INTRODUCTION:
In SEO terms, keywords are the words that businesses will specifically “target.” That’s why you may have also heard the term “target keywords.” The ranking of which keywords are sorted in Google Search will determine which words and phrases are most often searched.
Search engine algorithms are pretty smart. They can now auto-detect keywords and rank pages automatically based on their keyword optimization. The more keywords that you sprinkle throughout your web content and blogs, the more likely it is that people will find your site via search engines.
Basically, what this means is that when a website is optimized, it “speaks the same language” as its potential visitor base.
ROLE OF KEYWORDS:
Keywords are the bridge between SEO and consumers that help connect these searchers directly to your site.
Developing a thorough list of keywords should be the very first (and most important) step in your SEO initiative. Though oftentimes tedious, it’s well worth the time and effort to ensure that your keywords are as relevant as possible.
And now it’s time for you to put these keywords to use.
KEYWORD RESEARCH:
Before keyword research, ask questions
Before you can help a business grow through search engine optimization, you first have to understand who they are, who their customers are, and their goals.
This is where corners are often cut. Too many people bypass this crucial planning step because keyword research takes time, and why spend the time when you already know what you want to rank for?
The answer is that what you want to rank for and what your audience actually wants are often two wildly different things. Focusing on your audience and then using keyword data to hone those insights will make for much more successful campaigns than focusing on arbitrary keywords.
Here’s an example. Frankie & Jo’s (a Seattle-based vegan, gluten-free ice cream shop) has heard about SEO and wants help improving how and how often they show up in organic search results. In order to help them, you need to first understand a little more about their customers. To do so, you might ask questions such as:
What types of ice cream, desserts, snacks, etc. are people searching for?
Who is searching for these terms?
When are people searching for ice cream, snacks, desserts, etc.?
Are there seasonality trends throughout the year?
How are people searching for ice cream?
What words do they use?
What questions do they ask?
Are more searches performed on mobile devices?
Why are people seeking ice cream?
Are individuals looking for health-conscious ice cream specifically or just looking to satisfy a sweet tooth?
Where are potential customers located — locally, nationally, or internationally?
And finally — here’s the kicker — how can you help provide the best content about ice cream to cultivate a community and fulfill what all those people are searching for? Asking these questions is a crucial planning step that will guide your keyword research and help you craft better content.
What’s that word mean?
Remember, if you’re stumped by any of the terms used in this chapter, our SEO glossary is here to help!
See Chapter 3 definitions
What terms are people searching for?
You may have a way of describing what you do, but how does your audience search for the product, service, or information you provide? Answering this question is a crucial first step in the keyword research process.
Discovering keywords
You likely have a few keywords in mind that you would like to rank for. These will be things like your products, services, or other topics your website addresses, and they are great seed keywords for your research, so start there! You can enter those keywords into a keyword research tool to discover average monthly search volume and similar keywords. We’ll get into search volume in greater depth in the next section, but during the discovery phase, it can help you determine which variations of your keywords are most popular amongst searchers.
Once you enter in your seed keywords into a keyword research tool, you will begin to discover other keywords, common questions, and topics for your content that you might have otherwise missed.
Let’s use the example of a florist that specializes in weddings.
Typing “wedding” and “florist” into a keyword research tool, you may discover highly relevant, highly searched for related terms such as:
Wedding bouquets
Bridal flowers
Wedding flower shop
CONCLUSION:
In the process of discovering relevant keywords for your content, you will likely notice that the search volume of those keywords varies greatly. While you definitely want to target terms that your audience is searching for, in some cases, it may be more advantageous to target terms with lower search volume because they’re far less competitive.
Since both high- and low-competition keywords can be advantageous for your website, learning more about search volume can help you prioritize keywords and pick the ones that will give your website the biggest strategic advantage.
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