Upside-Down Thinking by Patric Fransko
by Patric Fransko
September 14th, 2016

Two Keyword Strategies to Improve Your Website SEO

Few topics bring as much misunderstanding in the digital marketing arena as search engine optimization (SEO). Everyone seems to acknowledge the general importance of SEO, but the theories of what should be done vary tremendously. In addition to a general misunderstanding, SEO is actually a moving target as Google tweaks the private algorithm they use to determine site rankings. It’s no wonder with so many seodiffering views and uncertainty that the average small business does not know where to start when it comes to an SEO strategy.

One of the first things my agency looks at when we are meeting a new client who is hiring us to manage their website is what they have been doing for SEO. In some cases, the previous company or business owner has implemented a basic level of SEO and not much else. In other cases, quick-fix schemes that have ultimately failed may have been used to try and boost search rankings quickly. Google is constantly on the lookout for gimmicks to boost SEO in a non-legitimate way. When they find them, they close the loophole and often penalize websites utilizing this technique. The best strategy is to stick to proven methods that improve site ranking in a legitimate way because they give Google the information they are looking for.

The pages and content on your website should be created in such a way that they, in essence, notify Google and other search engines what this page or content is about. One primary way that this is done is through the use of a keyword or keywords. The scope of this article is not to go over complete keyword strategy or the mechanics integrating keywords on your site. However, I want to share two keyword strategies that will stand the test of time, are relevant to every website and are easy to understand and implement.


  1. Avoid Keyword Stuffing – While you certainly want to use your chosen keyword or keywords in the content on your site, you do not want to overdo it and use the word to such an extent that the information begins to not even read properly. An example might be a sentence like “ABC Window Tint is the best tint shop around to have your car tint installed by tint professionals.” Obviously, “Tint” is the keyword here. However, this sentence is using “Tint” in a way that would never be used conversationally and that is what is meant by keyword stuffing. The artificial intelligence computers at Google are pretty quick to spot this and doing things like this will actually hurt your site rankings instead of helping them.
  2. Choose Keywords Your Customers Use – As a professional in a particular industry, we often become accustomed to using language that is common for people in that industry. However, people outside of the industry sometimes use different terms. Your keyword strategy should be focused on the terminology used by your potential customer, not what you might think is an appropriate keyword. An example of this would be regarding the words “window film.” For many years, the individuals in the window film industry have been using this term as a way to separate themselves from the potential connotations that come from the word “tint.” While that is fine for conversation, it is not fine for keyword strategy. If your customers still refer to it as “tint,” your keyword strategy should be focused on targeting the word “tint.” It should make sense that if they are searching for the word “window tint” and your website is targeting the keyword “window film” that you will not likely rank well for that search. You want to attempt to get into your customer’s head and begin targeting keywords that reflect the language they would use when conducting a search for your product or service.While it is true that there are more things that need to be focused on, SEO is still an important element in any marketing program. I hope these two basic keyword strategies will help you in your goal to fine tune your SEO strategies for success in 2016 and beyond.

This blog is from Focus on Film, the weekly e-newsletter that covers the latest news regarding window film and related products, including paint protection film. Click HERE to sign up—there is no charge. Interested in a deeper dive? Free subscriptions to Window Film magazine in print or digital format are available. Subscribe at no charge HERE.

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