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At #TeamOnsharp, we’re always looking for ways different industries can improve their websites. Right now, we’re focusing on the engineering industry and how using keywords is a necessary component to making sure your engineering website doesn’t hit rock bottom when it comes to search engine optimization (SEO).

So why do keywords matter when it comes to SEO? If you didn’t already know, keywords have a search volume and difficulty score affiliated with them. Search volume stands for the number of searches that keyword receives on average. These search volumes can range anywhere from 0-50 to 100K-1M. Difficulty score (also known as a competition score) represents a prediction of how difficult it will be for your website to rank for a keyword. This score is based on factors like competition from other websites for that keyword, your current rank, and domain authority. The higher the percentage, the more challenging it will be for you to rank for a particular keyword.

Integrating keywords with high search volumes and low competition scores in your engineering website content, page titles, and meta descriptions will help boost your SEO, which will result in reaching your target audience. If you’re looking for specific keywords to analyze for search volume and difficulty score, use the Google Keyword Planner to see where you rank on the keywords you’re currently using (plus get some ideas for new ones to add to your content!).

Now that we’ve given you a taste of what search volume and competition scores mean, let’s go over how to effectively use keywords throughout your content so your engineering website can show up in the first organic results on Google.

The Most Important Places to Use Keywords

Page Title: A page title is the main text that describes your web page. Your page title won’t appear on the page itself but will show up in search results and in your page URL. Search engines will pull up pages that have relevant keywords in their page titles, so make sure to include your keywords here. 

Meta description: When you search for something on Google, the meta description is the information that’s displayed underneath the page title. If you include specific keywords to what your website is about, Google will bold the keywords you searched, which will help make your site seem more relevant than your competitors. For example, here’s what it looks like up when we searched digital marketing Fargo for Onsharp:

On-Page Body Content: This is the main written text on your website. Keywords should be mentioned several times throughout your content. Integrating them naturally is the best way to get high results without people noticing that you’re using the same words repeatedly.

Using Different Types of Keywords

As a best practice, you should target one keyword per each page, then target multiple variations of that keyword on the page. Google recognizes different variations of keywords and will consider that when ranking your engineering website. 

Here are some examples of what you can do to optimize each post with multiple keywords:

Synonyms: People conduct searches with various engineering terms. To reach the different audience members, you should include the synonyms of keywords you’re targeting.

  • Examples: architect, builder, designer, director, investor, manager, planner, survey, assemble, set up, fabricate

Subtopic Terms: While your blog posts or engineering content may revolve around a single topic, there are often times sub-topics integrated within them. Use these topics to brainstorm additional keywords you could use to target your audience.

  • Examples: Mechanical, Electrical, Civil, Sustainable, Commissioning

Keyword Phrases: Instead of using single keywords, keyword phrases helps search engines match users to results that are more relevant to them. While these phrases are longer than typical keywords, they can be helpful to include.

  • Examples: engineering firms in Fargo North Dakota, good engineering firms in Fargo North Dakota, sustainable engineers in Fargo North Dakota or Minnesota, engineering firm near me

How Often To Use Keywords

There isn’t a magic number of how many times you should use keywords. However, it’s important to avoid keyword stuffing and make your content sound natural. If you utilize different variations of keywords in the right places, you should be good to go.

Here’s an example of how to use a particular keyword set on your engineering website:

Target Keyword: Mechanical Engineering

Page Title: Mechanical Engineering | Company Name

URL: www.nameofcompany.com/mechanical-engineering

Body Content: We specialize in mechanical engineering services for building systems in the Fargo area.

So how does your engineering website rank when it comes to using the right keywords in your content? Have you hit rock bottom in search results? You don’t have to stay there. Let us help you create and implement a successful keyword strategy so your engineering website will show up in the first organic search results.