The importance of keywords in SEO optimization process

SEO (Search Engine Optimization), a domain in full ascent in Romania, represents the fundamental part of the online marketing, which involves a series of techniques and strategies centered around websites, whose main purpose is to gain a better position in the search results generated by searches in Google or other search engines. Practically, the efficiency of the SEO process is to attract targeted traffic to our client’s websites, with the main goal to transform a visit into a buying or promotion process, in order for a brand to get visible, credible, and notorious in the online medium.

SEO – science or magic?

The SEO concept has its origin in the ’90s, when there were only a few million websites, unlike today, when there are over 1websites on the internet. Practically, the work of iAgency’s team, interactive agency, consists in a series of activities to grow the positions of a website in the search list, on certain keywords or relevant expressions for the domain in which our client operates.

The balance moment of this domain, in fully ascent, is represented by the limit between science and magic. Practically, we are SEO strategists, with more than 10 years of experience in this domain, a fact that helps us establish what are the trends, either upward or downward, to manage our resources with maximum efficiency and to prioritize our efforts, and to make the changes needed in terms of strategy.

Because the SEO process never ends, for us, the phrase „we optimized it, our job is done!” doesn't exist. We are aware that, depending on our client’s objectives, traffic, profit, and business domain, the competition is fierce. That means that our efforts never end, even though you’re in top position on Google searches. Our work starts with a thorough keyword analysis, which is very important in the SEO process.

And don’t you believe this is easy, because it’s not! And because we brought keywords into discussion , we have to say that it's an effort which never ends. And for this we have Google’s tools, like Google Trends.

Google Trends is the best and versatile instrument that exists to help SEO specialists. Using this new tool, we can develop big campaigns, so the reputation, the brand and our client’s website becomes a fearless competitor.

Working with Google Trends starts like this:

Establishing 4 variables/parameters:

• Web search – searching after: images, news, products or Youtube search;
• Worldwide – you have the option to select a certain country;
• 2004-present: you can refine searches depending on the period of time – last 7 days, 30 days, 90 days, 12 months, pick a year;
• All categories: Arts and Entertainment, Auto and Vehicle, Beauty and Fitness, Books and literature, Business and Industry, Computers and electronics, Finances, Food and drinks, Games.

Identifying keywords – because Google Trends doesn’t offer numeric results, it works better in combination with a Google Keyword Planner (for keywords ideas and ad groups, past statistics, creating a new list of keywords). Practically, by using these two tools offered by Google, we can obtain a set of keywords based on an interest at a certain time. The keywords analysis is the most important step in the SEO process, together with identifying the target audience. For a marketing strategy to succeed, it's essential to know the public and the ways we can target it. Behind keywords research and identification it's the traffic optimization strategy, qualified and targeted to the website, with the main purpose to lead to higher sales conversions.

Because we are SEO strategists, with more than 10 years of experience, we avoid the most common mistakes, made by the so-called „specialists”, like:

• we don’t choose keywords with a very broad sense
• we don’t choose keywords for which the competition is too high
• we don’t choose keywords with too much traffic
• we don’t choose keywords that cannot be monetized
• we don’t choose too many keywords, trying to climb in rank one by one.

And now let’s explain a little bit about choosing the wrong keywords or with a very broad sense for our client’s activity domain. We take for example the keyword „cash”. This word is very common in all fields – banking, finance, shopping (Metro Cash & Carry) etc. Practically, the keyword „cash” has a very broad sense for a client who works in retail, so this will prevent him moving up in Page Rank because this keyword is used in too many areas.

The same thing happens when it comes to the level of competition – a business that operates in tradings, will never be able to rank higher because of the fierce competition with banks, financial or stocks. Also, this word has too much traffic, that cannot be monetized. That’s because of the plurality of the fields that have included the keyword „cash”, that will make the business insignificant, compared to the SEO trends for other domains.

Our work is dedicated to thorough research for themed keywords, intelligently chosen, for a major competitive advantage. Today, the difference is in the transition from a keyword to a thematic concept, segmented by:

• What the user intends – search engines are still trying to understand better what the user is searching, associating questions to thematic concepts;
• What you write in an article/press release/ on the blog – search engines read the website’s keywords and associates them to a concept or theme;
• Mutual association of the concepts – any theme or concept is associated by Google to reviews.

Geo-targeting: it helps us obtain relevant results for a certain region, either we speak about a country or a city or sector. So, the interest on certain keywords is different. Through local optimization for search engines, we can optimize your website so that search engines understand and better indexes your business, boosting your chances so that your message gets to the target audience. This rule is closely followed by SEO local Marketing which, based on carrefully chosen keywords for a certain geographical zone, can help us grow your business.

Content creation: if it's unique, relevant, and informative, it will detach you from the competition. Google Panda’s updates have reconfigured the algorithms that downgrade the web pages which contain very little valuable information for the users, so it’s not profitable to have a website full of irrelevant keywords, just written down to manipulate search engines. That’s why, at iAgency, interactive agency, we create a unique content, depending on the activity of your business, that search engines find it after targeted keyphrases. And we consistently create unique and relevant content, using very carefully chosen keywords, in order to index a website as soon as possible. We do that following 3 steps:

• we choose a topic whose interest is growing
• we write about it
• we promote it on Social Media.
• Link building – quality link building for Page Rank means a proof of reputation and credibility that a website gets from Google, noted by another tool, Google Panda. And increasing website’s popularity can bring you a major competitive advantage.
• Video content : 2016 is the year of the videos.
• Online reputation management: it’s the association between the image and the brand you own, meaning what others say about you, and about the products/services you offer. To protect your online reputation, at iAgency, interactive agency, we search the brand’s mentions, quotes and other associations, in order to replace the negative ones with others which are positive. We do this by:
• Developing a strategy to combat the negative effects/ reviews
• Depending on the complexity of the problem, we make a mix between Social Media, content marketing and link building to solve the problem
• We carefully evaluate and monitor the brand’s appearance through SERP
• We make recommendations, we establish an action plan and implement it.

In the end, we want to mention, again, that SEO is not a game, and it involves huge efforts so that your business becomes known in online. For this, we put all our knlowledge at your service and create and implement a strategy that can help you become a name in online. If you need our help, don’t hesitate to contact us.