When people search for something on the internet, they type words into the browser’s search bar, and the top related results appear. How the search engine determines which results to rank depends on whether keywords in those articles are aligned with what the user typed and a wide array of other factors.
Search engines search webpages for common words and phrases related to the user’s search. As a general rule, if you have relevant keywords in your piece of content, the more likely it will appear among the top search engine results for someone seeking content like yours. Hence, using the right keywords is vital to SEO
Choosing the best keywords can also help you better target your audience.
For example, if your target audience is people searching for the best running shoes to run a marathon, the keyword “marathon running” wouldn’t be the best choice because the top pages for that search are about training for a marathon.
This means that when people search that term, they’re most interested in training. Instead, you might use a different keyword phrase, such as “marathon shoes,” to reach your target audience.
Ensuring your keywords align with your content and the searcher’s intent makes it more likely that users who find your page in an organic search will stay on your page. This makes for a more effective content marketing strategy and tends to increase conversion rates and clicks-through-rate (CTRs).
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