Keywords are the most important in the creation of any website as they play a fundamental role in how it appears in search results in most of the browsing, we do on the Internet we may only care about the results that appear on the first page, and we often go through the first three results that appear In the search engine, and this is where the fate of your website depends on the keywords that determine how it appears in the search engines.

What are the keywords?

Keywords are defined as the main means that define the content presented on website pages which help you appear in the advanced results list in search engines meaning that they are the words or phrases used by internet pioneers in their searches for your site and in the SEO language.

Types of keywords:

Keywords fall into two different categories:

1.  Short tail keywords: This category is used in regular or traditional searches, consisting of one or two words, for example: (tennis fields_ fields), and this typeface intense demand and high competition in search engines, and on the other hand, it is comprehensive and inaccurate some times.
2.  Long-tail keywords: This type is considered the most popular in e-marketing, and it consists of three words and above, and this type is characterized by easy competition, high accuracy of search, and low demand in search engines.Ex: Tennis fields in the UAE

The importance of keywords in search engine optimization (SEO):

At the beginning of the expansion of the Internet world and the increase in its use the strategy followed in choosing keywords was to intensify and repeat the chosen or used keyword and stuff it into the content in an exaggerated manner, while not paying attention to the quality and formulation of the content, and this will work to raise your website pages at the highest search results on google.

But with the development of Google strategies and the imposition of penalties for excessive stuffing in content, and with the development of content creation and the need to pay attention to keywords as they help in digital marketing, specifically content marketing, and e-mail marketing as well as pay-per-click ads, it has become necessary to pay attention to choosing and following up on keywords chosen by competitors.

Because of the recent and rapid developments in the world of the Internet, the importance of choosing keywords has increased, as people are using smart devices that provide technical assistance, such as the Google Assistant which now supports the Arabic language and thus allows users to search in the natural language and Google also provided the advantage of instant answers in search boxes which depends on choosing professional content with good keywords.

Today, Google uses the “Rank-Brain” algorithm to analyze searches which facilitates your searches using keywords only, without the need to write the exact content you want.

How to choose and use keywords:

In the beginning and before starting to create your own website content, you should follow a useful strategy in using and choosing keywords by following these steps:

1.  Create a list of important topics related to your site’s content:

   When starting to establish your own e-project, you must choose a set of topics that you find important and add to your project, then take keywords from them that will help you to present projects in the first results of search engines, and here you have to ask yourself how the researcher will think and what questions your target audience might ask, And the topics they are interested in.

2. Derive initial keyword ideas:

   For example, if your website is specialized in selling real estates in the United Arab Emirates, you can target a list of keywords similar to the following:

   • Types of real estate in the United Arab Emirates.
   • Real estate prices in the UAE.
   • Buying real estate in the UAE
   • How to rent real estate in the United Arab Emirates.
   • The best real estate in the UAE.
   • Sale of real estate in the UAE. The goal of creating such a list is to create a list of ideas and phrases that your target audience will likely use to find content related to the topics you selected in the beginning.
3. Search for related keywords and phrases:

   You may encounter difficulty in creating a list of keywords that your audience might search for, then go to Google and look at the searches associated with the keyword you searched for, as shown in the image below:

   Or you can use the dropdown list provided by Google when typing in the search box, as shown in the picture:

   You can also use the “Keyword Tool”, which gives you a long list of suggestions just to enter a word or phrase, and the list of these directories is not limited to Google only, but also gives you the words that people search for on YouTube, Twitter, Amazon, and others.

4. Search for short or long keywords related to topics:

   You should put short and long keywords in your list to achieve comprehensiveness in searches

   and to avoid the fierce competition that occurs for short keywords because the audience is very popular with them in search engines.

5.  You need to keep an eye on your competitors’ ranking for keywords that matter to you:

   Here you must understand the balance between keywords that are difficult to compete with, and there are specialized tools that help you analyze competitors’ keywords, such as Link Explorer and other similar tools.

6. Searching for well-received keywords in search engines:

   The “Keyword Planner” tool, provided by Google, for free, helps you know the search intensity for each keyword and thus protects you from making the mistake of choosing keywords that the audience is not searching for by giving this tool the number of times you search for a specific keyword during a certain period of time.

7. Shrink your keyword list:

   At this stage, the selected list of keywords that you previously created should be narrowed down, and you must select the keywords that are well received in search engines and the competition with them is weak and relevant to your site, and then use them to write your content professionally.

8. Add keywords to your site:

   Keywords should be added naturally without exaggerating their repetition in the content, and in a smooth way that does not make the reader feel impatient and thus attracts the audience to your site, not just the search engine.

   You should also place the keyword in the page title, in the header, and in the introduction of the first paragraph of the content.

9. Prepare content from keywords:

   You should create new content from different keywords in order not to compete with yourself in the search engines, meaning not to use the same keyword more than once.

10. Check the key density:

    This means the number of times the keyword is repeated in relation to the general total of words in the content, and there is a utility that calculates the keyword density for you for free, the “Keyword Density Checker”.

11. Follow the ranking of your site in the search pages:

    By using the “Ranktrackr” tool, you can monitor the ranking of your site in Google and YouTube and you will not get an immediate result just because you care about the keywords, so you have to be patient and work on improving your site in the search engines from all sides, not just the keywords, and then you will definitely get a good result.

Incorrect practices when using keywords:

• Intensify the use of keywords and fill them in the content:

  One of the worst SEO practices is getting caught up in content-stuffing

  due to the randomness, it adds to the content, making it not purposeful and the user leave your content.

• Intensify keywords by placing images and description:

  The method of filling images with it is no longer a good trick in search engines

  rather it has become so dangerous that it may lead to the collapse of your site in the rankings and thus will damage your project and lead to failure.

• Hide keywords within the page:

  For example, placing the words in the same color as the background of the page on the back

  of the webpage is a dangerous matter that should never be practiced, and therefore you have to place the keywords in a clear manner in front of the user and the search engine without hiding them anywhere on the page.

Conclusion:

Keywords are the compass that directs your SEO campaigns by quickly delivering keywords to your target audience by activating them optimally within professional content that meets the needs of customers and visitors without feeling bored or alienated.

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