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What You Should Know About Keywords

BY DIGITECH - September 25, 2015
Austin SEO / Internet Marketing

If you’re interested in making your website top-ranked on Google’s search results, you have to understand how keywords and Adwords work within Google’s algorithm.

But what are Google keywords exactly? And how can you use them to help your website?

All About Google Keywords

Keywords are the words and phrases that people search for on Google or other search engines. They  are a primary component of the Search Engine Optimization (SEO) or your Pay Per Click (PPC)  model. If you need more information about the pros and cons of those two plans, we have written an article describing the PPC and SEO digital search engine marketing techniques in full detail.

Selecting relevant keywords are one of the most important things you can do within a search engine marketing campaign, no matter if you choose to use PPC, SEO, or both! Selecting the right keywords allows you to reach the customers you want when you want them, as well as where you want.

For example, if you’re a cleaner in Austin, Texas, and you decide to add the keyword “austin cleaner” to your PPC AdWords campaign your ad might appear in the search results page of people who search “austin cleaner”. You can also add “negative keywords” so your website, service, or product DON’T show up for searches that include that term. So if you’re an Austin based cleaning company and you don’t travel out to Round Rock, you could add “Round Rock” as a negative keyword in order to help make sure that people looking for cleaners in Round Rock, Texas don’t see your ad.


If you’re interested in a more in-depth explanation of pay per click and SEO, last week’s article is a good place to start. However, in simple terms, pay per click is a paid internet advertising model that is used to direct web traffic to websites. A website will appear within the sponsored listings of a search engine (and they will be marked with the Ad label) depending on the keywords used. They are on the top and sides of search results in order to ensure that the user sees the page. When you’re selecting these keywords, you choose how much you’re willing to pay for the advertising space each time a customer clicks on your ad, which is why it is important to select the most relevant keywords for this type of advertising campaign.

SEO is the slow process of improving search engine rankings by creating searchable, relevant content using relevant and useful keywords. These are considered “organic results”. They aren’t paid to appear on a web page, they appear naturally depending on what keywords a user uses in their search.

AdWords Account


You might be wondering how you do all of this – how do you add keywords or even determine what keywords you should use?

Google has several tools available to help you determine this. There’s the Keyword Planner tool AND Google AdWords available for any webmaster to use.

If you haven’t already, make a Google AdWords and Keyword Planner account. You can use your current Gmail information to help you get started on finding the best Google keywords.

In Google’s Keyword Planner you discover what keywords work best for your website. In Google AdWords, you select the keywords you want to use for a PPC campaign. If you’re brand new to Google Adwords, automated bidding might be the least overwhelming way for you to get started with PPC.

Your ad spot within the search results is partially based on your budget. However, other factors such as the relevancy of your ad text and landing page can also play a large factor. Because of this, we recommend that you use digiTech or another PPC professional to run your campaigns. Professional campaigns will target all of the high ranking keywords for your product and also set your ad text and landing pages.

How To Select the Best Keywords – Google’s Keyword Planner


But how do you select the keywords that will allow you to get the most out of SEO and PPC? You need to pick keywords that are relevant and high quality, and depending on your industry, you might need to pick very specific keywords. That’s because keywords that are too general make it difficult to reach your true potential customers. For instance, if you’re a website that needs to promote their toy guns, using a keyword like “guns” wouldn’t help you reach the customers you want. The people searching for that keyword may be looking for real guns – you’ll need to pick the keyword “toy guns” instead.

So choose your keywords carefully! Use terms or phrases that potential customers would use when describing your goods or services. Make sure the keywords you choose to use relate to your website and your product/services.

Keyword Tool

The Keyword Tool will help you pick the best keywords for your website. Enter the keywords you’re interested in  that seem relevant to your product(s) or service(s) to get started. The Keyword Tool can help you narrow down the topics as you go through the list(s). Look through and see which ones work best for your website, and what you could easily add to existing content. But how do you choose the best keyword(s)?

Google provides three different types of metrics that help narrow down the best keyword for you. First, there’s the competition metric that tells you how popular a keyword is – how many people buy the keyword that is, not how many people search for it. The higher it is, the harder it can be to compete with other websites. The second metric is global monthly searches which tells you how many times people search for the keyword in the past month. The more popular it is, the larger the number is, but that’s not necessarily a good thing. The more popular it is, the more competition you will have with other companies. The third/last metric is local monthly searches which tells you how many people are searching for that keyword locally which can be helpful for those who need for more local information.

At digiTech Web Design, we help all of our clients pick the best keywords to implement into their SEO or PPC strategy. We design and optimize our clients’ websites to ensure that they beat their competition for the top Google search spots. For more information on how we can help you with your digital marketing and web design needs, please contact us today!