Keywords, with their lofty scale of importance, are a proper test of your site’s relevance to the web world. But these seemingly innocent symbols have a lesser-known than appreciated stature, given their fundamental role in structuring your website.
Some keyword basics
Best known for their essential role in getting you found on the web, keywords are words and phrases that best describe your niche content. These keywords interact with the structure of your page to get caught by search engines when someone types the phrase/keyword or similar phrases in search queries. Without keywords, your content, intent, and presentation get lost in a multitude of internet-borne abandonments. Collect it and be found!
Branding with your keywords
Your keywords are beyond the scope of your site and should be propagated through your other contacts’ channels. Whether you write articles, post on forums, on a blog, on social media, or any other area of interaction, your keywords should be a natural branding tool of your niche. This should be natural and not forced or excessive. If your niche is growing apple trees, building the perfect deck, how to keep your pet healthy and happy, or what the variants are like, write and contribute in your niche. Use the same keywords naturally and link back to your site.
Keywords for a higher ranking
Use your keywords in your webpage titles, abstracts and body of your content, as well as other relevant posts that link to your site. If you use the same specific words/phrases, after some time you will be rewarded with a higher search engine ranking for those keywords. Some trial and error serves to determine their relevance, broad scope, and sheer competition. Try freely accessible keyword tools to expand your ideas and research the competition in your chosen field.
Keywords, as the foundation of your site, strive to be similar enough but uniquely different. Go deep, but don’t go too far beyond the bounds of your intention.