Keywords: Do They Matter?

Back in the day, reaching the number one spot on Google was a very simple process indeed – use as many keywords as possible, wherever possible. Over the years, as Google has transformed and become a lot more sophisticated, this has changed rather drastically. Now, instead of being the key to achieving higher rankings, keyword stuffing actually works against you, causing your website to plummet in terms of search results. With this in mind, the question is – are keywords even relevant anymore? We've done some investigation


Often defined as ‘information about information’, metadata is an important part of your website, making it easier for search engines like Google to identify what your website has to offer. However, more importantly, it is the first aspect of your website that a potential customer sees when using a search engine. Because of this, it is essential that you make a good impression, taking full advantage of meta data in an effort to tell the potential customer exactly why they should click on your link instead of those above and below. Fresh, catchy meta titles and meta descriptions, that include relevant keywords, are the secret to attracting more visitors to your site.

Conclusion: While it is not imperative that you include keywords in your metadata, doing so certainly helps.

Blog Posts and Other Content

Unless you have been living under a rock, you will be well aware of the fact that great rankings rely on the amount of quality content that you have on your website, as well as on the amount of quality content that links back to your website. Ultimately, regardless of whether or not you include any keywords when creating new content, unless the blog posts, articles etc. are interesting to read and are chockfull of valuable information, the keywords will have very little effect on your rankings.

Conclusion: Including a handful of keywords in your content doesn’t hurt. However, the only real way in which to make a good impression on Google is to focus on what you are saying rather than how you are saying it. Quality content is key.

PPC Campaigns

Pay-per-click campaigns, such as Facebook advertising and Google Adwords, rely solely on keywords to ensure a great ROI. For instance, if your website sells plastic tables and chairs in Cape Town, it is a good idea to include keywords such as:

  • Plastic tables in Cape Town
  • Cape Town plastic chairs
  • Plastic tables and chairs Western Cape
  • Cheap plastic tables Cape Town

It would be a waste of money to include any of the following:

  • Tables for sale in South Africa
  • Plastic tables and chairs
  • Plastic chairs Durban

While you will probably increase the number of clicks that you get per keyword, as well as the number of visitors to your website, due to the lack of specificity, your conversion rate will be low and your bounce rate will sky-rocket. Choosing keywords that are incredibly specific to your product type and location will ensure that only those who are truly interested in buying from you will click on your ads, saving you plenty of time and money as a result.

Conclusion: Keywords are imperative when it comes to PPC campaigns.

Ultimately, while keywords are certainly no longer the be-all and end-all when it comes to SEO, they do still matter. If you would like assistance with your metadata or PPC advertising, or if you have any questions regarding keywords and your SEO strategy, please do not hesitate to contact us.

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