Choosing the right keywords is one of the most integral aspects of a good SEO strategy. While doing keyword research, you may notice that you already rank fairly high for some keywords you wanted to rank for. So is this the green light to ignore those keywords and focus on more you don’t rank for instead? Well, the answer isn’t so cut and dry, so let’s go a little deeper.
Your Business Name
Inevitably, before starting an SEO strategy, your highest ranking keyword will be your brand or business name. If it’s not, you have a problem, but we won’t go over that today. The point is, your business name will always be a keyword, no matter what. Even if you don’t specifically create content focused on your name as the keyword, the content will end up having your brand name in it out of necessity. This means you’ll constantly rank high for your brand name. This is a good thing, as you want people to be able to find you easily if they know what they’re looking for.
Here’s where things get a bit more complicated. Let’s say you sell homemade candles. You check your keyword rankings and you happen to rank 4th for the keyword “homemade candles.” You may be satisfied with this position, but wouldn’t you want to avoid falling in the rankings? Wouldn’t you like to be higher if it’s possible? If you answered yes to either, then you should incorporate keywords you currently rank for in your SEO strategy. There are a few reasons for this. The first being the risk of competitors of new businesses improving their SEO. If your competitors start trying to rank for your keyword, they can take your place. Google also rescans and crawls often, and if you’re not generating fresh content that incorporates your most important keywords, you’ll eventually begin to drop in relevance. Google values websites that have been around for a bit, because it holds a certain authority, but not if these websites are stagnant. By consistently pumping out significant keyword-focused content, you’re asserting yourself as an authority on that topic or market.
Trust the SEO Experts
As Google constantly evolves their parameters for SEO and relevance, JumpSIX Marketing constantly evolves their approach. We strive to innovate in the digital marketing realm, so we are always paying attention to the best strategies and trends in the SEO landscape. If you’re in need of a digital marketing strategy that will bring your business to the next level, contact JumpSIX Marketing today.