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Keywords

This information is provided by Sriniketh Srinath, Local SEO Analyst

Group: GMB

What Are Keywords?

Keyword: A significant word relating to the content of a business.

The first factor affecting rankings is the keywords you choose. Keywords are key to your rankings. They are used for information retrieval from your website or Google My Business listing by search engine users.

A primary keyword is anywhere from one to four ‘words’ that are ‘key’ to a company and indicate what the company’s business is about or what it offers to customers. 

Keywords are also known as search terms, search queries, index terms, subject terms, subject headings, or descriptors. 

The user searches for a ‘search term’, and the search engine returns the results with the appropriate ‘keywords’ on their GMB and website/webpage.

Originally, keyword used to mean only one word, with ‘keyphrase’ being used to refer to more than one word. However, the term ‘keyphrase’ is rarely used these days.

Keywords are of many types. The most common are as follows:

  • Product or service keywords – Product and service keywords such as ‘locksmith’, ‘plumber’, or ‘shoes’ are the most popular.
  • Local keywords – Keywords with a location in them (‘car repair Toronto’) are known as local keywords. ZIP codes and postcodes for areas can also be local keywords.
  • Branded keywords – Keywords with a company’s name in them (‘Nike shoes’) are known as branded/ keywords.

A keyword can also be a combination of a product/service, brand, and location, such as ‘Nike shoes Austin Texas’.

There are also additional keywords used as a subset of the primary keyword:

  • Long-tail keywords
  • Latent semantic index keywords

When a word or words are added at the beginning or end of the main keyword, it becomes a long-tail keyword. Long-tail keywords may have more than four words and are  even more important now thanks to the rise of voice search. 

‘Best commercial locksmith in Houston’, ‘24/7 Miami residential locksmith’, and ‘emergency New Jersey auto locksmith’ are common long-tail keywords present in locksmith websites. 

Synonyms and latent semantic index (LSI) words are similar to the keyword and can also be added to the content as a replacement of the word.

For example, LSI keywords for ‘hospital’ include ‘clinic’, ‘medical center’, and ‘infirmary’.

Keywords and search terms that are similar to each other can be grouped, which is also known as a keyword cluster

Choosing the right keywords is the key for unlocking the Map Pack rankings as they form the crux of your strategy. This is a major factor so extensive analysis and competitor research is recommended.

You must be sure to naturally insert these keywords in your GMB description, Business.Site, services, review replies, posts, and content.

DigitalBull GO Tip: Focus on the words that can give you the most leads and opportunities for conversion besides being very profitable. Instead of just relying on the search volume, look at the words that can give you the most revenue per job/order in your local area.

Keywords Audit Parameters in DigitalBull GO

Here are the subfactors/parameters for Keywords that are analyzed in the DigitalBull GO Local SEO Audit Tool:

Further Reading

Index Term – Page on Wikipedia

What are Keywords? – Guide by Moz

How to Use Local Keywords to Rank Higher on Google – Blog post by Search Engine Journal

How to Rank a Keyword in 10 Steps – Blog post by WordStream

For further reading on topics related to Keywords on DigitalBull Expert System, check out our information for Category as well as On-Page.

Keywords in DigitalBull GO

22nd June 2020 Upgrade – Keywords is currently #3 on the Ranking Factors standings.

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