One of the key aspects of an effective search engine optimization (SEO) strategy is the usage of keywords that convey relevance and value to visitors who search for the services and products you offer.

In a recent article, marketing expert Bryan Eisenberg talked about the 5 R’s of SEO as being content that has reach, is relevant, reputable, remarkable and readable.

But those essential truths won’t matter if you don’t use the right keywords in the right places to earn a high search ranking so that people can sample what you have to offer.

So to help boost your SEO strategy, here are three methods to make your keywords stand out in a way that will have a positive effect on your bottom line.

1. Repetition With Variation

You’re probably aware that you can’t overuse keywords in your quest to earn a higher ranking on a search engine.

That’s because search engines tend to punish sites that they view as using keywords for the sole purpose of attracting visitors, rather than as natural and relevant aspects of their content.

How do you avoid that?

Make sure that the most relevant keywords – which can be a single word or a phrase – are used repeatedly, but in different ways.

For example, a steam-cleaning business might use keywords such as “steam cleaning,” “hot water carpet cleaning” and “carpet steam clean.”

That repetition is artful and helps sell your business without gaining the attention of a search engine for overusing a keyword.

2. Include Keywords In Your Page Titles

At the very least, your landing page should include some version of your keyword or keywords.

Why?

Because this is the first page that visitors will see when they click on a search engine result, and it is the calling card for the products and services that you’re offering.

And as web developer Chris Pearsondiscusses in this article, search engines respond positively to unique headlines and unique content.

You can also boost your SEO by including keywords on each successive page on your site, although as advised above, you must utilize repetition with variation in order for search engines to index your keyword density in the most favorable way.

In addition, acquiring a domain name that includes one of your main keywords can also have a net positive effect on your search engine ranking.

3. Research the Keyword That Drives Your Business

One of the first rules of keyword usage to maximize SEO is you can’t select generic, non-specific words and hope to generate a high search ranking.

For example, a business that provides tax services, cannot choose the keyword “Taxes” and hope to do well SEO-wise.

Instead, keywords such as “Tax-deferred strategies,” or “Tax shelter plans for the middle class,” are far more valuable and will be rewarded by search engines for specificity and uniqueness.

But finding those specific keywords is only possible if you research keywords in your industry to determine how to hone and refine your keywords for maximum effectiveness.

One easy way to do this is to do a search for your keyword on a search engine, and analyze the related search items.

This can provide you with additional and unique words to add to your content that can better define to users what services you are offering.

Implement These Strategies Today

Because these three strategies aren’t expensive, you can implement them today to immediately begin improving your search engine rankings, and the number of visitors to your site. The important thing to remember is that keywords are a tool in the puzzle of SEO. But properly used, keywords can become the lynchpin of an entire marketing strategy that is designed to provide valuable, unique and specific information to users, and to rank higher on search engines that place a high value on outstanding content.