Keywords are still very important for search engines and will continue to hold their high value in SEO marketing. They form the basis of the content-related OnPage optimization and are essential to be seen in the high places in the organic ranking. Five basics that I learned in my first year of training as a marketing communications clerk using keywords, I’ll explain to you today in this post.

What do you need keywords for in online marketing?

A search engine like Google has to crawl the content of a page and determine which keywords, i.e., search terms, are used there. Based on the terms used, search engines can recognize what pages and websites are about in terms of content and how important this website is for the user. I would like to bring you a little more light into the darkness of the terminology around the topic of keywords.

1. Keywords and keyword phrases

Search engine users start their search by entering a search query. We want SEOs to have the right content ready for these search queries. So in order to serve this search query, we are optimizing the pages accordingly. We do this by e.g. Use appropriate terms, i.e. keywords, in headings, in texts, in the page title and in the meta description. Since the user not only searches for individual terms, but also types entire phrases up to complete questions in the search field, the aim is to provide the corresponding content. Queries very often consist of three or more words. The algorithms of search engines can now interpret the objectives and the meaning behind a search query very well. Pages should therefore not only be optimized for one main keyword but cover a large number of keywords. For this purpose, alternative terms and questions can be processed in texts, which then also increase the added value for the user.

2. Head, Long Tail and Short Tail Keywords

Keywords are searched with different frequencies. Keywords that have a high search volume are also called head keywords. On the other hand, there is a significantly lower search volume for very specific search terms. These terms are known as long tail keywords. Long tail keywords are particularly exciting because there is usually less competition for them and therefore the chance of a conversion is very high if the pages are SEO-optimized accordingly.

3. Meta keywords

And then there is still this meta keyword: These are keywords that are optimized in terms of page title, meta description and page content.

4. Keyword density

Keyword density is how often a keyword is mentioned in a text. Keywords should appear in a text with sufficient frequency, so-called keyword stuffing, i.e. the excessive use of keywords without a textual context, but should be avoided. Google often evaluates this as spam and the website is devalued in the ranking. The simple rule that applies here is that texts should be legible and offer the reader added value.

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5. Proof keywords

Proof keywords are subject-relevant search terms in a text. They support the main keyword of the page. If a text deals with fashion, the corresponding proof keywords would be “clothing” or “fashion.” They are necessary in order to write a meaningful text about, for example, fashion.