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SEO: Keywords

When it comes to SEO, keywords are vital, and applying an effective approach to finding the right keywords for your site will help drive organic traffic from search engine results pages (SERPs). It is important to recognise your keywords as they are the foundation for all your other SEO practices, making it very worthwhile to ensure that your keywords are appropriate for attracting the right visitors to your site. The words that you choose will determine what type of traffic you get. For this to work, you need to distinguish what words and phrases that your target audience will be looking for in order to find you easier. By using keywords to your advantage, you can rank higher on search engines and beat the competition. You can read further on the importance of SEO for your website and business here.

Different types of keywords

There are many different types of keywords but the most common are Short-tail and Long-tail. As the name implies, short-tail keywords are short and are usually made up of three words or less such as “Nike trainers”. Short-tail keywords are the most effective at generating visitors to your website, but they are also highly competitive. With enough patience, hard work, and correct approach, it is possible to rank for these keywords.

Long-tail keywords are more descriptive and allow you to target your audience more accurately, such as “used Nike trainers for sale”. As long-tail keywords are more specific, it is more difficult to reach a larger audience, but these keywords usually attract visitors who are looking for your specific product or service and are therefore more likely to buy.

long tail keywordsKeyword Research

Keyword research should be an ongoing effort in order to keep up to date with the everchanging algorithms Google uses to rank sites. Doing this regularly will keep you updated with the most popular topics, phrases, and content that your audience is searching for. From this research, you will be able to identify what content and keywords you can use for the future to be able to rank higher than your competitors.

Things to consider when researching keywords:

  • Search volume – Discovering if a keyword receives any searches is important in knowing how many people are using that keyword to find something online. If there are more people searching for a keyword, the harder it will be for you to reach that audience. Whereas, if the number is low for that word, then there is no audience available to find your content.
  • Relevance – Using relevant keywords will bring you more visitors. It may seem easy to discover new content for your site, but it can be harder than it looks. There are various tools that you can use to find unique and relatable content that customers will appreciate and help you identify the relevant keywords. Some useful keyword research tools: Semrush, Moz, Wordstream, Wordtracker, Ubersuggest.
  • Competition SERP difficulty – By having a breakdown of what your competition looks like and how their site compares to yours, you will be able to analyse the strength of the website and their keywords that you can adapt to improve your own rankings.

google search engine resultsHow to do keyword research

First, you need to begin by creating a list of relevant keywords you want to use to increase your traffic. It may be a good idea to make a list or spreadsheet of these keywords so that you can update them regularly. Once you have a list, you want to find out how difficult it is to rank for each keyword on a search engine results page. Use one of the keyword tools above to help you establish which keywords are popular and which ones are the most difficult to rank for.

Once you have an understanding of which keywords are most valuable to your site, you can begin creating a content strategy and adding these keywords to this. Read here on the importance of content marketing during a crisis.

Using keywords to create a content strategy

While sometimes you can start with a keyword and produce a piece of content based on that term, at times the content already exists and you need to be able to match this with a keyword that you want to rank for. One of the best ways to do this is to create a “content keyword map”, this will help you understand how well your current content is doing and identify weak links or opportunities.

content keyword map

Content keyword map (Credit: MoZ)

As we know, keywords define each post and page of your website, you can use them to organise your content and devise a strategy. This is where a “content keyword maps” comes in, you can build your spreadsheet with keyword search volumes, organic traffic, page authority, or any other metric important to yourself. With this tool, you can pinpoint keywords that you can use to create articles, blogs, and product pages that you can breakdown into your niche and target search page results.

Verb Marketing can help with your SEO and keyword optimisation

Verb Marketing has a team of SEO specialists who can ensure your website is fully search engine optimised to get it ranking highly in search engine results pages for your desired keywords. We do in-depth keyword research to find which keywords and phrases you should rank for to generate you the most revenue. To find out more about our SEO services, click here. Alternatively, contact us to arrange a free consultation.

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