Many business owners know a bit about SEO and keywords, but most people know that getting to the top of Google’s first page is challenging and awesome at the same time.

But how does that happen? SEO is a long, complicated process, but it starts with a less-complicated point: Keywords. At the high risk of oversimplifying the idea, keywords act as tags for search engines to pull up when someone is looking for something online. If Google sees your keyword, chances are better that your website will come up.

We’ve got the key SEO steps you need to get your keywords found on Google.

Select the Right Keywords

Keywords are words and phrases that set the tone for your site’s content. They’re generally the most common words that you use in your titles & text to help define what your site is all about. When Google crawls your site, it picks up on those commonly used words, and uses them as ‘keywords’ or content clues to accurately rank your site pages.

The content on your site can make or break whether or not your desired audience will find you. That’s why it’s essential to select the right words and phrases in your website’s content and SEO settings. When writing the content on your site, factors such as location and niche business offerings can play a big part in the exact wording that you’ll want to use. Here’s an example:

Let’s say you run a cake shop. In some parts of the country, a word like patisserie might be more commonly used than bakery, meaning that depending on your key audience you might want to adjust your content accordingly.

Use Google’s Keyword Planner to find ideas for the keywords most relevant for your business.  The keyword planner is a useful tool for learning what people search for in your area and will allow you to find your own relevant keywords to add to your site’s content.

Once you know which keywords you want to use, integrate them into your site’s titles and text. Make sure they flow naturally within the content and avoid keyword “stuffing”- do not overuse keywords in your text because Google can penalize you for bad practices. With so many factors that go into keyword selecting, you’ll want to do a little extra research to make sure you’ve got it right.

Use Long-tail Keywords

Let’s say you sell car insurance, and you want to rank for the “car insurance” keyword. Well, you aren’t the only one—according to Google, there are over 83 million results for “car insurance”.

I guess it’s hopeless then, right? Not at all—we have a card up our sleeve called long-tail keywords. Elegant, we know. Long-tail keywords are simply longer keyword phrases.

So How Do These Work?

Long-tail keywords are more specific and relevant to your business—if chosen correctly. They’re very similar to regular keywords, but they’re more like “keyphrases”.

Going back to the earlier example for car insurance, maybe your business only sells premium car insurance in Toronto. There you go—”luxury car insurance Toronto” is your first long-tail keyword.

Test Your Keywords

—and retest, too. You’ll need to know how they’re performing, and if they’re worth ranking for. Sometimes, a few of your keywords hit it big, and sometimes, zero in 50 keywords make it to Google’s front page. That’s why testing is crucial.

Not sure what to look for? Check out Moz or SEMrush for keyword help. This is something you can spend time with yourself, or simply use a tool to save you the trouble.

How Long Does It Take Before I’m On The Front Page?

Remember to give it time—you don’t wind up in that number one spot overnight. Let a month go by before you even consider checking back. Review once per month, and then, if you need to, you can take action after the first 3 months.

Master Meta Tags

Did you know: the content that shows up on search engine results isn’t always directly taken from a website’s content? Called meta titles & meta descriptions, the text attributed to your site on search engines can be customized to give those unfamiliar with your business deeper insight into what your website has in store. That’s why meta tags should be added to each page of your site. Think of your meta tags as short introductions that tell people who’ve come across your site pages on search engines a little bit about you. If you’ve got a Wix website, here’s how you can change the meta tags for your site.

When you add meta tags, keep in mind that this text appears in Google’s search results and will be viewed by potential visitors as they decide whether or not to enter your website.

Do Your Work of Linking Your Website to Trusted Sites

If you’re serious about your online marketing, you probably already have a social media presence for your brand. Add your site’s link to your Facebook, Twitter, LinkedIn, Google+ accounts and everywhere else you have an online presence, to beef up your link trail.

For extra SEO powers: share a status update about your site on those networks. Since search crawlers visit sites with links, you increase your chances of getting discovered on search engines faster.

Don’t Forget To Do Your Homework

It all starts with your audience. If you know who your customers are, you’ll have a better idea of what is it they’re searching for online. Get in their heads a bit and begin to build out some keywords that way.

Also research costs associated with keywords for Google AdWords search campaigns. Some keywords cost a fortune, and others, pennies. A bit of research can make a huge difference in your digital campaigns.

The more time you spend with it, the more you’ll discover, and the more you’ll likely end up saving in the long run.

Where Do I Start?

One of our favourite places is Google’s autofill suggestions. When you type “car” into Google, you might notice that suggestions pop up. “Car [types]”, “car [colours]”, or “car [insurance]” might come up for you, so you know those are popular searches related to cars.

As always, there are lots of tools—some are even free—to help with keyword research, too. SEMrush is another favourite, as well as Moz.

One last thing: if you think you’re outsmarting Google, you’re not. They’ve thought of, like, 99% of every SEO tactic out there. And even if you were right, Google will fix it quickly, so don’t put too much effort into it.

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