When you go into a mall to buy a pair of shoes, you will either go the directory, or just scan shop signage to see the word shoes, the picture of a shoe, or popular brand names of shoes. Similarly, both humans and particularly search engines will look for keywords on websites to quickly identify the overall theme and relevancy of the website. Keyword optimisation is arguably the most important principle in search engine optimisation (SEO).
Latent Semantic Indexing (LSI) is also used by search engines for a more accurate analysis of website content. Image courtesy to Vinayak SP
What is keyword optimisation?
Keyword optimisation is basically finding the perfect keyword for your website. When we say perfect, we mean thematically and algorithmically.
Imagine for a second that there are a million websites selling shoes. If your keyword is just shoe, then you’re just another shoe-selling website. However, if you do your homework, you might discover that teenagers in your area like wearing white running shoes of a specific brand worn by a popular local artist. So your new keyword (or key phrase) could be “cheap white Acme shoes”. While the search number for the exact phrase will be much lower than just “shoes”, the key phrase will be much more relevant contextually.
Once you start replicating the process for all your other products, the keywords and key phrases on your website will all be optimised. This would potentially lead you to more focused organic traffic which could potentially translate into higher sales.
Tips to find the right keywords
Optimising keywords require more than just simply doing a search on Google Keyword Planner or similar tools. You will need to use it in conjunction with Google Trend (for seasonal variations and spikes) and local market data (to ensure relevancy to the target audience), among others.
As a bonus, once you found the perfect keywords, you can also start using them on your other web properties, such as social media accounts, or for email marketing.