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The Quick Guide to Keywords: What Home Improvement Marketers Need to Know

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Posted On: April 28, 2020

Keywords are not dead. They’ve just been toppled in an online marketing game of “king of the mountain” where no one tactic seems to hold the high ground alone.

In other words: Yes, you still need keywords. But you also need high-quality content, backlinks, online reviews, paid advertising, and other tools to ensure you shine online.

Learn more about using keywords in your home improvement content marketing efforts below.

Types of Keywords

  • Short-tail keywords. Phrases (of any length) with high search volumes and typically high competition.
  • Long-tail keywords. Phrases (also of any length) that are more specific and have less search volume. They often have less competition and are easier to rank for.
  • Long-term keywords. Evergreen keywords that will be relevant for quite some time for your audience. Examples might include window installation or cost of window repair.
  • Short-term keywords. In-the-moment, trending phrases. They’re often related to pop culture, news cycles, or industry fads.
  • Geo keywords. Phrases that specify a certain location to help target local users. Examples might include window repair in Seattle or new windows Duluth.
  • Semantic keywords. Words and phrases that are naturally related to the topic at hand. If your topic is window repair, semantic keywords might include cost, schedule, service, appointment, window installation, and glass.

Where to Put Keywords
All of the keywords above, with the exception of semantic, can be used as a primary or secondary keyword. Choose a primary keyword that correlates to your page purpose. If you’re trying to drive local traffic, for example, you might pick a geo keyword.

Keyword density (how many times your keyword appears on page) is less important today. Instead, it’s ideal to get primary keywords into strategic locations, including:

  • The first and last paragraphs
  • The title
  • One subheading
  • The URL
  • Alt image captions

Secondary keywords should be used in subheadings when possible or at least once in the body content. But remember that quality is still king. If you can’t fit keywords into these locations without sacrificing quality, don’t do it.

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