Identify & Use Effective Keywords to Build Your Brand Online
MARKETING
What Are Keywords and Why Do They Matter?
Keywords are the words and phrases people type into search engines when looking for information, businesses, or services related to a specific topic. Simply put, when you’re "Googling" something, you’re entering keywords.
Keywords play a crucial role in Search Engine Optimization (SEO)—a process designed to help a web page rank higher in search engine results. If you're not a marketing professional, SEO may seem complex, but understanding keywords is a great place to start.
For example, if you’re in a rock band and want to promote your upcoming shows, potential keywords for your website might include:
✔️ "Local rock bands"
✔️ "Rock band in [Your City]"
✔️ "Live rock music at [Venue Name]"
How Do Keywords Work?
Search engines rely on keywords to understand what your page is about. When someone searches for a term that matches your keywords, your page becomes an option in the list of results.
But there’s a catch: where and how you use keywords matters.
Your keywords should flow naturally within your content—not be awkwardly crammed in. Overloading a page with keywords in a way that disrupts readability is called "keyword stuffing", and search engines penalize sites that do it.
Additionally, search engines consider:
✅ Keyword Density: The right balance of keywords within the overall content
✅ Keyword Placement: Where keywords appear on the page (e.g., titles, headings, first paragraphs, image descriptions)
This is where a professional copywriter can make all the difference. They know how to seamlessly integrate keywords while keeping the text engaging and effective.
How Do You Choose the Best Keywords?
Choosing the right keywords is critical. The goal is to select terms that will actually drive traffic to your site or social pages. The best keywords are those that:
1️⃣ Are frequently searched – You want terms people are actively looking for.
2️⃣ Generate meaningful traffic – A keyword may be popular, but is it attracting the right audience?
3️⃣ Aren’t overly competitive – If thousands of other pages are using the same keyword, ranking for it will be tough.
This is where keyword research comes in. Guessing which words to use won’t cut it—there’s too much competition.
At Two Cats Creative Studio, we sometimes use a tool called Jaaxy to analyze keyword effectiveness. It provides valuable insights into search volume, competition, and ranking potential. If you'd like to try it out, use our link below for a free trial:
➡️ Jaaxy.com
What Comes After Keyword Research?
Once you've identified strong keywords, the next step is writing your content. Whether you work with a professional copywriter or write your own, these keywords need to be strategically placed in:
✔️ Website pages
✔️ Blog posts
✔️ Social media profiles
✔️ Product descriptions
✔️ Event promotions
If you’re writing your own copy, I highly recommend using Grammarly. It’s like spell check on steroids, helping you refine your writing for clarity, grammar, and readability. They offer a free version and a premium upgrade. Check it out here:
Tracking Your Keyword Performance
Using keywords isn’t just a one-time task. You need to track their performance to see if they’re actually driving results.
Key metrics to monitor:
📈 Traffic – Are more people visiting your site?
🎯 Conversions – Are they taking the action you want (buying merchandise, booking your band, attending your shows)?
If your goal is to sell more merch, are sales increasing? If you want to pack your next gig, did your efforts fill the venue? If not, you may need to adjust your strategy and test new keywords.
Need Help? Let’s Talk!
SEO, keywords, and content strategy can feel overwhelming, but you don’t have to do it alone. Whether you want help with keyword research, copywriting, or full-scale marketing support, Two Cats Creative Studio is here to help.
🚀 Let’s grow your brand, attract more fans, and boost your visibility. Reach out today!
TwoCatsCS.com
