In this article, I will try to share a lot of what I have learned in recent years about keywords and, above all, how to choose them and what tools to use to verify their effectiveness.
What are keywords?
For those not interested in pursuing the topic further, keywords are simply terms that are inserted into a text to do your homework. For those, however, who seek to improve the texts in a manner consistent with the optimization of the page, the keywords are words or groups of words, as for our web agency in Barcelona, it would be appropriate to improve the keyword linked to seo as « SEO Agency Barcelona «. Keywords in certain contexts become the keys that allow you to open the first pages of the results provided by search engines.
To understand when and how the transformation of simple words into real keywords occurs, it is worth doing some practical examples right away.
Examples of keywords or keywords
The purpose of those, like us, who have a blog where they talk about web marketing and SEO is to provide information and then make the user converge to learn about our web agency and SEO agency and, why not, in the future become our client. also. .
While those who have an e-commerce selling photography accessories will have the intention of advertising their products related to the world of photography.
In the event that the owner of the site in question has to advertise a "35mm lens" of a particular brand, he will have to prepare a product sheet that talks about the difference in performance between an original lens compared to that of other brands. brands. .
Instead, the owner of a web marketing blog could simply write an article about the “advantages of SEO.”
What I put in quotes are the keywords, although they are clearly different types of keywords.
In fact, those made up of a maximum of three words are considered common keywords, while those made up of more than three words are called long tail keywords, or long tails.
Before understanding the difference between these two types, you need to know what keywords are used for and how this tool is best used.
What are keywords used for?
Before answering this question, we must remember that keywords are those words that users type into the Google box when searching for information about a specific topic or product.
The more words you type, the more specific the search will be and will express the user's needs in detail. Therefore, keywords for those who own a blog or an e-commerce are used to find their product, make themselves known to users and, consequently, strengthen their presence on the Internet and increase sales.
How to choose keywords?
Everyone knows now that people searching online hardly go beyond the first page.
Keywords have therefore become an indispensable tool.e for those who aspire to position themselves at the top of Google search results.
To choose the right keywords, it is necessary to take into account that all online purchasing processes are carried out according to a very specific scheme.
Everything arises from the user's need to acquire or consult about a product or service.
Keywords bring organic search to SEO and leads to Google ADS.
Once the investigation is completed, the potential buyer evaluates the alternatives available to him and, subsequently, decides whether or not to buy the product.
Therefore, if we want our site's offer to win the competition, we have no choice: we need to identify the keywords capable of attracting users' attention.
Difference Between Informational Keywords and Commercial Keywords
In this sense, it is essential to know the difference between commercial keywords and informational keywords. The first type of keywords are those used by users who have identified their specific need and already know what to buy to satisfy it.
To give an example, those who intend to improve their site with SEO and want the physical presence of a professional or an agency will simply write keywords with the city of residence inside, such as » SEO Agency Barcelona » or » SEO Consultant Barcelona «.
Informational keywords, on the other hand, are those used by users who know they have a need, but aren't sure what to do yet.
To stay with the same example as before, in this case the user will type keywords like "how to improve traffic to your site."
Choosing specific keywords for those who have to sell their products online is therefore essential.
The most common mistake that e-commerce site owners make is precisely that of using terms that are too general or, in any case, using other terms that are rarely used.
The secret to not falling into this trap is to think with the client's head. Who are my clients? Why should they turn to me? These are the questions that need to be answered before choosing keywords.
Once the starting point has been established, you can move on to the practical part to try to optimize your website as it should.
Useful indicators to do good keyword research
The choice of keywords is based on the following 4 indicators.
- Search volume
- Relevance and relevance
- Law
- Long tails
Search volume
Search volume measures the numerical average of searches performed on Google per month. Words with a higher search volume mean they are searched for more on the search engine.
Relevance and relevance
The concepts of relevance and pertinence are concepts to take into account. These are values that reflect the relationship between the page in question and the keyword being considered. Are you talking about SEO for example? There is no use talking about a topic that has nothing to do with it and trying to force the hand, for example, to position the keyword "Social Media" or even off-topic things that really talk about other contexts.
We always remember that the keyword must be inherent to the context we are talking about and that Google no longer falls into the cheap games that were used many years ago.
Law
The third indicator, often the most underestimated, is that of competition, that is, following competitors to learn, be inspired and correct the shot.
One thing we repeat to our clients for transparency and fairness is to avoid competing on keywords with giants like Apple, Amazon, etc. The results can be obtained perhaps by targeting long-tailed or long-tailed words.
What are the words long tail or long tail?
Ok, now that we start to get a general picture about choosing keywords, it is correct to talk about long tail. As mentioned above, by long tail we mean keywords that consist of more than three words. Now we will give some examples. Sometimes it is really difficult to attack sectors where the "web giants" reign or where there is a lot of competition. It is precisely in this case that long lines come to our aid. As?
Suppose our “SEO Agency in Barcelona” would like to take on Barcelona companies as clients. Obviously, for some keywords like “SEO in Barcelona” or “SEO agency in Barcelona”, the competition is quite big and we must relate to our competitors. Furthermore, we could not directly reach our target or companies that want to do web marketing in Barcelona, but, for example, we would also reach individuals.
In this case, would a good strategy be to try to position a good long tail? An example could be “web marketing for companies in Barcelona” or “SEO agency for companies in Barcelona”.
The competition would be less and the public would be highly profiled to become our client in the future. About the long tail we intend to do a very complete article soon, since the well-profiled long tail are undoubtedly the keywords closest to conversion.
How to find keywords?
Identifying the right keywords for your e-commerce or blog, as we have seen, is only the first step to take. Immediately afterwards, it is necessary to brainstorm ideas that include all the elements that characterize our business.
Use free keyword research tools
After brainstorming and creating keywords, using Keyword Planner, a service made available by Google for Google Ads advertising campaigns, it will be possible to analyze all the selected keywords based on positioning difficulty and volume. search for each of them.
But that's not all, because again through Keyword Planner, by clicking on the “Tools” section, it will be possible to search for your keywords and obtain data and trends in monthly search volume.
Another step that those who aspire to better positioning must take is to take into consideration what their competitors are doing.
Another very good tool that we talked a lot about in another article is Ubersuggest. I invite you to read the guide to doing good keyword research on Ubersuggest.
The highest paying keyword research tool
There are some great paid SEO tools out there and obviously, in our opinion, they are really next level than the ones above. The best for keyword research in our experience is definitely Seozoom. The basic plan is really affordable and Ivano Di Biasi and Giuseppe Liguori are always willing to improve the tool day after day.
Analyze the competition and the keywords they have used
Competitor analysis is not a piece that should be neglected; on the contrary, competing companies can even become a point of reference.
With a thorough analysis it is possible to know which keywords your competitors are positioning for and in an initial phase in which our site does not have authority (that is, it is still unreliable in the eyes of Google) we can point out the ones left by them. to acquire traffic and users, and then try to challenge again at some point.
Simply go to their sites and do an analysis. A good way is to look at the titles of the articles (H1), the words in bold, the highlighted sections, how the images are renamed, as well as the language used and the way of dealing with the potential client.
In conclusion, after selecting keywords, you should monitor your ranking data.
How to track keywords?
Typing the keyword into the Google search bar may not be enough, as results are often influenced by factors such as IP or geolocation.
Also in this case, using a special tool saves time and obtains much more reliable data. Seozoom in this really helps. Free instead, one of the best is Serprobot which allows you to constantly monitor the performance of a site's keywords even if there is a limit unlike Seozoom.
Specifically, these tools show, once the keyword has been entered, the pages associated with relative positioning, as well as data on monthly visits and deterioration or improvement in the page's ranking.
