Despite the fact that our world is more and more rooted in imagery, in video, and snapchats, words still matter. And choosing the right words can mean everything when it comes to SEO.

Let us explain.

Search engines will crawl through a website matching words and phrases to searched items in order to return the most appropriate results. If your site about picture frames doesn’t use the word “frame” or “picture” in the text in the right places, then Google will not know that your site is relevant to the searched item, even if you might happen to be the best option for that person.

You might have written excellent prose about how great your product will look in the right house, about how placing these wall image holders in your office will make it feel friendlier, but if you don’t place the words most relevant to your business in the right places on your site, then you won’t reach your customer.

Now, should you just go throwing the words you like around your website like a kid on a tear with a bag of glitter? Of course not.

As Google’s algorithms get more and more sophisticated, the placement and semantic purpose of your language will be analyzed with more intensity than ever before. It is integral that the keywords be used as part of your content, as important and relevant aspects of your site. They can be especially useful to you as titles, links, and headers throughout your website, but only when contextually called for.

SEO experts used to just stash keywords in every spot on a website they could find. Alas, Google has learned our tricks. This is in the interest of creating better content for the searcher overall.

Now for the words themselves. Say you make specialized maternity rocking chairs with a fancy milk holder, a motorized massage back, and a baby holding robot arm. Though it would make sense to focus on a keyword like “chair” or even “maternity,” those words will be highly competitive, and single word keywords are never a good idea.

What we mean is this: the amount of searches for competitive words will be very high and so the amount of people trying to rank highly in search engines for those words will also be high. Instead, you should focus on your niche. Narrow your demographic target with more specific keywords. Not only will you rank higher on the search engine, but you will be closer to the people who are already on their way to making a purchase.

Think about it this way: when you know you want to find an SEO package for your business, you don’t search only SEO. You have already made the decision that you are going to buy something, so you search for exactly what you want to buy.

Knowing where your customers are could be just as important as knowing how they search for your product. Including location in your site is a huge part of successful SEO. Though you maybe have already optimized your site with the right keywords for your product, there might be a competitor who has monopolized your location for your service. Consider revisiting some of your web copy to inject a local flair in order to take advantage of searches that are geographically specific.

If you understand your business, and we hope that you do, you probably understand how your clients and customers talk. You know what words they use to describe your product. You might have read their Facebook review of you. You may have even used their testimonial. Consider their semantic choices and utilize those to get closer to your next sale.

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