Keywords hold a special position in search engine optimization (SEO). They reveal everything about a website’s content and help search engines find out the most relevant results as per the search terms. That’s the reason professional SEO services or digital marketing services providers always emphasize finding the right keywords.
It is extremely crucial when it comes to enhancing a website’s visibility and can mean the difference between the success and failure of its SEO efforts. In this blog post, we discuss the nine tried-and-tested methods that every business and digital marketer can use to select the right keywords.
1. Analyze the search intent
Anyone who is doing an online search is looking for something. There is always intent behind a search. Analyzing it can help in selecting the right keywords for search engine optimization. To do that, think like a customer. The best way to analyze search intent is to delve deep into the search engine result pages. Type a certain keyword into the search bar and observe what terms appear in the search engine. This is the best way to determine whether or not the keyword is relevant to the target audience.
2. Consider the search volume
Search volume determines the number of people searching for a particular keyword in a given time. Relevant and useful keywords have a high search volume. Using tools such as Google Trends, Google Keyword Planner, Moz Explorer, and others will help in finding the search volume of a particular keyword. The tools give detailed volume data and metrics for a specific month or year.
3. Analyze the competition
After finding the search volume for a particular keyword, analyze the competition. With increasing search volume, the competition also increases. Determine the keyword competition by finding out the number of websites competing for the exact keywords. Also, find out if the sites have link authority and are well optimized. Tools such as SEMrush, Google Keyword Planner, and other tools can find out keyword difficulty (KD) for each keyword. The good keyword competition score is between 30 and 70 percent. It is best to select the ones that have high search volume and moderate competition.
4. Determine the right types of keywords
The next step is to find the right types of keywords for website content and SEO efforts. There are different types of keywords, some of which include:
- Short-tail keywords (also known as broad, generic, or head keywords)
- Mid-tail keywords
- Long-tail keywords
- Commercial keywords
- Transactional keywords
- Informational keywords
- Navigational keywords
- Product defining keywords
- Customer defining keywords
- Geo-targeting keywords
- Intent targeting keywords
With increasing focus on local SEO and voice search, long-tail keywords (with more than four words) are getting more preference over short-tail and mid-tail keywords (between one and three words). Also, geo-targeting, intent targeting, and customer targeting keywords are gaining more popularity. Determine the right mix of short-tail, mid-tail, and long-tail keywords to ensure the page has all relevant search terms. Hiring a professional SEO services provider can help you with selecting different types of keywords as well as creating high-quality content for web pages.
5. Select primary and secondary keywords
After selecting the right types of keywords, divide them into two categories—primary and secondary. The former are the main keywords you intend to rank for. The latter are various versions of the primary keywords. Secondary keywords are crucial as they support the primary ones and provide more information about the content. After listing all keywords, split them into primary and secondary keywords. Some other ways to find secondary keywords include taking the help of Google Autocomplete, finding the synonyms of the primary keywords, using keyword research tools, just to name a few. Taking the help of professional SEO services can help in finding primary and secondary keywords.
6. Leverage LSI to refine the list of keywords
Latent semantic indexing (LSI) is a method that search engines use to find out accurate information from a search term. Using the model, Google finds out the search intent of a user through their keywords and comes up with the relevant results. Webmasters and digital marketers can leverage LSI to find the best possible keywords and enhance their SEO strategies. The autocomplete feature and related searches at the bottom of the search engine results page can help in refining the keyword list.
7. Use local variants of the generic keywords
Local businesses need to tailor their digital marketing and SEO strategies for better local visibility and searchability. If you are a local business, use local variants of the generic keywords and create content that is relevant to the location you are operating in. This is one of the best ways to have an edge over competitors in a hyperlocal business.
8. Optimize landing pages to link with keyword selection
Landing pages have highly targeted content, so keep them in mind when selecting keywords. Optimizing landing pages will ensure that the selected keywords will work well with the title of the page, the headings, as well as the alt image tags. It is best to dedicate one landing page to each keyword. This will avoid keyword cannibalization and will prevent more than one landing page from competing for the same keyword.
9. Consider page-level and domain-level relevance and analyze the outcome of keywords
Every page and domain in the website will have its own set of keywords and authority. When planning an SEO strategy, consider both domain-level and page-level relevance. After that, find out the performance of each keyword. Some keywords may perform better than your expectations and some may not perform as expected. After selecting the keywords, make sure to track them and analyze the outcome.
Overall, it may be said
When it comes to SEO efforts, selecting the right keywords is the key to success. Knowing the different types of keywords and finding the balance between primary and secondary ones is crucial. Professional digital marketing and SEO services can help in keyword research and finding the right ones for effective SEO campaigns.