What Are the Key Keywords?
When you search for something on a Search Engine, you describe it through in a text field. The search engine matches your text with a list in its directory and shows you relevant results. What pages should appear on the top-to-bottom list relies on several SEO factors. One of these factors revolves around the use of keywords.
Keywords are ideas and phrases defining your topic and the content in it. In the context of SEO, they are phrases or words that an individual enters into the search engine query field.
For marketers, keywords act as a code to optimize their pages for search engine and help the user find relevant information belonging to specific words or topic.
In other words, your key keywords are something you want your website to rank for in the search engines. You want people to find out about your products and services without investing in a hefty marketing budget, and for this, keywords come as a rescue. Your keywords and SEO are interconnected, and you can’t optimize your website without doing thorough keyword research.
Keywords are the foundation of your SEO and are worth the time and investment to achieve higher relevancy in the search engine.
Unfortunately, many webmasters don’t spend time to research potential key keywords for their website, which goes against their interest. The lack of keyword optimization results in less traffic, less conversion, and fewer sales.
As an example, if you run a website that provides house maintenance services in California, then your keyword would preferably be “House maintenance in California” instead of “House maintenance.”
The keyword tells the search engine as to what your website has to offer against a user’s search query. It helps you to create content that ranks organically in the search engine and send visitors to your site.
Finding the Best Keywords for Your Website
There are several ways to perform keyword research. Tapping into the best keyword for your website can take time but is worth the cause. Below is a step by step guide to help you discover the best keywords for your brand or website.
Study your niche and brainstorm a list of keywords
To kick off the process of finding the right keyword, it is essential to think about it from a user’s perspective. To increase your chances of relevancy for search engines come up with a list of topics that are most important for your business.
Having extensive knowledge in your niche is also a great way to come up with such ideas as it can help you discover new angels of marketing and refine your SEO strategy.
If you are a PPC agency, what types of phrases and keywords you would want to target for your potential customers? You might think of something like “Launch my PPC campaign” or “The Benefits of PPC,” which is great. However, the problem arises when you don’t optimize your website for general keywords that are less competitive and have higher search queries.
For a PPC agency, general keywords would include “PPC advertising,” “PPC marketing,” or “PPC Channel.” These are the keywords that are likely going to have the highest search volume and will account for the highest traffic.
Check on your competitor’s keywords
Cut the time to hunt for keywords. There are high chances that your competitors might have already gone through the tedious and lengthy work of keyword research. You can check the keywords that they are currently ranking for and pick the best one for your website.
If you are not sure of your competitor, just input your key keyword in Google search query and see who ranks on the first page. Let’s say our Key keyword is “house renovation in Los Angeles,” and we enter this term in Google. Here is what we get
From a quick outlook, we can see the glimpse of our competitors. Next step is to analyze the keywords our competitor is ranking for in the search engines. There are many free and paid tools to do this; however; I usually recommend starters to begin with Ubersuggest. Entering the website into the query field of Ubersuggest, we can find the key keywords our rival is using to optimize its website.
Sometimes a single competitor can provide you with tons of keyword. But if you feel the need for more, you can enter several other competitors’ website and browse your way to unlimited keyword ideas.
Use a keyword research tool
Planning to rank for the best keyword for your site without in-depth keyword analysis? Think again! Checking out competitor’s keyword is sometimes enough to fill your list with tons of relevant keyword ideas. However, you should still perform a keyword analysis to find words that your competitors are not targeting yet.
Luckily, there are several free tools available to help you tap into greater opportunities by finding low, competitive keywords. One of the best is Google Keyword Planner, but there are more if you still feel unsatisfied with the board range of ideas on your hand.
Regardless of the tool, you move forward with; there is no clear cut way for finding the right keyword as it completely depends on your choice and nature of business.
Choose a combination of long and short tail keywords
Diversifying your keyword is a great strategy to rank for multiple keywords. There are two types of keyword a website can rank for in search engines. These include “Short-tail” keyword or a “Long-tail” keyword.
A short tail keyword is a single word, or a phrase less than three words. In contrast, long tail keywords are phrase containing more than three words and are queries that are less popular but bring higher conversions.
An example of a short-tail keyword includes the word “Pizza.” If you are a restaurant selling Pizza, then it might be great to rank No.1 on Google for this keyword. Ranking with keywords having more than 100,000 thousand searches a month means more traffic, but in reality, these keywords only make a fraction of total searches relevant to your niche.
Besides, short-tail keywords indicate ambiguous intent and can easily be outperformed by competing websites. There are also higher chances of you getting irrelevant traffic with such keywords as a person might be looking for “Pizza nutrients,” and your site might bump in.
Hence, it is important to include a mix of long-tail and short-tail keywords in your content and keyword strategy. Long-tail keywords are descriptive and often more specific to your brand or area. They are useful to target the potential customer instead of a general audience. A balance between long-tail and short-tail keywords ensures the relevant flow of traffic to your website and can provide some quick wins.
Don’t forget to check seasonal and regional keywords
Many industries experience seasonal trends. Seasonal keywords are great to attract visitors to your site during a specific time of the year. Keywords associated with terms such as Father’s Day, Valentines’ Day, etc. fetch a high amount of traffic in a defined period.
Using seasonal keywords are important to account for in your keyword list as they help to draw potential customers to your site. Finding seasonal keywords is also easy, and you can always keep a record of the changing trend using Google Trends.
Similarly, regional keywords also play an important role in keyword analysis. If you are a local business, selling products in a confined area, then you wouldn’t want to rank for general searches on Google. As a webmaster, you can target a specific location helping you to narrow down your keyword research.
Geo-specific keyword research can help you make your website more relevant to the audience and will likely increase your conversion rate. However, location-based keywords work best when you have a physical location, and your property is available on Google Business Listing.
Tap in your existing keywords
If your website is live for a while, you will probably be ranking in Google for a few hundred words. These keywords are perfect to kick-start your keyword research and benefit from the existing opportunity. A good way to find out keywords your website is ranking for is by using Google Search Console.
Google Search Console shows the average position for each keyword your website ranks for, and how many clicks and impressions it brings you. Drill down the list and check for keywords bringing the most impressions but fewer clicks, maybe it’s time to optimize them in your next content.
Study the Search Intent
Optimizing for a high-volume keyword to bump your rankings and traffic sounds pretty awesome but is not as simple as many people think. Google machine learning algorithms changes frequently to provide the best results for users.
These frequent changes mean more unplanned work and further dedication of resources to your website. To counter this effect, studying the search intent of the user is becoming a crucial part of optimization.
To better understand this strategy, it is a must to put yourself in the target’s audience shoe. So why would your potential customer search for your topic? What will be the key terms they will enter in a search query? And are they looking to shop something or just browsing for information?
Once you brainstorm the search intent behind your potential readers or customers, there are high chances of you fine-tuning your keywords. Finding 100s of keywords for your product or service is great. But finding keywords that exactly matches your target audience intent is something even better.
The Negative Keywords
Keyword planning looks simple but can be complex. There might be instances where you will spend countless hours to end up with a few relevant keywords. During this process, many marketers usually fall for bad keywords reducing their long-term conversion rate.
A bad keyword is a phrase or word you didn’t plan to rank for, but because of your existing keyword list, Google eventually ranks you against it. An example would include ranking for the keyword “Fruits” when you originally planned to rank for “Fresh Fruits.”
Benefitting from Bad Keywords
Well, bad keywords might look like a great chance to bring more traffic, but in the long-run, they can adversely affect website’s conversion rate. They will do this by sending irrelevant visitors and eventually hurting your brand and marketing budget.
To find the bad keyword you are ranking for, all you have to do is to run a search query report using analytical software, preferably Google Search Console. In the report, look for the keywords you didn’t plan to rank for but are constantly generating impressions for your website. To remove the bad keyword from your ranking criteria, drop it into the negative keyword list.
In the above scenario, dropping “Fruits” into the negative keyword list would eradicate the problem and will prevent the search engine from bringing irrelevant traffic to the website.
However, using the negative keywords or extending their meaning can contribute to maximum Click-Through Rates (CTR), increased subscribers, daily elevation in user traffic and the most importantly it turns out as an easy digital marketing solution. As a webmaster, you can benefit from the situation by searching for the replacement of the bad keyword. How about replacing the word “Fruits” with “Frozen Fruits” and adding it into your keyword list.
Besides, it is also essential to limit your keywords in content and don’t go overboard with it. Adding at least five keywords is preferred in your content, but if you are going for more than keep a regular check on their performance.
Once you have gone through the above steps, you should have enough insights into your competitor and niche to craft a competitive SEO strategy. Whether you are a blogger, a small business, or marketer, you need extensive keyword analysis to kick-start your marketing activities.
The good news about Keyword analysis is that it is easy, thanks to the several free tools available. Although it can require a significant amount of time, in the end, you will likely find a lot of keywords relevant to your niche.
As an end note, the trick for finding key keyword is to find search terms that highly relatable with regards to your product. The term should have a decent amount of traffic and shouldn’t be very competitive to help you rank easily.