NECESSITIES OF SEARCH: KEYWORDS


You want people to find your site, your social media, and web content. Otherwise, there is no point. You’re just talking to yourself. Which brings us to the first lesson in a six-post series called “Necessities of Search.” In this series, we’ll unravel the most important elements you’ll need to gain a stronger foothold of organic search engine optimization (Organic SEO).

Organic SEO is a way to increase your web presence via your content. It differs from Paid SEO in that you are creating this content and not paying for its promotion.

When people search the web, how do they do it? They enter either a combination of words or phrases related to the subject they’re searching for, or they enter a question they need to be answered. No matter the approach a web browser takes, it utilizes one thing: keywords.

These are essential words that are found on your website. As a result, you should persistently include keywords that you want to be discovered for. An example: You’re writing a fictionalized crime novel. It takes place in a fitness club and involves corporate espionage. It’s a weird premise, but it’s unique. And that book stands out. It will be easy to dominate organic search for such a book.

If you go with the high-level search terms, such as “conspiracy thriller,” you’re going to go against a wide selection of other books. The competing books will already be out, have web content to support it and keywords that helped establish its place in search results. It’s not the worst set of keywords to put on your site. However, you’ll likely be in competition with several other books that have corporate conspiracies set against murder. Since this example takes place at the fitness club, then adding “fitness club” or “gym” as keywords will help generate more specific organic results in searches.

The nice thing about search in web browsers now is that the methods of search are more intuitive. If include a lot of keywords in a post announcing the release of the book, then any combination of keywords can help boost your organic SEO. In the announcement post about the book, include as many keywords as you can that makes sense. These words should be able to form a search algorithm of sorts. That way if someone searches a web browser for “fitness club conspiracy thriller” your book will likely show up at the top of the results because it’s incredibly specific. However, you should include more generic terms like “corporate conspiracy novel.”

This is because they are still relevant terms and not overly competitive. Terms like “best-selling novel” are going to be hard to win competitive rankings without some paid leverage. Even then, that’s an uphill battle you’re facing. If you want to see how much people are searching for keywords, check out Google Trends. There you can also do some great research on when you should have a content boost based on your genre. For example, the term “murder novel” is relevant enough for Google Trends to show results for.

There are significant spikes in the amount of searches. Namely around June and July. Guess why? Crime and murder conspiracy novels are common “beach-reads.” The books people pick up for summer reading. So when planning out content schedules for a book dealing with crime, conspiracy and murder should have concentrated efforts around that time.

If a term you enter doesn’t have any data represented, it means people aren’t searching enough for it to gather sufficient results. That’s good and bad news. Good news: That combination of search terms will be easy to win organically by simply posting regular content with those keywords involved. Bad news: Not many people are searching for it.

As a result, you have to find the right balance of relevant keywords. They can’t be too obscure, but also can’t be so generic that you’re lost in the shuffle.

What keywords do you think fit your writing best? What other questions do you have regarding search and the web? Chime in with the comment section below or reach out to me on Twitter @ThomasAFowler.

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