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Keywords are words or phrases that people type in to a search engine to look for your products or services.
Keywords aren’t things you can get right or wrong. There’s no central well of keywords that you draw upon.
They are just a way for search engines, such as Google, to work out (and index) the page on your website.
Every page on your website should be targeting some keywords. But which keywords you target are less important than how you structure them on the page.
If you use those keywords, you are describing the content of the page to readers and search engines. You should use them in your page title, your headline, once or twice in your copy and as the name of any photos on the page.
You want to target a different keyword (or keyword phrase) on every page on your site. If you target the same keyword on every page, you are competing with yourself for that keyword.
To get the best possible search engine results, target a wide range of keywords across many pages.
Choosing the right keywords
According to Google, 80 per cent of consumers use the web to research their problems. That’s before they even start to think about buying a product or service.
Help them with their problems. Then you are far more likely to be their service-of-choice when they’re ready to book an appointment.
We’ve used Google Trends to work out the keywords we’re suggesting in our book, Keywords for Vets. They are not always the most searched-for phrases. Keywords that are very popular are often the subject of fierce competition. If you use a keyword that has a decent search volume, but fewer direct results, you have a better chance of ranking.
We’ve noticed in our research that there are lots of pages online that deal with symptoms of illness in pets. But there is very little search volume for those keywords. Perhaps that’s because when a pet falls sick, people go straight to their local vet.
You can still blog about that topic if you want. But don’t expect to end up on page one of a Google search for those phrases. Instead, promote those blog posts in a different way—through social media or in your newsletter.
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