Keywords are it...
If you wanted to boil internet marketing down to single starting point, keywords are it.
A keyword is a word or phrase that a person uses to gather information on a topic online. People can enter keywords into search engines like Google and Bing or social media sites like Facebook, Twitter, and LinkedIn.
You need to optimise your website and social media profiles around the keywords that are relevant to your business and that consumers are using to find you online.
This will increase your chances of getting found by people searching with those keywords, which will drive more and better quality traffic to your business website.
Think like you’re using the brain of someone searching for your product online, through a search engine or on social media. For small- and medium-sized businesses, your keywords are not your brand name. Instead, think of words and short phrases that get to the core of what your product or service is about.
The keywords you choose should be based on difficulty and relevance. Some very general words, such as “marketing” or “business”, are very competitive, making it harder to rank well for them in search engine results. If you are a small- to medium- sized business, you should choose less competitive keywords, more specifically related to your business (these are commonly referred to as longtail keywords). The greater the volume of searches on a keyword, the more competitive it is.
Now that you’ve chosen your keywords, you should incorporate them into your website.
Optimize your website to include mentions of these words in key places. For instance, the images you use, especially those on the home page, should include alt text that reflects your keyword strategy.