keywords – Fruition

So You Have Keywords, Now What?

Having identified what keywords are important to your business (first keyword blog post HERE), our next steps are to narrow down to the best keyword choices and then start incorporating them into your marketing.

How many keywords can you optimize for on your website?

Search engine optimization (SEO) experts debate how many keywords you should use, but most agree to not use too many. For each page on your website, choose between 1-3 keywords you want to optimize for on that page, which is specific enough that you can pay attention to them but not too overwhelming of a task.

For example, your farm might produce meat, but individual website pages might talk about butchering, pork products, beef products, etc. Think of picking keywords for these pages as a way to get people to just the right spot on your website (remember to pull out those tools we discussed in part 1). It will be the same for your social media posts. One post might talk about an easy pork breakfast recipe while another might talk about the two breeds of cattle raised and the differences between their beef. Those will have different keywords as well. So rather than aiming for a specific number of keywords, focus on how you are going to use them. Over time, they are going to show if they are working for your business or not.

Where to put your keywords

On your individual website pages.

So let’s say that after some research, you see that homemade ice cream is most searched online but small-batch ice cream also seems popular. You have plenty of room on the actual web page to talk about your product but to emphasize the importance of certain words on a page you can:

Use the keywords a few times (aiming for 1-3 times)
Bold them or write them in a larger font on your webpage
Link them to other pages

In this example, I have made the start of an ‘about’ page for my homemade ice cream shop. You’ll see how I’ve used formatting to emphasize the ‘homemade ice cream’ and ‘small batch’ and ‘order ice cream’ ideas for the search engines without driving the people reading the website crazy:

In the metadata (fancy for: page title, tags, and description) or your pages

Has some slick search engine optimization (SEO) person kept saying how important ‘keywords’ are for your website? Think keywords sound too complicated to figure out or impossible to use without being a tech genius? If you would like more people to find your website without spending money on ads, then read on for helpful tips.

Keywords are words you type into a search engine to find information and sites helpful to you. No doubt you’ve typed in a phrase before and, looking at the results, thought “Oh, that’s not it” and reworded your query for better results. Understanding your customer will help you find the best keywords for your food and farm business.

What goes into picking good keywords?

There are a few factors that go into picking good keywords. Here are several different ways, try the one that is most interesting to you:

Popularity

Using common words that people are familiar with is a first place to start with keywords. We can use tools to help us find related keywords (we’ll get into that below) by starting with a general search.

For example, by searching ‘microgreens’, we can see other suggested keywords and their relative volume of search. Tip: To create more traffic, use clear words and phrases that people will naturally look for. Keep it simple.

With this tool “Keywords everywhere” you can see related keywords and how often they are searched.

In the example above, you will see that there are words (or phrases) as well as the volume of search they experience. For example searching ‘microgreens benefits’ gets 1,900 searches in the US. These numbers give us the relative popularity of the words.

Relevancy

Using relevant keywords to your business will help you narrow down the list of popular options. For example: ‘grow microgreens’ might be more popular than ‘buy microgreens’ but if you aren’t helping people grow microgreens with your products or services, you won’t end up getting the right people to your website.

My favorite example of relevancy came up while doing keyword research for an environmental non-profit. I discovered that ‘gulf stream’ was a popular search term. When I saw the other relevant searches, I quickly realized the popularity (looking at ‘related terms’ searched) was about recreational vehicles and not the Atlantic Ocean. While putting the words ‘gulf stream’ all over their website might have gotten traffic, that traffic would have immediately clicked away when they realized that the page was not the topic they were looking for. Read more Finding the Best Keywords for Your Business