SEO Content is King but Keywords Rule

Keywords Rule Search

Keywords Rule in Search

The good news is that really interesting, useful information (content) on the internet is like cream in milk – rising to the top of the search engine ranking pile, albeit somewhat slowly. As Google continuously improves that mystical algorithm, the sites with the best content will be the ones getting more visits, and that’s the way the world should be for all marketers. However getting your content seen by the masses  is still the number ONE challenge for all online marketing.

Exceptional Content does not equal Clicks

In a perfect free world, all outstanding information designed to make our lives better would be clearly visible to all. But every day we are bombarded by hundreds of messages, which have little effect in improving our lives. I am one who is thankful for the internet as it allows me to filter the messages I listen to and I can actually seek and find what exactly is of interest to me. The one caveat is that I must know exactly what I am seeking and what I intend to do once I find it. It seems like that is stating the obvious but what is it that I am looking for when I type ‘apple’ in my search bar – the company or the fruit? We have to decide or the search engine decides for us. Google now employs real humans to assess Searchers’ Intent for various keywords.

Keywords Still Rule Search

If you have been marketing online for any length of time, you will be familiar with the terms:- keywords, keyword phrase and long tail keywords. The term was not invented by the internet community and the original meaning was:-

Keyword: any significant word or phrase used to describe the contents of a document.

However, keyword is no longer just a noun. It is so widely used in internet marketing that it has also become an adjective and we now have: –  

Keyword Search: A type of search that looks for matching documents that contain one or more words specified by the user.

As the starting point of the Google algorithm is keyword search, it is essential that you use the right keywords within your webpages to attract visitors. Exceptional content using the right ones will help your site rise to the top. However do not select a keyword and base your entire webpage around that one word. It is best to write your page and then look for the keyword/s that best describe what your page is about.

Google Helps You Get Clicks

In Le Tour de Search, Google is the boss of the peloton. I’m an avid fan of Le Tour de France and getting to the top of search engine ranking can be as arduous as this famous bicycle race. Go Cadel!

When you have your website live online go to the Google Keyword Tool and enter your web address and the tool will tell you what your site is about and show you how many searches there are for different keywords. There are other programs you can use for  research but this one has two important attributes: – it’s free and it’s published by the search engine used by more than 90% of searchers. Once you have decided which keyword/s offer the most benefits to your site, include them on your web pages but do not over use them.

What You Must do With Keywords on Your Webpages

v  Include them in the Title tag: A title tag is the main text that describes your webpage. It is written in html language and is displayed in search results. To view – When on your page, right click and left click – View Source and the Title appears near the top.

          E.g. Google Keyword Tool Box

v  Include them in the Description tag: The description provides a concise summary of the page’s content and it appears under the Title in the search results. I refer to it as your free “advertisement” on the results page as it is your opportunity to encourage searchers to click your link. The description is also part of the html code that does not show on your site unless you right – click and go to View Source.

              E.g. Newest version Google Keyword Tool and Webmaster Chart of ………       

v  Include them in the H1 header: Defines the most important content on the page for search engines and just as importantly, makes the page more readable for humans. H1 is the equivalent of Heading 1 in MS Word. Usually it is the first heading you have on the site.

               E.g. Google Keyword Tool

v  Include them in the body text: but no more than 3 times per 100 words.

 E.g. Type in any word, phrase or website name. Google gives a list of keyword ideas plus data showing how often words are searched and their ad bid competition. Tool has many uses but is designed …

 v  Include them in the URL: (Universal Resource Locator) i.e. your webpage address


 However, should it not be possible to include your keyword in the main domain name, add it after a / in your website URL: -


When you have decided on the best keywords for your site you can use our FREE  Rank Assess Tool to estimate the traffic you can expect from Google rank 1 to Google rank 10 for your keywords.

Please share your SEO experiences with us by adding your questions or feedback in the comments box below.

About James Hourigan

James is a Gold Coast based marketing entrepreneur with more than 30 years’ experience in all facets of the sales and marketing profession. He worked for large pharmaceutical companies and consumer health organizations in a variety of management and marketing roles, before starting his company in 1997. He is a marketing man who is passionate about eliminating the mystery surrounding SEO, to enable business owners to extract the maximum return on their investment from this modern marketing activity.
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3 Responses to SEO Content is King but Keywords Rule

  1. Lisa says:

    Very well written and explained! thank you Searchmeseo, I found the article very informative. Regards Lisa

    • Glad that we can be of help. It is the objective of this site to eliminate the mystery and sometimes the misery of search engine optimization, regards, James.

  2. Thank you for writing this resource within your site.