SEO: Keywords and How to Deal With Them

1. Keywords and Their Importance for SEO

Keywords are words or phrases in the content of a web page. They are terms that we assume our target groups regularly enter into the Google search box. If Google detects a match between the search term entered and the content of our website, it refers the searching user to our page. So we try to anticipate the user's search behaviour and "mirror" it with our content on the website. Or in other words: We answer the users' questions by using their language.

When we "google", we do just that: we use keywords to search for websites that can offer content on a topic or a question that is relevant to us. We almost always choose one of the first results.

To be found better by Google users, it is important to optimise the keywords in the web content. Optimisation improves the position of our page in the Google results. The further up we land, the higher the chance of getting many clicks.

It is worthwhile to proceed strategically. You can only generate traffic organically, i.e. via Google, for the keywords for which you have optimised your website. Labour lawyers therefore need a content-based concept in order to succeed for keywords such as "labour law", "reference letter", "unfair dismissal", "termination without notice", "continued payment of wages", "mass dismissal", etc. The visibility of a website for certain keywords can be analysed in a targeted manner and optimised with the right measures.

Keyword optimisation is consequently an important – but not the only – component of SEO and an key factor on the way to targeted, virtual visibility.

2. Find and Use Keywords

Selecting the right and relevant SEO keywords is not always easy. So how do you find out which keywords users use in search engines? How do you then incorporate them effectively into the web content? 

2.1 How to Find the Right Keywords?

The decisive question is: What do users search for and which keywords do they use? Data exists and the search volume for individual terms can be objectively determined. With the appropriate tools, this data can be consulted and the keyword analysis can begin. Below you will find a few tips on how you can get started without such software.

We start very simply and create a list of important keywords. To do this, we put ourselves in the shoes of our target groups.

Step 1: To create such a list, the first step is to google your own keywords. The search results show you where you end up and what content the competition has placed in order to score points with Google.

Step 2: The search results can also give you new inspiration for other keywords that you can use. Therefore, you should always go through the related search queries or similar terms and, if necessary, include them in your keywords. With Google and other search engines, you can simply have other search entries and related keywords suggested to you. So it's worth taking a look there, too.

2.2 Common Mistakes When Searching for Suitable Keywords

People often make the mistake of only researching suitable SEO keywords once or only superficially. It would, however, be important to address these questions regularly to constantly update and expand the list of suitable keywords.

Another mistake is to choose keywords that are too popular. These are highly competitive and will appear in many web pages. Moreover, popular keywords are often vague and contain more than can be offered on the website. So we should not only focus on the top keywords, but supplement the list with longer, more specific phrases (so-called "long-tail keywords").

Long-tail keywords are specific combinations of several terms (usually around four) that give a more precise picture of the content of the website and are therefore less common. These often attract exactly the right users and we have a higher chance of generating traffic.

The diversity of keywords should also be checked regularly. You cannot stand out from the competition if you use the same keywords. For example, by entering one's own keywords into a search engine, one can quickly find out who is using the same keywords. It is more professional to use the right tools for such a keyword analysis or to use the expertise of an agency. Such tools also make it easy to find out which keywords are searched for more frequently. Those who offer great content and answer the relevant questions of the target groups on their own website really stand out.

2.3 How to Convert Keywords into Content?

By grouping and organising the keywords!

We divide the keywords into smaller and more manageable groups of related keywords. This way we reduce the workload while still being able to create targeted pages with relevant content. 

For example, if we offer several services or advisory directions. We can create a page for each service and, if necessary, subgroups that are optimised for each keyword group. In this way, law firms can target and acquire specific audiences for individual areas of expertise despite a strategically broad focus. For example, we create individual pages that are optimised for each keyword group or subgroup. Ideally, each page of the website should be focused on a specific primary keyword.

For the implementation of the keywords, one has to consider a few points.

The respective keyword:

• of the individual pages should be included in the title of the page.
• should appear in the URL of the page.
• and variants thereof should be included in the content of the page.
• should appear in the alt text of the images.
• should be used as the anchor text of links from other pages of the website to the respective page.

Contrary to popular belief, Google does not use the meta description of a website to calculate the ranking in search results. However, the meta description is displayed as a text excerpt (snippet) in the search results and is therefore an important point of contact between your website and searchers. Therefore, instead of using classic keywords, it is better to use a fun text to motivate people to visit your website in order to increase the click-through rate of your website.

When optimising websites, the following also applies: quality before quantity. We prefer to use a few relevant keywords instead of many unimportant or inappropriate ones.

ATTENTION: It is important not to simply plaster the keywords all around the page. After all, the content of the website should be useful to the users. Google is also getting better and better at assessing the readability of a text. A broad keyword battle is therefore not worthwhile. So process keywords in such a way that the content is relevant, interesting and easy to read.

3. Conclusion

• Keywords are words and phrases in the web content that are used to find the website in search engines.
• If you match the keywords in the web content with the keywords that potential users use in a search engine, this can help you to rank higher in the search engine results!
• To find suitable keywords, you should create a list and update it continuously.
• The best way to convert these identified keywords into content is by grouping them. Keywords should be grouped and sub-grouped.
• Every single page of a website should be targeted at a specific primary keyword.
• The keywords should also appear in the title, URL, meta description and other places on the page.

How HeadStarterz Can Help!

We assist you in developing a strategy and optimise your web content for the relevant keywords. We have the know-how and the tools to continuously improve your virtual visibility. Our ongoing SEO service comes in two versions: Semi-annually or quarterly, you will receive a detailed analysis of your website, including concrete recommendations for action from our SEO experts. We will be happy to advise you on the ideal solution for your website. This is the way to the top!

You may also be interested in our article on the function of backlinks in SEO.