FREQUENTLY ASKED QUESTIONS
Explain what keywords are and walk me through the different types?
Keywords are the words and phrases that people type into search engines like Google.
The most common way of categorizing keywords is based on length and specificity. When using this classification method, digital marketers refer to keywords as head terms, short-tail keywords, mid-tail keywords, and long-tail keywords.
- Head keywords, also called a head term, is a generic keyword with a high search volume and is competitive to rank for.
- Short-tail keywords are phrases with a couple of words. Short tail keywords are often searched frequently and remain very competitive, making them similar to head terms.
- Mid-tail keywords are usually three to four words long. They can still be very competitive and reasonably hard to rank for in organic search, but they are more attainable than head terms and short-tail keywords and may therefore be within reach of some brands.
- Long-tail keywords are often four or five words long. They are highly specific phrases that are searched less frequently than head terms, short tail keywords, or mid-tail keywords.
When it comes to keywords, how do I know what people are looking for?
Everyone who types something into Google has a purpose for their search. This is known as “search intent.” Keywords fall into one of four categories of search intent.
- Informational: The searcher is looking for information.
- Navigational: The searcher is looking for something specific.
- Commercial Investigation: The searcher is looking to take action and weighing options.
- Transactional: The searcher is looking to make a purchase.
We already have an in-house marketer, and they have conducted the keyword research for us. Can we provide you with our keyword research to use in the content you write for us?
Yes, you can provide me with keyword research that you have conducted in-house. However, in such cases, I like to verify that the keywords selected are the best fit to ensure strong content.
I have heard keywords help with search engine optimization (SEO). Can my articles have multiple keywords in them?
Many factors influence search engine optimization: links, keywords, and content quality are notable ones.
I design articles to incorporate multiple keywords, but more is not always better when it comes to enriching articles with keywords.
Keyword stuffing is when you load a web page with keywords to manipulate a site's ranking in Google search results. Google doesn’t like keyword stuffing because it has a negative user-experience for the reader. The price of keyword stuffing is high: Google may demote or delist your site from its index. The moral of the story is unrestricted keyword use hurts you.
How do I know which keywords are right for me?
This is the million-dollar question, so kudos to you for asking.
You need to choose keywords that people are searching for and which are relevant to your tea brand. Knowing which keywords to target can be bewildering but can be made simpler if you have a clear understanding of your brand’s purpose and then invest in brand and marketing strategies that support it.
Here’s an illustrative example demonstrating how purpose and strategic marketing documents add clarity to keyword selection. This model adapts Simon Sinek's Golden Circle and uses a hypothetical brand that focuses on tea’s health benefits.
What is search engine optimization (SEO), and can you break it down for me?
Search engine optimization (SEO) is increasing traffic quantity and quality to your website from organic search engine results.
SEO is broad, both as a definition and a practice, and can be broken down into three smaller groupings: technical SEO, on-page SEO, and off-page SEO.
- Technical SEO involves optimizing your site for crawling and indexing.
- On-page SEO optimizes individual web pages to rank higher in search engines. It focuses on honing the content and HTML source code of a page, intending to earn more relevant traffic.
- Off-page SEO, also called “off-site SEO,” encompasses external actions beyond your website, which impact your rankings within search engine results pages (SERPs). In simpler terms, off-page SEO is the actions you take on another site or platform.
What is good on-page SEO versus bad on-page SEO?
|Good On-Page SEO||Bad On-Page SEO|
Long, comprehensive articles that cover the topic from many angles.
Short articles with few details and low word count.
Laser-focused content that dives deep into a single subject.
General content that says very little about many different things.
High-quality content which incorporates many semantically related words and phrases.
Spammy pages that repeat the same keyword many times, at the expense of the reader's experience.
- Choosing a selection results in a full page refresh.
- Press the space key then arrow keys to make a selection.