Virtually everybody who prioritizes Search Engine Optimization (SEO) even a little should have a keyword list.
SEO consists of lots of small things that add up, so I want to clarify that a keyword list is NOT the “one trick”, nor is it the most important thing. If there’s one important thing, it’s content. Publish content somebody wants to find.
I am saying that a keyword list can serve a few important purposes for almost everybody:
- guide what content to include on your site – human readable text and the semi-hidden machine readable text that’s part of technical SEO
- This is especially true when you delegate SEO or content creation to others. It helps them understand priorities, especially when they are not familiar with your business.
- serve as a good metric when you check results
Anybody who wants to do any optimization and track any results at all could benefit from a keyword list.
A Keyword is a Word or Phrase Your Audience Might Search For
Think about your best prospects or target audience. What are they likely to search for when they search for your products or services? Those search phrases are the start of your keyword list.
It can be that simple. If you know what prospects search for, you have a good list. If needed, you can find keyword research tools online for more ideas.
I suggest 5 to 20 keywords, but there’s no way to prescribe a number for everybody. However, zero is NOT the correct number for anybody trying to improve SEO.
If SEO is a priority but only a low priority, then spend only minimal time on this. But at a minimum, create a list of your best guesses, informed or not.
What should you do with a keyword list?
The simple, incomplete answer: Make sure those keywords are in your content.
The more elaborate and also incomplete answer: Use those keywords in SEO-important places like the technical SEO of your site, site content, social media, Google Business Profile, and Bing Places for Business Profile.
Use it as a list of ideas and topics for your written content, not as a strict guide. When you create content, include keywords as well as related terms where they fit naturally.
When you want to assess results, measure search stats of your top keywords with Google Search Console, Bing Webmaster Tools, or any other search metrics service.
What should you NOT do with a keyword list?
Do NOT force those keywords into everything you publish. Instead, use them where they naturally fit your messaging.
Do NOT get stuck on the list. It is NOT the most important bit of SEO. The list will change over time. Instead, create your first list, and as you learn more about your SEO situation, use and update it at whatever pace you implement SEO.
Conclusion
If you implement any SEO, create a keyword list early. It’s an easy tool to guide your SEO and measure the results.
Spend a little time on it if SEO is a low priority. Spend a little more time if it’s a higher priority.
