Positioning a website – how many keywords/phrases should be used during the process?
We can distinguish two main types of customers ordering website positioning from digital marketing agencies. The first type are usually: prepared clients who have a basic knowledge about SEO and have specialised keywords in mind, perhaps even a defined plan of what they wish to achieve with the agency. The second type are: customers who have absolutely no knowledge (or little to no) of the positioning process and leave the keyword/phrase choosing to SEO specialists. Regardless of what client an agency gets, the number and type of keywords under which the website will be positioned remains a contentious issue.
Choosing the right keywords is a matter of professional thinking and use of tactics
There is no clear answer to the question of how many keywords we should use when positioning a website. Choosing the right keyword/phrase is a matter of specialised tactics and inside knowledge of the company, brand and its online existence – nonetheless, quality is always regarded as the most important factor. As for the quantity, sometimes a small number of non-competitive words/phrases perform better, sometimes a lot of competitive keywords are a better solution. As was mentioned above, it all depends on: the size and condition of the website, the number of subpages, the period of existence, the optimisation carried out, the value of the content posted, the existence of the blog and the frequency of added new entries, as well as the profile of the company and brand name itself – after all, it’ll matter a lot whether the company is unique on the e-market or whether it’s competition is great.
The more the better? Not necessarily…
Theoretically, the more keywords we choose, the better – because there’s a chance that the page will raise to higher positions in the ranking, which as a result will increase the number of visitors. However, this isn’t necessarily the case. It may turn out that selected phrases may be vast, but do not bring conversions because they don’t match the user-thinking (i.e. the keywords aren’t often entered in the search engine by common public). Truth be told, using such keywords is a waste of the money and time, which is why it is necessary to constantly analyse the keyword situation for business online, testing out the accuracy of keywords/phrases and developing a keyword network which will rightfully respond to user-thinking. This means that you need to task a professional and reliable SEO agency to carry out this task in an efficient and well-grounded way. Mapi Media LTD is one of those companies, operating on the UK and Polish market, they have gained an incredible reputation throughout the years. From some of their testimonials it’s clear that they have never failed a customer and always provided top quality, trusted and honest service to big/small businesses as well las individual clients.
How many keywords for my business?
Small businesses, with less developed websites should be positioned on a smaller number of keywords. This is because dispersing a large number of the keywords on this website, (which possibly contains far less content) can be quite problematic. But be careful, because excessive focus on a few varied words/phrases can be detected by search engine robots, which can put a filter on the page. So be sure that you don’t spam your website with the small quantity of your words.
When it comes to bigger companies with more subpages and general content, these can allow themselves more words/phrases. Sometimes when positioning a website, it’s worth to use the long tail phrases. If possible, positioning the names and parameters of specific products that are offered on the website may prove to be more effective than using very competitive (and unprecise) keywords/phrases.
In short, the use of more keywords is preferable for businesses that have complex number of websites, subpages, and are generally prominent on the www. This accounts especially those that run a blog either on the main website or external pages that are linked to the main site. Bear in mind that the phrases mentioned within written content should be weaved naturally, so they don’t seem random and out of place. The average user shouldn’t notice incorrectly constructed sentences and mistakes with grammar. Therefore, the keywords shouldn’t be forced in without matching the overall context and should flow along with the text rather than sticking out like a sore thumb. The reader and possibly search engine bots will detect what you’re trying to do, and this may result in a push back rather than forward. This is why SEO agencies normally hire professional copywriters who can craft fantastically written articles, blog posts and text contents that naturally blend with the designated keywords.
It’s impossible to precisely determine how many keywords should be used when positioning a website
There is no pre-set rule when it comes to the number of keywords that should be used in a given batch of text. But as with everything, common sense should also be used in this matter. The approach seems to be logical that the more extensive a text, site or webpage, the more keywords you can scatter around, so that they don’t seem too saturated with the ‘special’ words or phrases. Do not forget that when positioning a website correctly it may turn out to be a long-lasting process and even well-chosen key words do not guarantee immediate results. Thus, website owners need to be equipped with patience and determination. Above all it’s not worth giving up, even if desired results don’t show up instantly.
It’s worth noting that following these recommendations will pay off in the end. After all, the companies that are small will likely become much bigger one day, thanks to correct keywording, positioning and advertising. It’s all a matter of time, development, innovation and continuous investment. But taking high positions in the search engine certainly pays off as it helps to build the company’s image – over time your brand name becomes recognisable, and thus more money can be invested in the positioning. It’s a cycle that a lot of website owners need to embrace in order to progress on the web and have a successful run with the business.