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Is it a Good Idea to Optimize Your Website for General Keywords?

SEMrush Blog
Is it a Good Idea to Optimize Your Website for General Keywords?

Easy Does It!

SEO is more than a onetime do-it-and-forget-about-it service. It requires continuous updates, constant tweaking and above all, loving care. The SEO industry is ever changing which means that what worked yesterday might not be good enough for search engine positioning tomorrow. But before answering the question of if and why, we should optimize our website for general keywords. We should first break down the various adaptors (or some of them) in SEO webpage optimization and the use of general keywords.

SEO can be divided broadly into two categories, on-page and off-page optimization. Simply put, on-page optimization is concerned with everything that must be done in order to boost a page ranking in the search engine results pages (SERPs) on the webpage itself.

On-page SEO is also the most effective way through which one can easily promote a business and their business website online by using keywords for websites. That being said, there are various contributing factors in on-page SEO that aid in getting a website to a higher ranking on renowned search engines such as Google, Yahoo or Bing. Basically what on-page optimization does is it modifies the text and content of your webpage, making a very complex process but also an important facet of SEO. With that out of the way, we come to our next question.

What is a General Keyword?

The mantra of all SEO is, ‘Keyword is King”. Creating a website that appeals to search engines can be challenging, but it's very important to use most used keywords if you are looking to generate a steady stream of traffic, and this is usually where keywords come in. General keywords are typically defined as one or two phrase keywords. For those companies with a small budget, eliminating the general keywords is probably a good idea but for most companies, having general keywords in your PPC account is absolutely necessary.

Why are they Important?

Yep, you guessed it! The core benefit of general keywords is because they are used for branding purposes. The truth is that the general keywords are most likely to generate actual conversions or traffic. By having general keywords in your account, people who are looking for products/services but aren’t ready to buy yet will click on your ad or website to compare prices or get general information on your product or service. The bottom line is, if you don’t create brand awareness early on by using keywords for websites, how will a customer know that they should buy from you whenever they decide to make a purchase?

But Wait, There’s More!

Long, useful, inspiring and amusing articles target the long tail of keywords that your target market is searching with. Google gives us some help here. Google describes what, for them, is the perfect webpage on any subject is. Because some websites are meant for readers who want more detail on a subject, they should be more in-depth than most web content. To be specific, you don't have to write thousand words, when two pages with fewer keywords and more focused subject matter will perform better than one rambling unfocused article.

Essential Factors for Webpage Optimization:

These factors are essential in enabling a website to get a high ranking.

Meta Description:

Meta description directs more visitors to your website by using relevant keywords at the onset. Nowadays, most search engines use Meta description tags, most of the times and in most instances. It is an aspect of website coding and gives an overview about the website.

Page Title Tags:

In Page title tags, the first word that is placed is the keyword. It is used to direct more audience to your website.

Header Tags:

This is the best way through which you can communicate to the readers and get the search engines to recognize your website in the search results. Style and title tags are used for the general keywords in H1, H2 and H3. The header tags should be properly defined and highlighted.


The keyword is a very important factor in on-page SEO. It helps to improve the ranking of a website by search engines.

Content Management:

This entails the usage of unique content on each page of a website.

And, Finally

The benefits, I know. The following are some of the benefits of optimizing a website.

Generating Traffic:

Generating huge amounts of traffic is paramount to having a successful website and one method of generating traffic is referrals from other web directories. When a website is submitted to well-known directories, it can lead to listings in many other directories, since some directories rely on other website’s listings to build their database.

Most people use search engines to navigate through all the web pages online. In fact, eight out of ten people rely on search engines to find their way around the Internet, according to the eMarketing Association. Over fifty-four percent of experienced online shoppers depend on search tools to locate products to buy online, therefore, having search engine friendly content with more general keywords is a crucial element in attracting online consumers.

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