Optimize keywords

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The right keywords are important to lead visitors to the website.

Keywords describe the content of your contributions in more detail. Keywords can be imagined as an index of individual chapters of a book. You describe the contributions even more detailed than categories by naming individual keywords of your contributions.

In contrast to categories, keywords are not hierarchical, so there are no "subkeywords".

Keywords are relevant for SEO, as search engines use keywords to provide thematically appropriate contributions. Set the keywords so that you can reach as many readers as possible with your topics. So think about which keywords you would use to search for a certain topic in search engines.


Let's say you run a cooking website where you blog about recipes, nutrition tips and health.

Start with general categories:

  • recipes
  • nutrition
  • health

Then these can be refined with subcategories:

  • noodles
  • soups
  • salads
  • baking
  • Fast kitchen

So a reader who visits your website for the first time knows that your website is about cooking, nutrition and health.

If you now create a post, for example a vegetarian recipe for children, use keywords for this post that reflect the content:

Main course, children, low carb, warm, vegetarian, gluten-free, healthy, simple, etc.

Now, if someone is looking for a vegetarian recipe on the Internet, they will probably enter one of these keywords and come across your post.

You can set as many keywords as you like. However, you should choose suitable and meaningful keywords for the article, so you focus on the essentials and make sure that the article offered is really relevant for your reader. The topic is "concrete catchwords":

Use concrete keywords

Specific and concrete keywords have advantages:

  • Example: Software companies that only use the term "software" compete with many other companies in the result lists and therefore quickly end up at the bottom of the list. If a concrete description, such as "software personnel management", is used instead, the number of competing companies is drastically reduced.

Tightly defined keywords and search terms produce fewer results, but your company ranks higher in the results. In the long run, this will bring more visitors to the website.

Don't just decide on a strategy

However, there is no reason to choose only one strategy - you can use both short, concise and more comprehensive formulations. However, if you ignore the latter completely, you may miss many hits in specialized search results.

If you now want to realign your keywords, you should also consider: Longer keyword formulations can be useful not only for search engine optimization, but also for pay-per-click (PPC) advertising. The principle is similar: Fewer people see your ad, but whoever sees it also ends up on your website.

This article was published on 24 Oct 2018 by sebastian.zientek as part of the topic SEO .