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Keyword Research Tour Guidelines 101: Steps For Choosing the Right Keywords for SEO

What Is a Keyword?

A keyword is an important ranking factor used in determining where to rank your content in search results by Google. By choosing the right one, Google will understand what your content is about, allowing a  response to a search at the perfect time.

Now Let’s Take Our First Step: Keyword Research

As you already know, there are a lot of keywords used to meet the needs of both you and those who search online. Here is what you will need to come up with a list of words and phrases to optimize your results.

Set up your own niche you want to work on (set it carefully as your niche decides what kind of audience you’ll bring or will need to attract with your content). Knowing your niche will give you a good idea of the kind of knowledge each user will have at each level of their interaction with you.

If not, keep yourself in the shoe of the customer and think about what you would search for if you were that particular user. It’s key to keep track of your keywords, so prepare a spreadsheet that will allow you to export data as Excel or CSV files. 

Understanding Types of Keywords:

  • Head keywords have a high search volume and contain just one or two words.
  • Body keywords have good search volume, neither high nor low and consist of two to three word phrases.
  • Long tail keywords carry a low search volume and string four or more words together.
  • Semantic keywords are related to latent semantic indexing (LSI). LSI is a bit like search engines (identify patterns in the relationships between the terms and concepts contained in an unstructured collection of text), using word association to decide what you’re really looking for.

For example, if you were searching for “shotgun,” in the search engine, you would use the context you provide with other search terms to determine what type of information you are searching for. For example: “shot gun used in different games, or shotgun used in song lyrics available on Google.

  • Seed keywords are phrases that work as building blocks of your keyword list without a modifier. For example, “Nike shoes” is a seed keyword, while “casual Nike shoes for girls” is considered long tail.

You can find related terms by using the LSI Graph, mentioned earlier. To get a long list of related terms to add to your list just type your search term in the box.

You can also find out the search terms that are already bringing people to your site by using Google Analytics and Google Search Console.

Using Google Analytics: go to Acquisition » All Traffic » Channels and click on Organic Search in the table.

A list of phrases will be shown on your screen. Typically, the largest group will be “not provided”, which are an outcome of encrypted browser searches.

If your Google Analytics account is linked with your Google Search Console account, then while you’re in Analytics, go to Acquisition » Search Console » Queries. More data will be shown, and fewer “not set” keywords.

Some other places where you can start identifying keywords are:

  • Social media hashtags have necessary keywords, so focus on what people use when sharing your content.
  • Categories on Amazon and book titles.
  • Blog comments, preparing notes of when people ask about particular topics.

Keep in mind that local searches have become more important as more people go mobile. If your market operates a particular locality, a place name can also be a supporting search term modifier, so, judge it as part of the keyword generation process.

The above mentioned methods are just starting points for your research.

How and Where to Use Keywords in Content

Optimizing your content using keywords is a whole different topic, but you can start with it by following these tips:

  • Your page title- this includes the actual title and the SEO title. The title is a clickable link you see in search results, and a starting point for Google determining relevance.
  • Content’s meta description- This will automatically come from the first 160 characters of your content if you are not using an SEO tool. It is also a good spot to place keywords. 
  • Social media updates and links- This may already be part of the title if you’re sharing site content, but you should add an appropriate hashtag to help people refine their searches. 

Why keyword is mandatory in ranking

  • It delivers the content strategy topic by helping you get into your customer’s shoe. Eventually knowing the intent of your target audience, you can profoundly optimize your content to provide the answers they need.
  • ‌Principally, the term keyword research is not confined with only “creating content,” it covers all marketing and promotional activities including email marketing. Dimensionally it also assists with competitive research and pay per click advertising.
  • ‌Keep yourself updated with the competitor’s targeting keywords; it helps improve your own content strategy.