Moving forward in or SEO guide we will discuss keywords. Using key words is important to both creating great content and satisfying the search engines. When designing your page you want yo use SEO keywords strategically to target within your sites content.
Keywords are great for answering questions about your audience. Questions like:
- What are people searching for?
- How many are searching for it?
- In what format do they want that information?
By answering these questions you can gear your keywords more effectively to your audience and find the most effective way to reach them.Once you understand your audience you will be able to strategize your SEO approach.
Before you can help build a business through SEO you have to learn and understand the business as well as it’s target audience. There are several questions you need to answer when trying to figure out a target audience.
- What types of the business’ product are people searching for?
- Who is searching for these products?
- When are these people searching for these products? (Is there a seasonal fluctuation?)
- How are these people searching for this product? (What words do they use? What questions do they ask? Are they using mobile or desktop?)
- Why are people searching for this product?
- Where are potential customers located? (Locally? Nationally? Internationally?)
This is a planning step that is often left neglected. But by remembering to utilize this step you can make your content much more targeted and effective.
What Terms are People Using When Searching?
Finding Terms or Keywords
You may have your own way of describing something but how are the potential customers searching for that same thing? Are they using technical terms or are they searching using a more natural tone and some slang? Understanding this will make the difference between a successful click or not even being visible.
Starting off you will have some obvious keywords ideas you want to use that describe the product or business you are working with. These words are great starting words but use them as starting words and research from there. Use a SEO keywords search tool and find out how those words and similar words perform on search engines already. Like mentioned earlier, your audience may describe things differently than you would. Also by using a search tool you may find some variations that you hadn’t already thought of.
It is also important to understand search volumes of keywords. Some keywords may have a high search volume which would mean high competition and the opposite for low search volume keywords. The higher the search volume of a keyword the more work would be required to achieve high ranking. If your competition is bigger companies, they usually hold the top 10 spots and could take years to beat their ranks. This also means it may be more effective to target less popular, highly specific keywords called long-tail keywords.
Another mentioning point is websites do not rank for keywords, they’re pages do. So use some variation. You could have some pages that focus on high competition words while others focus on low competition words. By keeping circulation between your pages the visitors can easily transition between your pages and further explore.
Long-Tail SEO Keywords
Besides having high competition on popular keywords, you also have to account for ambiguous intent. Some of these keywords are just so broad that they do not match what a potential customer is actually looking for. That is where long-tail keywords come in. By being more specific you will get less views but those views will have higher potential to convert.
Search Volume Strategy
Make sure you check out what keywords your direct competitors are using. You may have a list of keywords that you would like to use but it may be a better idea to use the ones that they aren’t. The other option is to use the keywords they are using and aim to scoop up their missed opportunities. It all depends on the situation.
Sometimes certain keywords are effected by season. For example, any Christmas themed keywords like “Christmas box” would peak later in the year from October to December. You can utilize this to bring holiday traffic to your SEO.
Then there are regional keywords. Not only do they have different dialects in different regions but they have different locales that you could target.
SEO Searchers Intent
Google bases its ranking on intent of the search and every query has one. There are 5 major categories of intent.
In Informational queries the user is searching for information. This could be a name or fact about somebody or even some historical information to complete a school paper.
Navigational queries are used to find a specific location of where something is located. For example, a search to find the homepage of NFL or even Facebook.
With Transaction queries the searcher is looking to make a purchase. This could be a plane or train ticket and searching for the best ticket to fit the user’s needs.
Using commercial investigation is when the user is comparing products or businesses of their interest. For example, a gamer may be looking fro a new console and would search the differences between a Playstation 4 and an Xbox One.
Finally, Local queries are for finding a local business such as a coffee cafe or restaurant.
Google has closely watched and analyzed the trillions of searches made on its search engine and will display the most common results. But there is also a locale aspect presented in it. For example, if you searched for “flower dress” you may see a shopping carousel of flower dress products but you will also see nearby shopping locations that may provide this product.
SEO Keywords Value
There are many accessible tools available to research the value of a keyword. One of these tools is Google Keyword Planner. Google Keyword Planner is the most common starting place for SEO beginners. It’s one downfall is it lumps keywords together into large keyword search buckets creating restrictions.
Google Trends is another tool that helps find seasonal fluctuations in keywords.
Google Correlate is a tool that allows you to see queries whose frequency follows a similar keyword to your keyword.
Now that you have a basic understanding of keywords it is time to use them and optimize your web pages. SEO is a learning process all the way but following one concept at a time is the way to successful SEO.