Keywords effect your conversion rate

Keywords are important for two reasons.

Firstly by using the keywords which relate to your reader you get listed by search engines accordingly meaning that people can find you. Notice that I phrased the last sentence carefully. I said keywords which relate to your reader. It’s important to understand that what you consider key words might not be the keywords your visitors are using to reach you.

Secondly and from my point of view more importantly keywords help to qualify your audience after they have arrived at your web site. If you click through from a search engine to a web site and the headline or first paragraph don’t strike you as relevant to what you’re looking for you’re likely to bounce. The key words you use help to assure your visitor they are in the right place.

Good use of keywords embedded in your copy and content will firstly help you to attract the right kind of people and secondly help to effectively qualify them as being in the right place. If you manage to attract and qualify them, the reader is then more likely to click through to find out more about what your website is about. If they do that, there is a much higher chance that they will convert to your desired goal.

A good SEO or SEM company in my opinion is one that understands that its about answering the visitors needs, not simply packing the website with related key words and phrases.

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