How Do I Use Keywords on My Website?

A couple of months ago, we talked about how to do keyword research. That post explains how to find your keywords yourself within the Google Keyword Planner. If you prefer, there are other tools available that will provide you with a list of basic keywords for your website for a fee. You enter your business into their tool and they provide a list of keywords that you can use on your site to increase overall traffic.

At Silver Shade Group, we also offer keyword service to provide you with a list of keywords. In the man v. machine approach, we take the machine provided words a step further. We've learned to separate the early researchers from the engaged shoppers. We want to bring you some of the early researchers, but we work hard to identify the keywords and phrases that will bring those more engaged customers into your sales funnel. For example, if you sell trees on your website, you might interact with an engaged customer with the phrase: Where can I buy a pear tree? v. How do I grow a pear tree? The keywords are very similar. You might even think the keyword is pear tree. If you look closer, you can see that your potential customer is searching to 'buy a pear tree' and the customer in the research phase wants to 'grow a pear tree' instead. These subtle differences make a big difference in the world of SEO.

You can use the keyword lists that you create or purchase to write your website copy and create the content on your site. A great example is your blog posts. You might use the exact phrases that we give you in the title of your blog posts. Or you can write your titles around the keywords that you identify. Back to our tree seller example, you can write a blog series about each of your most popular trees. You might include a post about how to buy a pear tree, how to improve growing conditions for pear trees, how to care for pear trees, and how to treat pests or diseases that are common in pear trees. This series approach allows you to use your keywords many times in a non-spammy way and brings in customers at each phase of their customer journey, from early research to intent-to-purchase to post-purchase. It's important to engage with those post-purchase customers because they may be repeat buyers if you continue to provide value.

If you prefer not to blog on your site or are not comfortable with that much writing, you can also create an FAQ page (or a group of FAQ pages - one about each product line). For the tree seller, your FAQ page might have the same questions I highlighted above. 'What should I look for when buying a pear tree?' or 'What does a healthy pear tree look like?' Use images of your products wherever possible. That will bring your audience closer to your products. This can work with service businesses as well. Leverage your client worksheets or homework to give potential customers a peek inside your process to help them see what it would be like to work with you on a project or long-term engagement.

Get out there and use those keywords you found!


Do you still need help finding your keywords? Ideas of how to leverage those new keywords for your business or website? Contact us to learn about our SEO and Content services.