Understanding and implementing the right keywords is at the core of your WordPress SEO. This is why we have dedicated an entire article to take a deep dive into the topic. At the end of it, you should have a comprehensive grip on keywords and their relevance in boosting your organic traffic (the number of visitors you get from search engine searches).
So without further ado, here is our full in-depth take on Keywords and its significance in doing SEO for your WordPress website.
A keyword or a key phrase is basically a word or a group of words used as a short description to tell the search engines what your website content is about. If you were to describe a particular post or image on your website in a single word, or perhaps a phrase, what would that be? This is your keyword.
It comes in use when people are using a search engine like Google to find some answer or relevant resource. For example, if a person searches for “cheap airline tickets,” on Google, it will showcase webpages and other forms of content that reference the keyword “cheap airplane ticket.”
As you should already know, most people find things on the internet by providing a search query to a search engine like Google. The search engine then presents a list of webpages and resources that is relevant to the search term. So how does the search engine know which webpages or posts to showcase on the SERP (Search Engine Results Page)?
Well, a search engine uses a piece of software known as a web crawler or search bot that scours the internet indexing all websites along with their webpages, posts, and the corresponding keywords in its database. Then, when it receives a search query, it showcases a list of results that matches the search term organized in a list of relevancy.
Now, how you get a higher ranking on the list is a different topic altogether which we will discuss in a different read. But if you want to even enter the competition, you will need to target the keywords that correspond to the search query.
Long-tail keywords are basically specific combinations of several terms that create a long keyphrase but with clear intent.
Singular keywords generally have extremely high search volumes which is why, webmasters are often tempted to use them. However, they also have high competition which makes it very difficult to rank for them. Furthermore, for most intents and purposes, it can be very vague.
For example, let’s say a person types in “cakes” as a search term. So what are they actually looking for? Do they need cake recipes? Information on cake shops? Or just plain delicious cake pictures? And with tons of websites including ‘cakes’ as a keyword for their webpage, it becomes a potential mess.
However, long-tail keywords like “the best cake recipes for x-mas” has a clear intent and significantly less competition. Usually, fewer people will be searching for it, but your content is likely to show up at a higher ranking for people who do search for it.
Ideally speaking, you want each of your pages and posts to target a single primary keyword on your website. The homepage generally targets a broad industry term whereas each of the subsequent pages and posts niches down to more specific topics.
To do this elegantly, you can use a “content to keyword map.” This can help you understand the impact of your keywords and help you fill up any gaps or bring in more relevant keywords to create a cohesive structure. Ultimately what this does, is make sure that you have all corners covered and content ready for all potential web searches relevant to your niche.
Okay, so now that you have an idea on how keywords work, let’s come to the real question - how do you tell the search engines that this post or page represents this particular keyword or long-tail keyword? Well, with WordPress, it is super simple!
You can simply install a WordPress plugin - Yoast SEO, and it will give you the option to assign a keyword to a particular post or page while you are writing it. It also features tons of powerful SEO functionalities to boost your ranking. Rank Math WordPress plugin is another great option that is also gaining some traction and is worth checking out.