What Are Keywords and Why Are They Important to SEO
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WHAT ARE KEYWORDS AND 
WHY ARE THEY IMPORTANT TO 
SEO?
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If you have read anything about search engine 
optimization (SEO), you may have come across 
discussions on keywords and why it’s necessary to 
conduct adequate keyword research. Keywords 
are what users search for on search engines like 
Google or Bing. It allows them to find sources of 
relevant information, which through effective SEO 
could very well be your website. Well, this article 
will answer any burning questions you may have 
on “what are keywords?” It will also explain why 
they are important to SEO.
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WHAT ARE KEYWORDS?
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Keywords in SEO are either a word or a phrase that is used to ensure that your website 
content is present in search engine results pages (SERPs), allowing your website to 
increase organic traffic. Users search for certain keywords when they search for 
something. Therefore, if your website content has those keywords present, your 
content will be present on the SERP. However, you will have to follow effective SEO 
practices to ensure your content is ranked higher on the SERP. In a nutshell, keywords 
act as a conduit that connects your target audience to your website. 
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1. Two Types of Keywords in Terms of Length
There are two types of keywords in terms of length: head keywords and long-tail 
keywords. Both of them serve SEO in different ways, so you must use them strategically 
to best help your website. Head keywords are shorter and more general, covering a 
broader and more well-known concept. These keywords have a much higher search 
volume and multiple search intents. So, they are best for top-level pages. Long-tail 
keywords, on the other hand, tend to be phrases and are much more specific as a 
result. Therefore, these keywords have low search volume but a higher chance of 
converting traffic. This is because people searching for long-tail keywords are more 
likely to know what they want than user tying in head keywords. Lower-level pages 
should consider using long-tail keywords. Be sure to couple adequate keyword usage 
with other vital SEO practices, such as optimizing content.
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2. Why Keywords Are Important for SEO 
If you’re stilling unsure why keywords are important for SEO, allow us to explain. They 
act as a linchpin between what people search for and your content that addresses 
what they need.  They are important for SEO because they allow your content to rank 
higher on SERPs. Most people tend not to view the results on SERPs beyond the first 
page, so a high ranking is crucial. With a better ranking, users are more likely to click on 
your link, which, in turn, will increase organic traffic to your website. 
The primary keyword you use for your content will define that page of your website, 
and people can view that. Inserting keywords is necessary if you want to rank high. 
However, be sure to use them wisely and avoid overstuffing them in your website 
content. That can tank your SEO ranking. For more help and information on SEO and 
website optimization, reach out to Marketing Tiki today!
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THANK YOU
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