Yes, Key word SEO absolutely matters, especially at a time when SEO techniques have continued to evolve and myths that Key word SEO has been done away with keep coming up. 

The history of keyword SEO dates back to the consistent wording patterns that people use when they are looking up things on search engines, which caused SEO experts to recognize a niche in optimizing websites by using that wording pattern otherwise known as keywords

Before people decide to contact a business or make a purchase, they will often turn to search engines to find reviews for relevant businesses near them.

They even look for online platforms where they can contact sellers and service providers directly. Because of this, it is safe to say that you are missing out on more than half of your potential market if you are not making sure your business is not leveraging on setting up a Search Engine Optimized website.

SEO Keywords: What are they and how to use.

Having a website is the most important first step, but there’s still a lot of work to be done after that.

In fact, it is only the beginning of a whole set of promotional activities that you must do to get the amount of business online that you need to stay competitive.

One of the strategies that is very common today is:

 Search Engine Optimization (SEO).

A process that makes a website more visible when people search for a product or service on Google and other search engines, by making them rank higher in search results.

graphic showing SEO Keywords

At the foundation of every SEO effort is the identification of the right keywords to use on their website and target in your online marketing campaign. Just how important are keywords to your online success?

Keywords are the articulation of concepts that your target market might be interested in

Many people go to the Internet to find answers to their questions and clarify information.

Needless to say, these answers and information have to exist on your website in order for search engines to show your website on a results page. The representations of that, of course, are keywords. 

Many keywords might be used to refer to a single concept or question.

How do I find SEO keywords?

Now, the right keyword is not necessarily a single word, or the exact same word or phrase and nothing else, but the keyword that has the most people searching for it that’s relevant to your business.

You get to know this by researching the keywords’ search volumes, which represent are the number of people in a given period that have used those keywords in a search.

You can get the search volumes of some keywords by using free tools that are available online such as Google Ads

These keywords represent a concept, so it’s important for you not to obsess so much about the keyword itself.

Search engines have become very smart about understanding how similarly phrased concepts and synonyms can overlap in a single search.

When you write articles and product or service pages, make sure you speak to the concepts and mix up your keywords like you would in natural language.

This way, even those who search for the concept using slightly different keywords are targeted.


Short-Tail Keywords

Short tail Keywords are the broad search terms that people use when they are researching for information on the Internet. For example, they can start with a simple one word term such as beds. This one word, when entered into the search box, will bring up many different websites for the person to review.

Pros of Short-Tail Keywords

  • The main benefit is that they appeal to a wide audience. This means that using these keywords can help drive large amounts of traffic to a company website.
  • Another benefit of these types of keywords is that it is easy to determine which ones are relevant to your specific market or company offering.
  • Short Tail Key words are also easy to write about.

When creating web content, it is important to make sure that the keywords used flow with the rest of the text. Fitting the word “bed” into a sentence is pretty easy. Making sure your keywords fit your content isn’t difficult, but it will pay off multi-fold due to Google’s recent focus on quality and relevant content.

Cons of Short-Tail Keywords

  • One of the detriments of using these keywords is that you may attract the wrong type of traffic to your website – If your company sells dog beds you don’t want people who are looking for bunk beds to come to your website. You want people who are looking for dog beds, and maybe even people who are looking for beds for older dogs. The more words you used in a search term, the more specific the results will be.
  • Another con of these keywords is competitionb- These words are popular with web surfers, so businesses want to buy them. This can hurt your PPC campaigns and can also make it difficult for you to obtain a high search engine ranking. These type of keywords are also not beneficial for people who want to create niche campaigns.

Long-Tail Keywords

Long-tail keywords are also known as narrow search terms. These are phrases that a web surfer will enter into a search box if they are looking for something specific. Going back to the “bed” example, a web surfer may enter the term “bunk beds for teenagers in Nairobi”.

By entering this specific phrase, the web surfer will receive a list of websites that are relevant to people who are looking in Nairobi City to buy bunk beds for teenagers-it doesn’t get much more targeted than that.

Basically, If short-tail keywords are something that a person will enter when they’re just starting a search, long-tail keywords are phrases that people enter when they are closer to making a final decision.

Pros of Long-Tail Keywords

  • Most companies do not use these keywords when they are creating their websites or when they are formulating AdWords campaigns. So a benefit of long-tail keywords is that your company won’t have a lot of competition.
  • This helps you achieve a higher search engine ranking with less effort, decrease CPC for ad campaigns and increase the relevancy of your campaigns-which can positively impact your Quality Score.

Cons of Long-Tail Keywords

  • One disadvantage is that it is often difficult to write effective copy. Think about trying to add the phrase “bunk beds for teenagers in Nairobi City”. How many times do you think you would be able to add that phrase to a webpage and still make the overall content flow? These type of keywords can often be awkward and difficult to use in sales copy, and you don’t want to appear as though you’re keyword-stuffing and using awkward phrasing just to cram a keyword in an article.
  • Another disadvantage to using these type of keywords is that companies need to really understand their market and the terms that are used to reach the organization’s website. If the company focuses on the wrong keywords then they will not receive the right type of traffic.

Both types of keywords can be beneficial for a company’s Internet marketing strategy. Using short-tail keywords in the beginning of a sales funnel will help draw in traffic. Long-tail keywords can be used for ad copy towards the end of the sales funnel to help bring in leads that will convert to sales. Try using both types of keywords in your marketing strategy to help increase conversion rates and web traffic.


TARGET KEY WORDS FOR PAGES NOT THE ENTIRE SITE and focus on one primary key word per page:

You want to make sure that every page on your website focuses on a particular topic. This means you will assign a certain keyword for every page as opposed to cramming a bunch of keywords for the entire site. When you also focus on different keywords for different pages you will likely rank for more keywords than when you decide to use one key word for the entire site.


Make sure to find a balance between Keywords that people consistently search for that are however not competitive. This is where long tail key-words come to play. Usually keywords that have a high competition can reduce your chances of ranking compared to when you can get the exact keywords that the person using the internet would use.


  1. Title Tags should whenever possible include the Keyword that you are using for the page. They should however not awkwardly sit on the title tag if they do not organically flow.
  2. Key words should appear in the Image file of your blog post, especially when writing its description.
  3. You can naturally fit some of your page Key words in one of the sub heads that you want to use for the page.

Ultimately you want to remember that although KeyWord SEO is important, It is not the end all be all for SEO success. When done well though, It can contribute well to the overall optimization of your page.


SEO practices, like so many business tips, lose value as technology changes.

Ten years ago, SEO focused on aligning the content on webpages with keyword searches and also on adjusting the links.

Today’s SEO is still about links, but as omnichannel behaviour becomes prevalent and platforms beyond your website factor into a search query, marketers must learn the possible ways that competition for customer attention can needlessly overlap.

One of those ways is SEO cannibalization, a condition in which multiple pages of a website give the same exposure for a given keyword in a search query.  

Keyword Overload: Too Much of a Good Thing  

Many managers mistakenly think having every page optimized for a given keyword is an advantage in search.

Instead, what happens is those pages compete against each other in that query, which actually narrows the scope in which the site (and business) is exposed online. 

In these cases, it’s unclear for search engines which page should rank for that term, and this, in turn, impacts how high all of the pages rank, lowering click through rates and conversions from search driven site visits.

Furthermore, analytic metrics associated with cannibalized pages skews any SEO input to digital ad and social media hashtags campaigns, since SEO results dictate strategy choices for keywords used in those campaigns.

Which means you could potentially have paid search campaigns competing for visitors. This is essentially throwing away a budget for an audience who would have otherwise arrived at your site — and your business — naturally.

Let’s say a bakery is using “pies” as the only keyword being used in the meta tags and URL sub directories.

The bakery, in this case, is signaling to the search engines that every page within the sites is about “pies,” without considering a variation on the products, such as a cobbler, tart or turnover.

To do a quick check on how your site presence appears relative to a keyword query, type “site: your website URL” and then the keyword in a Google search query box. What you’ll see is a list of the website pages that appear when the keyword is used, indicating which pages are potentially competing against each other.

How to Avoid SEO Cannibalization

If you feel your site contains some form of cannibalization, there are a few tactics available to reduce the condition. 

SEO Cannibalization
keywords metadata or seo concept with key and word

The easiest way to address cannibalization is to plan action phrases that elaborate on your intended keywords.

The resulting phrases should speak to customer needs or how your product and service addresses your customers need.

So to return to our bakery example, let’s say the preferred keyword is “apple pie.”

 In this instance you may want to use the phrase “apple pie delivery” — phrases that speak to services that a bakery would offer, as oppose to “baking apple pie” — phrases that speak to what a customer would do. In each instance, you have customers with different needs, and these customers would seek different solutions to those needs.

You can use micro-moments to turn keywords into action phrases with your intended audience.

This may sound like the “long-tail keywords” tip that has been used over the years.

But because of the use of voice assistants, customers are starting to use more verbs as well as nouns to describe their needs.

I explained some of this behavior in a previous post on word association

Word association behavior offers marketers an opportunity to digitally distinguish a business, product or service towards the type of needs customers raise frequently.  

A few other tactics can also be used to reduce keyword cannibalization.

Examine how you can redesign your site structure for better descriptions in the page URL, header and H1 element tags.

Make a table to map these website elements against the site structure.

You can then relabel with the keyword phrases coordinated against the structure. 

This activity may trigger the need for a site redesign, especially if you uncover new niches or customer behaviors.  

Create landing pages hosted at the same server as your site.

This means having those pages as a subdirectory of your main site.

Landing pages can spread the keyword usage, and introduce new choices for a search engine to consider.

Use this tactic as a temporary fix if a complete site redesign isn’t possible in the short term.

But marketers should consider a site redesign as a better option to take advantage of the latest web component elements and for better mobile search quality.

Apply 301 redirect page for pages that have been removed or to redirect the link relevance of duplicate pages to one single page.

Use the aforementioned site: URL search tip to help identify the affected pages and choose which page you want to highlight.

Your visitors will then land on the right version.

Keep Your SEO Hungry

No matter what kind of site you have, updating the SEO is critical for staying competitive.

Cannibalization is common in long-operating businesses that have changed products and services over time.

Evaluating how to minimize that cannibalization must be a part of a marketing plan to upgrade customer experience.

How design of a website affects its SEO

We all know the most commonly used terms in SEO revolve around keywords, brainstorming, and the content of a website, which plays a vital role in ranking it.

The whole design of a website is based on relevancy, and if there isn’t any, then Google can penalize for providing incorrect information.

This happens mostly when people are trying to use keywords more than the percentage described by the webmasters or adding information that is relevant but entirely misleading.

These problems can be fixed in a small amount of time and are easy to detect as well.

The next most significant factor for receiving penalties is duplication in content, and there are two reasons why this occurs.

If you are running a blog and you reposted your articles, second if you copied material from a site to use on yours.

There is a right way of doing everything; no doubt it requires a little bit of effort, but believe me, it’s worth it.

   Don’t Use Same keywords In Every Page

Using the same keywords throughout your website means you are competing with your own self and in this manner.

None of your pages will be able to rank properly as they are in constant struggle and are fighting to be on top with similar keywords and almost identical material.

You must use different keywords to rank each page of your site and interlink them to assist crawlers and visitors.

If they find useful content, they may move to the other page of your website as well.

   Prevent From Using Copied Content    

The bond of quality Content and SEO can hurl the ranking of a website.

It can only result when you are using the correct method and authentic material.

Else, prepare for unrecoverable penalties.

This cannot just be the case with you, there are several sites, and many plagiarists waiting to fetch quality articles.

Ranked sites do not really care, and they have people who regularly check if somebody used their material or not.

   Add Canonical Element In Your Republished Blogs/Post

Blogs do not go through such penalization issues; they just experience a decrease in their ranks.

Still, it’s not a good thing to republish articles if you are running a blog that receives significant traffic every day.

Sometimes it becomes essential to update an old blog, and there is an appropriate way of doing it without reposting the same thing that has a repetition of sentences.

You can use the Canonical tag to update the blog which will let search engines know that it’s a copy of another page along with its location.

In this manner, your blog will not be considered plagiarized, and your site pages will keep their ranks.

Ways to restructure your website

Several online tools can be utilized for this motive.

The only problem people have and are facing is the de-rank because of not interlinking pages and by adding unauthentic content.

It also decreases the crawl ability percentage of a website, which is the process in which a search engine understands what the site is about, by going through its pages and subpages.

Crawlers face difficulty and miss the pages that are not interlinked.

Also, if the content contains plagiarism, then this can be a worst-case scenario, so it is better to let the material of your site go through these programs available on the internet:

  • Plagiarism Detector

Plagiarism is copying or stealing someone’s content and taking credit for it.

If it is protected by copyright law, then it is considered a crime else, it reflects academic dishonesty.

There are basically two types of plagiarisms, one that is written directly with an intention and the other which is composed accidentally.

There is a chance that the words we use to construct common phrases are already being practiced elsewhere.

You won’t know that until you run a free plagiarism checker on your material.

Also, this tool can be utilized to check if the current material of the website is being used somewhere else.

It is essential to run a routine check on your content, especially if you have a site that is ranked.

Some people even take the whole content of the site to construct theirs, and it is imperative that you report them to Google.

  • Grammar Checker

Running a grammar checker becomes compulsory when you are not very good at English, and it can be because it’s your second language.

Also, it is used by professionals as well, to take care of their grammatical errors.

These tools assist you in removing any extra punctuation marks and fixing spelling errors.

According to the news, the future updates for search engines and tools used to enhance content quality will be based on AI.

All these programs will check the structure of your content instead of just suggesting word as synonyms.

We all are aware of homonyms, which spell and sound the same but have an entirely different meaning, which makes it difficult for bots sometimes to understand the content of a website while finding relevancy to the terms and creating a search index.

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