How Often Should You Use Your Keywords in Your Content?
When it comes to getting your website ranking in the search engines there are a lot of variables you need to look out for. In fact, there are believed to be over 200 ranking factors that go into Google’s algorithm. One such factor that has a strong impact on your site’s ability to rank is keywords.
These keywords help Google to identify what your website is about, allowing it to rank for relevant searches, but what keywords should you be using and how often should they feature in your content?
What are Keywords?
If you had to describe what your page was about in a few words, these would be your keywords. They are the main themes behind your content and they help link your content to the people looking for it.
Whether you’ve consciously chosen keywords or not, Google will scan your page and pick out keywords that is thinks best summarizes it. If you’ve written some good content and followed the rules of SEO, then Google will then link those keywords to the keywords in peoples’ search queries to show your page in the results page.
Keywords are often referred to as short-tail and long-tail and the difference can have big impacts for your content. Short-tail keywords are more generic searches such as “BMW”. These queries get lots of search volume, but of course, the competition is high.
Long-tail keywords on the other hand are much more refined and offer up more specific results. For example, “black 3 series BMW 2019” would be a long-tail keyword for BMW. This query obviously gets a much lower search volume, but also the competition will be much less.
Selecting Your Keywords
Selecting the right keywords is about getting the most bang for your buck. There’s no point writing about a keyword if you have no chance of ranking, so you need to find the keywords that give you the best chance of featuring in the search engine results pages (SERPS).
For most websites, the easiest way to do this is through longtail-keywords. Rather than writing an article simply about “BMW” where you’re competing against massive companies like BMW, it can be much more effective to go after less competitive search terms that have a lower volume of searches.
It’s better to be ranked number one for one keyword with a search volume of 0-10 than to not rank for a bunch of keywords with thousands of searches.
In order to strike the right balance, you need to understand what keywords your website can rank for and go after them. If your website has a relatively low Domain Authority (DA) then you will likely have to go after less competitive words, but there’s nothing wrong with this.
Challenge yourself by going after keywords with a good volume of search queries, but at the same time, be realistic as to which words you are capable of ranking for.
So, how often should be using your keywords in your content? You need to use your keywords sufficiently so that Google understands that’s what the article is about, but at the same time, you don’t want to be trying to force it in there at every opportunity.
Putting your keyword in too often is what’s known as keyword stuffing and this can have a negative impact on your site’s ability to rank. Instead, aim to use your keywords as naturally as possible, putting them in when it feels right.
Use a keyword density checker from your content writing service to make sure you’re using your keywords the right amount, but don’t stress out about it too much. Word density tools are there as a guide and if you need help with your content then you can always speak to a creative content agency.
Search engines do use keywords to understand what your content is about, but you don’t need to stuff them in at every opportunity for them to get a good picture. Google is very effective at understanding web content, so use your keywords naturally and Google will do the rest for you.