Search Engine Optimization (SEO) is one of the most important tools for ensuring your website gets found online. But what exactly is SEO, and how does it work? In simple terms, SEO is the process of improving your website so it ranks higher on search engines like Google. The higher your site ranks, the more likely people are to find it when they search for relevant information.

At the heart of SEO lies keywords—the specific words and phrases that potential guests use when searching for services or information online. In this post, we’ll break down what SEO and keywords are and provide tips for selecting the right keywords to help your site climb up the search rankings.

What Are Keywords?

Keywords are the building blocks of SEO. They are the search terms people type into Google or other search engines to find what they’re looking for. For example, if someone is planning a vacation in Maine and wants to stay in a bed and breakfast, they might search for “Maine bed and breakfast” or “cozy inns in Maine.” These phrases are the keywords that should be included in your website content if you run a B&B in that area.

Keywords help search engines understand what your website is about. By strategically placing the right keywords throughout your content, you’re signaling to Google that your site is relevant to those searches, which can help your site show up higher in the results.

How to Choose Good Keywords

Choosing the right keywords is crucial for effective SEO. Not all keywords are created equal, and the ones you choose should be relevant to your business, have a good search volume, and offer the right balance between competition and opportunity. Here are a few tips for selecting the best keywords for your site:

Think Like Your Guests

Start by putting yourself in your guest’s shoes. What phrases would they use to search for your property? If you own a boutique hotel, for instance, your potential guests might search for terms like “luxury boutique hotels in [city]” or “best bed and breakfast near [landmark].” Don’t just guess—talk to your guests, review past inquiries, or simply let experts handle the work.

Go for Long-Tail Keywords

While single-word keywords like “hotel” or “restaurant” are common, they’re usually too broad and competitive. Instead, focus on long-tail keywords, which are longer, more specific phrases that cater to a targeted audience.

For example, rather than just using “hotel,” you might target “seaside hotel in Maine.” Long-tail keywords tend to have lower competition and can attract visitors who are more likely to make a booking.

Check Search Volume

It’s essential to choose keywords that enough people are actually searching for. Use keyword research tools to check how often people search for a particular keyword. You want to find a balance—terms with a higher search volume may drive more traffic, but they’re often harder to rank for. Low-volume keywords might not bring in many visitors, but they could be less competitive and easier to rank for.

Look at Keyword Difficulty

Keyword difficulty measures how competitive it is to rank for a particular keyword. Keyword research tools provide a keyword difficulty score, which helps you identify whether it’s worth targeting a specific keyword. Ideally, you want keywords with moderate search volume and low to medium difficulty. This sweet spot gives you a better chance of ranking without competing with too many established websites.

Putting Keywords to Use

Once you’ve chosen the right keywords, it’s important to use them strategically across your website. Place your primary keywords in key spots like:

• Page titles
• Meta descriptions
• Headings
• Body text
• Alt text for images

Remember, keyword stuffing (overloading your content with keywords) can harm your SEO. Instead, focus on writing naturally and ensuring that your keywords blend seamlessly into the content.

How InsideOut Solutions Can Help Optimize Your SEO

At InsideOut Solutions, we understand that SEO is more than just placing a few keywords on a page. It’s about crafting a comprehensive strategy that aligns with your business goals and drives results. With over 29 years of experience in the digital marketing industry, we specialize in helping businesses like yours improve search engine rankings and attract more guests.

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InsideOut Solutions creates a new blog post every week, so subscribe to our monthly newsletter to stay updated with our recent blog posts! Feel free to contact us with any inquiries or if you require support with your property’s website design, digital marketing, content creation, hosting, or print & graphic design. Websites and Marketing are our specialty, and with over 29 years in the industry and four generations of expertise, we are here for you.