SEO keywords: The do’s and don’ts

At the core of it, Search Engine Optimization (SEO) is all about great content. In simple words, it is about creating the content your customers are searching for. SEO is the tool to help a company rank higher in search engines and get found organically. In fact, 68.3% of all website traffic comes from search engines. The goal is to boost brand awareness with quality leads. This is especially useful for SMEs trying to attract investors and bolster their legitimacy.

Whether you’re brushing up on your SEO basics or just getting started out, there are a few Do’s and Don’ts every SEO specialist should be aware of to optimize keyword usage in their copywriting:

DO: Understand your audience

Before incorporating keywords into your website, understand what your target customer/client is searching for, and which keywords are most popular in your industry. Take the time to understand what makes a customer click and customize your content to match that.

Then, incorporate these words into your website, blog, FAQs, social media posts, interviews etc. Around 70% of organizations are using content marketing campaigns for lead generation and reputation building. An effective content marketing strategy can achieve the same reach as a traditional one and cost 61% less, so it’s definitely worth it.

DO: Implement a strategy

Haphazardly initiating any marketing activity will not lead to any tangible results. A clear and structured plan is the only way to operate. It’s imperative to do your homework — research what the competition is doing and focus on the best SEO practices for your particular industry and target audience.

DO: Audit your actions

Inserting a few keywords here and there on a company website is not enough to create long-lasting traffic or high search engine rankings. Peek behind the curtains — view the data and analyze it so you can assess if and how your strategy needs to be amended to achieve or scale up your vision successfully.

DON’T: do keyword stuffing

Keyword stuffing refers to when a website is forcibly populated with keywords to improve its search engine rankings. Usually, these words are inserted into a site without context or readability. For example, your targeted keywords are ‘law firm’ and ‘Dubai’.

“If you’re looking for a trustworthy law firm in Dubai, look no further. Our firm provides the best lawyers in Dubai. With experienced lawyers, we are the best Dubai law firm for you.”

Excessive use of keywords will put off any reader, which will result in a high bounce rate. In the long run, it can lead to issues with customer retention.

Today’s search engines are advanced enough to detect these practices and websites can face penalties like complete removal from search results.

DON’T: Copy & paste content Google’s search engine AI has commissioned several penalties for duplicate content. Invest in engaging copy and outsource it to an experienced Digital marketing agency, if needed. For example, at Sherpa, we conduct regular training sessions for the team to make sure they are on top of the latest trends and can guide you on the best practices.

Get in touch with one of our experts to learn more about how you can implement better SEO in your copywriting for your business to attract more leads and show up in more search queries.

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