Keyword Research For SEO: The study of keywords helps us to identify those strategic and relevant terms for the organic (and non-organic) positioning of a web page . It consists of knowing what and how users look for when it comes to issues related to the activity of my website.
Thanks to keyword research, we have the possibility to adapt our website to what users are looking for. That is, we may be able to meet the demand of that user and turn him into a potential customer.
It will help us predict market trends and discover new niches. For example, if my online business is an eCommerce of socks, with the study of keywords we can detect which patterns people are looking for or which fabrics are the most in demand.
Keyword Research For SEO
- Publish content that responds to the user’s demand when the user , after making the query in Google, has entered my website.
- Exact match keyword vs. Long tail keyword
- Is it better to be in the first position for a keyword that receives 1000 monthly visits or to appear in the first position of the ranking for 1000 keywords that receive 10 monthly visits?
This is where we see the value of the keywords called long tail (or “long tail”). They are terms or phrases that usually have a lower search volume, but a greater number of variations.
An exact keyword could be ” Flights to the Canary Islands “. Related long-tail keywords would be “ cheap flights from Madrid to the Canary Islands ” or “ how much does a flight to the Canary Islands from Madrid cost? ”.
Therefore, when we talk about long-tail keywords, we refer to a group of keywords that belong to the same family and that are characterized by having a low search volume, but less competition .
Why are long-tail keywords important for SEO?
By having less competition (we did not enter the war of Adwords, Shopping, My Business …), it is much easier to achieve a good position in the results ranking and, as a consequence, achieve a higher volume of traffic.
However, we should not ignore those keywords that are not specifically long-tail. An in-depth keyword research will include exact, long-tail, local, and brand keywords . With this, we can determine our online strategy.
For example, local terms, such as ” shoe store in Móstoles “, will help us to properly optimize our listing in Google My Business; or more exact keywords, such as “children’s shoes ”, with a higher volume of searches, will be interesting to bid on through an Adwords or Shopping campaign.
Process for doing a keyword study
If it is an active website, and our goal is to optimize for SEO, the first thing we will have to know is the current organic positioning status. With what terms am I occupying a place in the ranking of the SERPs? One way to extract the terms for which I have some visibility is through Search Console.
Within the search analytics section, we can see with which keywords we are receiving clicks and impressions and if they are related to what we offer on our website.
If, on the other hand, my website is under development or not yet active, the objective of keyword research will be to develop a web architecture and content based on the said study. One way to find out interesting terms for positioning is by seeing which ones my competitors are positioned with. A tool that helps us with this task is SemRush. From there we can export all the generic keywords (excluding brand keywords) by which my competitors are positioned.
Extract keyword suggestions
The objective of this work is to generate more ideas of keywords and terms by which I can position myself and thus gain visibility in Google. For this, we have several tools that will help us in expanding our list of keywords:
it is an interesting tool to extract new keywords and ideas from the most popular search patterns at the moment. One trick I’ve learned to get the most out of this utility is to include an underscore between two terms. Rand Fishkin tells more in this post.
On the other hand, if I search with the main keyword, I can see related Google searches at the bottom of the page. For example, if my main keyword is “online English course “, Google suggests other terms such as:
Google Similar Pages
This is a Chrome extension that helps you find websites similar to the one you are browsing . You can always use the search operator “related:”, but Similar Pages shows you the results in a more visual way.
There are many others, Google Trends , Ubersuggest etc.
This is also one of the most powerful tools to obtain a lot of related keywords. Your handicap? It does not provide many filtering options
How does it work?
You choose the source from where you want me to get the suggestions and related keywords. By default all are selected (Google, Bing, Yahoo, Amazon, eBay and Youtube).
You select the country from where you want to do the search.
You write the main keyword and the tool will start working offering thousands of keyword suggestions.
- Ubersuggest : the operation is similar to Keyword Snatcher. Get terms related to the principal alphabetically . For example, starting with the keyword “online English courses”, it will start with the letter “A”, taking keywords such as “online advanced English courses”, “online American English courses” … So on with the rest of the letters. Keyword Snatcher follows the same process as Ubersuggest, but it does so for each related keyword. For example, it would also pull up related terms alphabetically for “advanced English online courses”.
- Answer the public : perhaps this tool is not as well known as the previous ones, but it has great value, especially for extracting long-tail keywords . What it does is extract keywords in question form from a main term. Returning to the example of “online English courses”, I would extract the following:
- Keyword Planner Tool: the quintessential tool for Adwords campaigns, it is also an essential ally for any SEO. Not only because it offers you information on the volume of searches for the different terms and their evolution over the last year , but also because it also offers suggestions .
Another feature of this tool is that in addition to getting suggestions from a keyword, it groups these related keywords into ad groups .
With the Keyword Planner tool we can:
- Segment by geographic location and language
- Filter keyword ideas by including negative keywords
- Extract the average of searches
Another interesting tip about the use of this tool is the possibility of analyzing the keywords of a news related to the web that I am auditing or an interesting post, entering the URL in the Keyword Planner. From there I will be able to extract new terms.
The importance of “How to …?”
A few months ago Google launched a page showing the most frequent searches in the format How to…? . This type of question is very common within Google searches. It will be interesting to take it into account in our keyword research to try to generate content that answers questions of this type.
Google increasingly brings more prominence to the results with enriched fragments and featured snippets to answer these types of questions and place them in position 0 within the ranking.
How to use keyword Planner?
Here is the New Guide About Importance of Internal Lnking in SEO.