The Importance of Keywords In Your Online Strategy

Importance of Keywords in your online strategy

When creating content for your brand online, it is important to sit down and decide what keywords you want to include. Keywords play a very important role when it comes to how your website will be ranked on search engines.

Before we get into the nitty gritty, let me explain exactly what keywords are. Keywords, also known as key phrases, are words that users type into a search engine like Google to find information and results on a particular topic. For instance, if I was looking for somewhere to stay for a work trip in Glasgow, I might type ‘accommodation in Glasgow’ into the search engine. I would expect to see a page filled with links to hotels, apartments etc. in Glasgow.

Keywords build the foundation when it comes to SEO and ranking on Google. They are also the building blocks of any paid search or PPC campaigns you might choose to run. The higher you rank in search results for your keywords, the more traffic your website will receive. The keywords you choose will determine how successful your SEO and PPC efforts are.

If you choose keywords that are too competitive, you will have difficulty ranking on Google, but if you choose keywords that your customers don’t search for, you could end up with traffic from users who are unlikely to convert or not much traffic at all!

When doing research on what keywords to use, it is important to look at the following factors: search volume, competition and cost-per-click.

Search Volume

Search volume refers to the number of times a keyword is searched for in Google. This will help you estimate the potential traffic you could achieve by ranking for that keyword. However, it is important to note that keywords with high search volume will be more competitive to rank for and often more expensive to run ads for.


The more desirable a keyword is, the more likely it is to have a lot of competition from websites trying to rank for the top spot, both organically and paid. It is important to analyse how much time, effort, and budget you have to invest in particular keywords.

You may decide to target a keyword that is less desirable but still in your target audience and budget. Running paid campaigns can help you gather data quickly on which keywords get you results and which do not.

Cost-per-click (CPC)

Cost-per-click (CPC) refers to how much an advertiser pays each time a person clicks on their ad after searching for a particular keyword.

For example, if the CPC for “accommodation” is €6, this means that every time a person searches for “accommodation” on Google and clicks your ad, the price you pay in exchange for a website visit is €6. When creating your keyword lists, it is essential that you estimate how much a campaign could cost and evaluate your budget before deciding on your keyword strategy.

It is never too late to devise your keyword strategy, but it is better to do it sooner rather than later.

Keyword optimisation helps you rank higher in Google, resulting in more traffic and conversions on your website. If you have any questions, or would like more information and assistance on keywords, then please don’t hesitate to contact Spring Digital.

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