The Pippin A-Z of Copywriting: Keywords

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in Copywriting

The holy grail of every website page is to be at the top of the Google rankings. Lots of factors go to make up Google’s decision about where a page ranks. But one of the most important is keywords. These are the words that people use when they’re searching for something and you need to make sure you’re using them in your content. (After all, how will Google know that your page is about red balloons if you don’t mention red balloons?)

If you’d like to know how to find your keywords, you might like this blog I wrote for Rigorous Digital a little while ago.

But perhaps the most important thing to remember when it comes to keywords is quality not quantity.

This means you should focus on ‘long tail’ keywords and phrases. That is, key phrases that are longer and more specific. There are two reasons for this.

The first is competition – the more specific your key phrase is, the fewer people will be trying to rank on it. This means there’s less competition and you’re more likely to be number one. (Think ‘red flower shaped balloons for weddings’ rather than ‘balloons’.)

The second is quality. If you put an enormous amount of effort into getting to number one for ‘balloons’ you’ll get lots and lots of traffic but most of those people won’t end up buying from you because they are looking for hot air balloons, chimney balloons and a thousand and one other types of balloon. On the other hand, if you put in an awful lot less effort to rank number one for ‘red flower shaped balloons for weddings’ you won’t get anywhere near as much traffic but the people who do come are absolutely looking for what it is you sell.

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