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17 March 2021 by Samantha Swanepoel

The Key to Understanding Keywords

When it comes to pay-per-click advertising (PPC) or search engine optimization (SEO), the first item on the proverbial list is none other than keywords.

But keywords were the rave back in the early stages of SEO?

It is true, there are other elements that have been introduced to the SEO game that are at least equally as important as keywords but keywords will remain the bread and butter of page ranking.

So what are keywords?

Keywords are phrases used in your website content that make it possible for searchers to find your website via search engines. If your website is optimised to speak the ‘language’ of the searchers, then you will rake in those clicks and views.

Keywords and Search Engine Optimisation

It is every website owner’s goal to rank on the first search engine results page (SERPs).

In fact, according to a study completed by Backlinko, the top three Google search results get 75.1% of all clicks and, moving only one rank up on the search page, immediately increases the click-through-rate (CTR) by 30.8%.

It is understandable now why everyone wants to be listed on the first page.

But, in order to get there, you need to ensure that your website content is click-worthy and relevant to the search queries of the searchers.

By understanding how searchers are looking for your products or service you will be better able to write your website content to attract these search queries and, ultimately, rank above the competitors.

Finding the Right Keywords

When doing keyword research, it is important to continuously do research.

The Internet is a fast-paced, cut-throat environment and everyone wants a piece of the pie. Old keywords, or highly competitive keywords, need to be replaced as keywords that are in constant competition will not get you the clicks or ranking you need.

At the same time, it is important to diversify. Your website will not stand out among the ocean of competitors if you are all using the same keywords.

What makes your business offering unique?

Use your unique capabilities to stand out from the rest. Make sure that your website content answers the questions your prospective customers are asking and they will be sure to head straight towards your site.

But the journey doesn’t end with your website content.

Keywords can and should be, brought across in your:

  • Page titles
  • URL
  • Metadata
  • Alt text

Just because you cannot see it doesn’t mean that it is not important. Keep your keywords going across all areas of SEO and you will see an improvement in ranking in no time.

Keywords and Pay-Per-Click Advertising

So we understand that keywords are important for SEO but that’s only the beginning.

Keywords also play a major role in other settings like PPC advertising where everything starts with a keyword.

SEO and keyword optimisation is fantastic for organic search results but they are equally important for paid advertising.

Google Adwords, among other types of PPC platforms, use keywords to show ads to searchers who have typed in a search query with those keywords used. This way your ads containing the relevant keywords will appear on the top position (first three spaces) of the SERPs and the bottom position (last three spaces) of the SERPs.

It is important to continuously do keyword research to ensure that you are targeting the best keywords to capture your audience. It is also possible to make use of negative keywords to ensure the clicks you are getting are from your target audience.

By using negative keywords you are not only ensuring the best chance for conversion, but you are saving money on clicks which will not give you the return you expect.

Recent research by Valve and Meter concluded that while the average click-through-rate for PPC ads is two percent, the average click-through-rate for the top paid position in the SERPs is up to eight percent.

This makes those top-of-page rankings so much more desirable! But how can you improve your Google Ads ranking to get to the top of the page?

That can be broken down into seven steps:

  • Google auction
  • Bidding
  • Quality score
  • Click-through rate
  • Ad relevancy
  • Landing pages
  • Ad extensions

You can find more detail on how to improve your Google Ads ranking in one of our previous articles.


So what is the key to understanding keywords? Research, research and more research!

Find out exactly what it is that your customers are searching for to find your product or service and run with it. But remember to make sure that your content is unique to capture the attention of your target audience.

But do not stop there! Keep on doing research to make sure you keep up with current search trends so that you can snag those top-of-page positions.

Need help in developing a keyword strategy? Contact the digital marketing team at Online Innovations to get your SEO back on track.

Call us on 041 365 4919, email [email protected], or visit our website at www.onlineinnovations.com to find out more.

Need help developing a keyword strategy?

Contact the digital marketing team at Online Innovations to get your SEO back on track.

If you’re interested in our services, please give Bronwen a call or email her for more information.

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