Page 14 - AeM_August_2017

RESEARCH, ANALYSIS & TRENDS

Balance between search engine optimization

and reader-friendly text is important

When it comes to writing on the Internet, many compa- Tool No.2 is the Google Keyword Planner, which is part
nies still ask themselves: What keywords do we need? of your Adwords account and shows the monthly
How often should these keywords be placed in the text? search volume and the competition situation. This al-
And on what layer of the website should which key- lows you to see at a glance whether keywords have
words be? Well, find out how to score with search en- become important or less important so that you can
gines by reading on: react quickly.

The correct keyword density does the trick Furthermore, Google Trends helps to stay up-to-date,
as there you can clearly see a development of the cur-
with reader-friendliness rent trend themes. Still, you should keep in mind that
just because a topic is "in", it does not have to remain
Excessive placement of keywords, so-called keyword that way for the next days. The Internet is - as we all
stuffing, makes texts difficult to understand. For this rea- know - short-lived and trends come and go. Therefore,
son, search engine admonishes pages with too many do not take rash decisions.
keywords, but what means “too much”? Well, mean-
while there is a guideline value of 3% to a maximum of
5% of keyword density. Hence, for every 100 words, Why ‘long-tail keywords’ are more profita-
you should include your keyword 3 or 4 times, as 5% ble than single keywords
are regarded as obsolete by now and tend to be too
much. By now, more than half of the search queries consist of
two or more words and this trend is rising, even more
Use targeted keywords with Google tools due to voice search. So instead of having a single key-
word with other companies and bloggers, you should
Fortunately, there are tools that help you choose your make use of keyword combinations and longer key-
keywords, as well as the best possible number in the words, so-called ‘long-tail keywords’. The longer the
text, and the simplest to use is Google Suggest. You word combination, the less you are competing with oth-
may already know the feature from your previous que- ers – it’s that simple. The result will be certainly a high-
ries on Google. If you start typing a word, the search er ranking in the search engine, but another advantage
engine automatically suggests further terms. These are of ‘long-tail keywords” is that you can tailor your key-
the most searched keyword combinations. With this words even more precisely to the target group - and
tool, you can check what conceptual combinations your speak to them that way optimally! The long-term suc-
readers are looking for - and can produce appropriate cess will be reflected in more responses, more clicks,
content. more sales! ◊
14 August 2017 - Search Engine Marketing & Optimization By MediaBUZZ