It’s difficult to drive traffic to your website if people don’t know the site exists. WordPress is a platform uniquely positioned to drive traffic because of its heavy emphasis on blogging. If you know how to use blogging and search engines to your advantage, your website can do amazing things. In its simplest form, it boils down to keywords.
Keywords are specific words and phrases that people would typically use in a search engine to find information. If you were to look for restaurants in Toronto, for example, you might simply search the phrase ‘Toronto restaurants’. That phrase is considered a keyword. Search engines use keywords, along with a number of other things, to rank web pages according to their relevance to various topics.
If you’re going to use keywords in your blogs to drive traffic, and you really should, there are three key things you need to know:
1. Short- and Long-Tail Keywords
There are two different kinds of keywords: short and long tail. A short keyword is either a single word or two words that form a phrase, like the previously mentioned ‘Toronto restaurants’. A long-tail keyword consists of 3 to 5 words usually. Here’s an example: ‘casual Thai restaurants in Toronto’.
While short keywords can be very effective in improving search engine rankings, long-tail keywords are better. Search engines prefer them because they offer more insight into the relevance of the content in which they are found.
2. Keyword Placement
There is no specific number of times keywords should be placed in a portion of text. The general rule is that any and all placements should seem natural. If you are ever unsure about something you write, take a minute and read it back to yourself, out loud. If the volume and placement of keywords seem unnatural, make the necessary changes.
It is helpful for SEO purposes to put at least one keyword in the title, first paragraph, and last paragraph. You should include a keyword in descriptions and meta-tags as well, if you write them.
3. Associated Keywords
Lastly, search engines are very adept at picking up on the practice of keyword stuffing. Needless to say, they look down on it. The best way to avoid keyword stuffing while still encouraging strong SEO performance is to use your primary keywords just a few times in your text, then enhance them with associated keywords.
If ‘Toronto restaurants’ is a primary keyword, associated keywords would be things like:
- Dining options
- Toronto eateries
- Places to eat
- Cafés, diners, bistros, etc.
The point is that you do not have to use a single keyword or phrase to the exclusion of all others. Mix things up a bit and you’ll discover you get better results.
WordPress is a great platform for getting excellent SEO results due to its built-in blogging properties. As long as you are going to use a blog to drum up new business, be sure to educate yourself about keywords and their proper use.