Or ‘secret’ words as one particular client of mine likes to call them, but honestly, there’s no black magic or secret formula involved, if you know your audience you should know your keywords.
A Keyword is simply a word that users commonly use when searching on the internet for particular information. If you get into the mindset of your users and understand the keywords they use when searching, then you can increase your keyword density (number of times a keyword is used on your site) to boost your natural rankings within search engines.
This is part of the Search Engine Optimisation (SEO) process which is fundamental to the visibility of your site against competing sites online. By knowing your target audience and optimising for their journey and not yours you will be favoured by the search engines and therefore they will recommend your site above others.
Get the basics right first. Make sure you have correctly identified your target market, understand the language they are using and try where you can to include these keywords in your site. You will of course still have to use the language that you need to sell your product or services so make sure that you don’t lose the relevance to your site along the way. The key is balance.
Get the balance right though and you will generate a higher volume of quality visitors to your site which in turn will help your conversion rates and boost your business.