Choosing the right keyword is one of the most important skills that has to be mastered by anyone who wishes to be a great Digital marketer or Internet Marketer. Actually, it would be more appropriate to use the term ‘keyphrase’ instead of just saying ‘keyword’. But let’s get started anyway.
Keywords (keyphrases) are what people type into a search engine to look for what they want. The search engine then finds the most appropriate results for that keyword or keyprase and then throws up the most appropriate results in the SERP (search engine results page). Of course, we all know that!
Best Examples of Choosing the Right Keywords for SEO
Let’s just imagine that you want to launch a website to sell dog food. How would you do your keyword research? Let’s try.
First just type ‘dog food’ in Google. Note that Google auto-suggest kicks in as you type and gives you a number of suggestions.
From the list of keywords provided by Google’s auto suggest, choose all those keywords that you think are most appropriate to your business. I would generally like to have at least 2000 or more words in each of my web pages. So, I would choose at least 4 to 5 keywords and then I would use a LSI keyword research tool like LSIGraph or Ubersuggest to find semantic keywords for each of the main keywords I chose. Remember, the idea is to keep at least one main keyword and three to four semantic keywords for every 150 to 200 words in a web page. You should also have at least a couple of relevant images for every page.
What are the different kinds of keywords that are used in SEO?
If you want to become an expert in knowing how to find the right keywords for organic SEO for your website or blog, you should have a good understanding of the different types of keywords that people use when they search for anything in a search engine, let’s just say, Google. So, here goes –
Keywords or keyphrases that are used to search the internet are broadly classified into the following types:
- Informational keywords (‘know’ category keywords)
- Navigational keywords (‘go’ category keywords)
- Transactional keywords(‘do’ category keywords)
WHAT ARE INFORMATIONAL KEYWORDS IN SEO?
Informational kewords, as the name suggests, are used by people when they are looking for some specific information on the web. For example: ‘where can I see white lions?’ or ‘When were the Egyptial pyramids built?’ or ‘How to search for keywords for my SEO plan? ‘ etc.
HOW TO MAKE USE OF INFORMATIONAL KEYWORDS AND SEARCHES USING INFORMATIONAL KEYWORDS?
If you want to make use of these kind of searches, make sure you post the right kind of content, related to your niche, which will provide your target audience with the kind of information they are looking for. You can probably start with writing great ‘how to ‘ articles, post infographics about any particular topic, post useful tips on how to get something done, create and post nice ‘how to’ videos etc. By doing all of this, you are positioning yourself as an expert in your niche and your potential customers may start contacting you for information, advice and suggestions which could translate into business opportunities for your company.
WHAT ARE NAVIGATIONAL KEYWORDS IN SEO?
Navigational keywords are those keywords which are used when a user is trying to reach any particular website. For example a user might want to reach, say Tekzilver, he would enter tekzilver in the Google search page or, if he is trying to reach Forbes, he would just type forbes in the search page.
HOW TO MAKE USE OF NAVIGATIONAL KEYWORDS AND SEARCHES USING NAGIVATIONAL KEYWORDS?
Do to the inherent nature of navigational keywords, there is not much we can do here to capitalize on them. It would be better to focus our attention on the other types of keywords.
WHAT ARE TRANSACTIONAL KEYWORDS IN SEO?
Transactional keywords or searches using transactional keywords are the ones we should pay a lot of attention to. Classified by Google as ‘do’ type – it just means that these keywords are used when a user has decided to make a transaction – like buy a product or service. Examples of transactional keywords could be ‘buy SEO package from Tekzilver’ or ‘pay for iPhone X’ or ‘purchase backlinks from Tekzilver India’ etc.
HOW TO MAKE USE OF TRANSACTIONAL KEYWORDS AND SEARCHES USING TRANSACTIONAL KEYWORDS?
Since we know that users who search using transactional keywords have already decided to buy or pay for a product or service, it should be that much easier for us to target these searches. Make sure that your landing pages are properly optimized with the right kind of content, add prominent CTA (call-to-action) buttons and provide user-friendly checkout options.
Let’s now look at another way SEO keywords can be classified. They are:
- Exact match keywords (short tail keywords)
- Broad match keywords (medium tail keywords)
- Long tail keywords
Exact match keywords are very generic keywords, one or two words in length, have very high competition and very difficult to rank for. Searches using exact match keywords form upto abot 30% of the overall searches.
Example of Exact Match keywords are ‘smart phone’ or ‘windows computer’ etc.
Broad match keywords are just that – they come somewhere in between exact match keywords and long tail keywords. They are generally about 3 words long.
Examples of broad match keywords are ‘google smart phone’ or ‘asus windows laptop’ etc.
Long tail keywords are those keywords which are at least four words or more in length. These keywords have low search volumes and are less competitive than the previous two types of keywords but form roughly 70% of the searches. The longer the long-tail keywords are the better the chances getting more targeted traffic to your website and the better the chances of conversion. Long tail keywords indicate a clear intent to look for a particular product or service. It’s a good idea to go for long tail keywords in your organic seo plan.
Examples of long tail keywords are ‘buy google android smartphone 15.5 inches’ or ‘buy Asus windows laptop Delhi’ or it could even be something like ‘how to search for organic keywords for organic seo’.
Understanding the different types of keywords used in SEO is key to knowing how to use them in your organic SEO strategy.
Where to use SEO keywords in a web page?
Once you have selected your main keywords and the LSI keywords for your web-page you should use them in the right places in the page. Use a combination of main plus LSI keywords. Some of the most important places you can use them are:
- In the page title tag. (max 60 to 70 characters)
- In other title tags in the page.
- In the Description tags.
- Image names. (160 characters max)
- Alt-tags for all images in the page.
- Headings (h1 to h6).
- In URLs.
- In Domain names.
- In anchor tags.
Note: It is a good practice to keep your title tags to a maximum of 60 characters to avoid truncation by Google’s SERPs. Alternatively, you can also check the pixel length of your page title using this tool. Did you know you can squeeze in a few characters more in your page titles if you used all lower case?
Keep your page descriptions to a maximum of 160 characters. Start your page description with an appropriate keyword and include at least one LSI keyword. Make sure your page description precisely conveys what your page is about to any visitor.
How to find keywords used in your competitors website?
If you want to have a good keyword strategy, you should also know what your competitors are doing. Get a good understanding of their keyword strategy, what keywords they are targetting, what keywords they are ranking for and leverage it to your advantage. There a number of applications that lets you actualy spy on your competitors. But at this time, I would just use SEMrush and the keyword research tool from The Hoth. You also can refer to this great article from Moz on keyword research.
Conversely, you can also use these tools to also analyze your own websites to check which keywords they are ranking for, which keywords are doing well and which keywords are not doing well in terms of SEO for your website. Understanding these variations will help you to choose the right keywords with better accuracy and you can expect better rankings in the SERPs.
Best Practices for SEO Keyword Research
There are a number of tools that will help you to choose the best keywords for your SEO plan. But as a good Digital Marketer, do not rely on one tool alone. Always continue to research and seek out new tools and new options and compare results with your existing SEO keyword research tools. You stand the risk of getting out-dated if you rely on any one single tool for your SEO strategy. Do not hesitate to check out combinations of various SEO keyword research tools.
Having a website that is properly optimized for organic SEO will result in huge cost savings to your company. If you are a big company with a lot of cash to spend, that’s a different matter altogether, but for smaller companies and start-ups, every dollar saved is a dollar earned. With some effort, these are things you can easily learn and improvise.
Choosing the right keywords is one thing but using them in the right context in the right content is most important to the success of your entire SEO plan. Make sure that your content is original and (i repeat) is at least 2000 words in length, not plagiarized and most importantly, conveys meaningful information to your visitors and potential customers.