Keywords—The Dewey Decimal System of the Digital World
Keywords tell search engines like Google, Bing, or Yahoo what to search for. If you’re not old enough to remember the Dewey Decimal System, keywords tell search engines the relationship to location and index for search terms. We call this relative location and relative index to the words being queried or Serps—search engine return protocols.
Link Profile—Like a High School Popularity Contest
If popular websites are talking about you, then you are cool by association.
If the only sites talking about you are “loser sites” then you will be sitting by yourself at the lunch table—no one is going to pay attention to your product, service, or opportunity.
Search Intent—The Broccoli Story
What is the customer looking for when they’re searching a term?
Match key terms closely to your website.
Align your keywords with your website content so the WRONG customers DON’T find you. Yes, you read that correctly. In the world of SEO, when the wrong customer comes to your site, Google frowns on this.
Google doesn’t like it when Google makes a mistake by sending a searcher on a wild goose chase.
Let’s say your site is all about broccoli. Google may send someone to your site who is looking for recipes for broccoli. BUT, you don’t have any broccoli recipes. The searcher immediately clicks off. This lowers your ranking on Google—it’s called a bounce rate.
Google values accuracy. Google wants searchers to find the right sites the first time. Keywords and content need to match up.