• Nick Faassen

What are keywords?

Updated: Sep 16, 2020

Keywords are the words you want to be found on in a search engine like Google and Bing. You can enter them in the search bar so that you hopefully find what you are looking for. There are 2 types of keywords, organic keywords, and keywords that you pay for. These paid keywords are divided into different types. An organic keyword is where you focus on in SEO.


Organic keywords


You can optimize certain pages on your website to be found on a specific keyword and end up high in the organic search results. You measure this with various tools such as SE Ranking. You can enter the keyword you want to be found on and then the tool keeps track of your position within Google each week. To increase findability, you will have to apply different SEO techniques.

Firstly, it is important that your content is relevant and linked to the keyword. The best way to do this is to create a lot of valuable and unique content. Not only text but also images and videos help with this. Your keyword must of course also be found several times in the content.

In addition, you will have to make a good structure of your page that is clearly legible. You will have to use H1 and H2 titles for example. It is also best to use no less than 400 words per page.

For an even better result you can use internal and external links. This is called internal link building and external link building. This will increase the value of your page and it will be found easier. It is important to use the keyword as the link text. This is also called an anchor.


Paid keywords


You can use Google Ads at the largest search engine Google. You can add the keywords for your Search campaigns yourself and bid on them. It is best to do a keyword research in advance to see which keywords have a lot of search volume. Tools such as the Google Keyword Planner, Ubersuggest, Keywordtool.io and many other tools can help you with this. There are many different keywords you can use:


Broad keywords


Just like the name says, these are keywords with which you target broadly. So, you will not only be found on the keyword itself, but also on many other search terms related to this. These can be synonyms, typos, or long tail search terms that in many cases have nothing to do with your landing page and even related searches. You will therefore have to be careful with this and should not bid too high because the relevance is a lot lower.


+Broad +Match +Modifier keywords


These keywords are Broad keywords with a plus sign in front of them. The plus sign ensures that that word or a direct variant (abbreviations, accents, acronyms, spelling mistakes, plural / singular) must return in your search term. Your targeting will therefore become more relevant and you will no longer be found on many closely related search terms. You also do not have to use a plus for all words, only the words that you want to be found on more specifically.


"Phrase keywords"


If you put your keywords in quotation marks as above, then what is between the characters will be the same in the search term. This can still appear in a long-tail search term, but in the same order or an awfully close variant (abbreviations, accents, acronyms, spelling mistakes, plural / singular).


[Exact keywords]


An exact keyword is, as the name implies, the same as what is between the brackets. So not processed in a sentence but only that exact search query.


+ Phrase.Match.Modfier keywords


This is a hybrid of phrase keywords and broad match modifiers. In this way you ensure that the order of the keywords also remains the same. This is not the case with normal broad match keywords and can sometimes be extremely useful. In this case, you put dots between words instead of spaces.


Outside of Search Engines


Of course, you also must deal with keywords within websites such as YouTube and Facebook, but also in large marketplaces such as Amazon. The search algorithm works differently there again.


Are you still struggling and you need help with your keyword campaigns or SEO? You can always send us a message.


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