywords will help your search engine ranking. Adding keywords to the content of your website can improve its ranking (SEO).

Identify the keywords, those words and phrases that someone is most likely to use when searching for your company online, and incorporate them into your content.

Each web page should have keywords that include phrases found throughout the page content, title tag, headings, attributes, and link text. If you have words and phrases that occur often, rearrange the order to keep each tag unique.

Don't use the same string of keywords on every page because it will limit your SEO.

At a basic level, you want to use relevant keywords in all your content. In fact, you may want to identify keywords first and then create content built around these. There are two things you need to remember:

  • concentrate your efforts on keywords likely to be used by potential customers
  • target just a few keywords per page

Choose the right keywords

Think the way potential customers are likely to think.  What words would they type into a search engine to find the information you are offering? For example, if you sell organic make-up, the keywords that you would want to appear on your web pages would be "Organic Make-Up"

Potential customers may be looking for organic blush or organic foundation.  So think about other keywords that would bring potential customers to your site. You should identify at least 100 keywords for your web content.

Focus your efforts

Your goal is to create individual web pages that are clearly relevant for just a few keywords. Trying to use every keyword in your arsenal when creating content will confuse your readers and may result in your site being penalized by search engines if they think you’re site is spam.

Search engines use keyword density to rate the relevance of a web page to a keyword search. Keyword density is the number of times keywords are used within the total indexable words on a single page. if a keyword occurs three times on a page with 100 words, the keyword density is 3 percent.

While each search engine's preferred keyword density differs, it is a best practice to make sure it is high enough for the keywords to rank as a major topic of the page, but not so high that the search engine thinks it's spam.

Exam all your web pages and determine if you have the right keywords to attract the ideal customers you are looking for.

Research your competition

Your competitors are doing SEO on their websites and you may need to compete with companies with much larger budgets. Trying to compete for single keywords can be daunting and less likely to deliver customers who are interested in what you specifically have to offer.

Research your competition and see how you can differentiate your company.  Look for longer phrases (long-tail keywords) that closely match what your target market is looking for and where you have a competitive edge.

Keywords offer an opportunity for free targeted traffic to your site. This is a  great source of traffic that you don't want to ignore.

Experiment with different keywords and analyze how you are doing. If you use Hubspot you can use their tool to track your progress or Google Adwords offers a great free keyword tool.

Don’t expect instant results.  Once you have identified your keywords and submitted your   pages to the search engines, you probably won't get an immediate flood of traffic to your site. Many of the search engines take several weeks to process your submission and some search engines rank sites based on a number of factors including site popularity.

If you would like to know more about SEO. Download our 7 Tips for Local SEO!

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