Keywords are the basis of the semantic core, which is the foundation of any site. To attract the maximum traffic to the site, you must know how to select and analyze keywords correctly. This post will consider the main mechanisms and tools that allow us to do keyword research quickly and efficiently.
1. What are Keywords?
Keywords on the site are phrases that people use to find pages with the necessary information through search engines. SEO optimizers collect maximum requests to make a semantic core and structure the website content.
Using keywords in the text is necessary for a good ranking of the site pages, and the main thing is not to spam with keywords. Otherwise, search engines can filter certain pages or the entire resource. Keys should naturally fit into the informative text and correspond to its subject. They can be used not only in a direct form but also with minor changes, by adding other words, etc.
In addition to search engine filters, an excess of keywords also irritates readers with the intrusiveness and unnaturalness of the text. Potential clients will only trust a site with a product description that sounds normal and natural.
2. What Role Play Keywords in the Text
Keywords differ in popularity and competitiveness, as well as in the context in which they are used and geographic location.
According to the frequency of use, the keys are divided into the following groups:
- High-frequency requests are those that people use most often. As a rule, they consist of one to three words and, depending on the topic, can be requested from thousands to millions of times a month. To find the most high-frequency keywords for the site, first of all, focus on the key that characterizes the direction of your activity. Then add the necessary amount of high-frequency keys to promote them on the main page. Later, to measure effectiveness, use SEO keyword research tools and make changes if needed.
- Medium-frequency requests usually consist of several words. They are requested regularly but less often than high-frequency ones – from 200-300 to a thousand times a month. Such keywords are optimally suitable for the named categories of goods and sections of the site.
- Low-frequency queries are keywords used less often than the previous ones, depending on the topic’s popularity – from 100 to 900 times a month. As a rule, such keys are quite long and easier to promote, even on a young site. They can also be added to individual website pages within categories and subcategories.
Thanks to many pages optimized for low-frequency keys, the site will receive stable traffic, even if you don’t use high-frequency and medium-frequency keywords for promotion.
3. What Is Keyword Research, and Why Is It Important?
Keyword research helps to understand what words and phrases your target customers use when looking for your service or product on the Internet. This process also includes analysis, comparison, and prioritization of the best keyword opportunities for your resource.
Keyword research is the only way to determine what people seek through search engines. You need to know this information to generate content that is useful for clients. You can conduct keyword research for E-commerce in two main ways:
- From scratch using Google keyword research tools;
- By analyzing competitors’ web resources.
4. How to Choose Good Keywords that Work?
Before starting keyword research, it is necessary to understand the various factors that influence the selection of good keywords. Let’s consider a few essential recommendations for this.
Number of Search Requests
You can use many free Keyword Research Tools to define the number of search queries.
A large number of matched searches means many users are searching for this word. Also, many requests for a search may indicate high competition for ranking. It is necessary to remember to compare the number of search requests with the difficulty of ranking, which concerns the authority of the site’s domain. Practical experience has proven that all words searched more than 20 times deserve your attention.
Complexity Rating
Competing with existing search results will be challenging if your keywords have a high complexity rating. Sooner or later, everything will depend on the authority of your site’s domain in a narrow niche.
For example, Ahrefs can provide a helpful keyword research tool that helps determine your position in domain authority (“domain ranking”). It is based on the backlinks you use.
In general, if you have a new site, you need to be at the lowest level of keyword complexity. Finding relevant search terms becomes more difficult as their complexity approaches 100.
Search Relevance
When you find keywords with a high number of search queries and want to rank for them, consider their relevance to your site and your product or service.
To put this in context, consider the value of 8-9 competitive leads attracted by the search of more than 1,000 unqualified visitors. The user will never buy anything and immediately leave the page when your site cannot provide what they are looking for due to inappropriate relevance.
5. How to Find Your Place in a Relevant Search
Before making decisions about your keyword strategy, you must establish baselines. This can be useful in directing your efforts to create new content or make changes to the old text.
Use Keyword Rank Tracking Tools to Measure Effectiveness
If you are already creating your e-commerce site and want to include keywords there, it is better to start using the Keywords tracker. This will help you determine your place in a relevant search.
- Review the Performance Report to find the keywords you actively use and determine their average position in the search. Also, you will need to manually add your keywords to those already offered in the report.
- Further, such a check should be carried out regularly. In this case, you will be able to improve your content when its rating starts to decrease in the middle positions.
- A drop in your ranking will alert you to the necessary updates to maintain your position on the SERPs or search engine results pages.
Follow Your Competitors
Having determined the place of your site in the rating, it is worth checking the rating of your competitors. You can decide on the amount of work needed to have the first position, get ideas, and focus on analyzing your keywords.
This is especially true for E-commerce because it will lead to a loss of conversions if you are not at the top of the ranking. If the competitor is the first, and you are in second place in the ranking, your company may lose about 50% of traffic due to this request.
When analyzing competitors, you need to look at the following positions:
- specific keywords they are looking for;
- their Page Authority;
- their Domain Authority (based on backlinks);
- find out where their backlinks came from so you can use them for guest posts or collaboration.
A good option will be using SEMRush Keyword Research Tool to perform competitor analysis. This tool helps to conduct research on your competitors for both SEO and PPC.
Use Long-Tail Keywords
Long keywords cannot help your SEO strategy because of enormous competition and relevance issues.
Consider Long-Tail Keywords optimization, especially on your blog post pages or product pages. Fewer users may search for such requests, but their purchase intentions will be much higher.
High Intent Keywords are keywords that have high commercial intent. This means there is a greater probability of action from the user (the user can submit a request for the product, buy it, or simply continue collecting information and then buy it). To determine the intent of a keyword for E-commerce, you need to consider the CPC (cost per click) in your convenient Keyword Research Tool.
6. Search Intent and Keyword Optimization
Many SEO specialists divide Search Intent into three types:
Keywords with Navigational Intent are considered if the user enters company queries to search for a specific page on the site.
Keywords with Transactional Intent are used when the buyer is about to make a purchase. They are often called High Commercial Intent Keywords. Keywords with transactional intent include the following words: buy, purchase, sale, price, review, or discount. They also have keywords indicating the product (coffee machine, men’s pants) or a specific type of product or brand.
Investigative Intent or (exploratory intent) is between informational and transactional purposes. They are not considered transactional since, in this case, users can only sometimes make a purchase. And also, they are not informational since such users are further down the sales funnel.
Optimize such keywords for product pages on your site and local SEO content creation.
Conclusion
In conclusion, keyword research is a crucial component of SEO for any website. By conducting effective keyword research, you can identify the keywords and phrases that are most relevant to your target audience and have the potential to drive traffic and conversions to your site. By focusing on the right metrics, such as keyword volume, competition, relevance, and user intent, you can optimize your website and increase your visibility in search results.
Remember that keyword research is an ongoing process, and it’s important to continually monitor and adjust your keywords to stay ahead of the competition. With the right approach, keyword research can help you grow your website and achieve your online marketing goals.