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The SEO work is a long-term mission that requires a preliminary analysis so that the efforts deployed thereafter see their fruits blossom: a well referenced site and suggested in priority in the SERPs. Apart from the other SEO actions of a website, finding relevant keywords for the field of activity to be promoted is part of the priority and crucial actions.
Without further ado, discover the essential points to successfully choose the right keywords that impress the search engines and meet the needs of your visitors.
What is a keyword in SEO?
Keywords in SEO are expressions that are integrated into the content on the internet, in order to be visible on Google and improve the visibility of the site in search engines. In other words, keywords are used so that the site gains notoriety in terms of referencing.
They are often chosen on the basis of search volumes, competitiveness and commercial potential. The main objective of using keywords in SEO is to attract the attention of search engines, so that the site in question: showcase site, blog, sales site … is the first displayed by the results pages when users type them in the search bar.
What are the benefits of selecting specific keywords?
The algorithms of search engines now pay particular attention to the quality of the content of a site, including that of the keywords used. In other words, the more precise and targeted your keyword families are, the more you will see your site bring the following advantages:
– Prospects and visitors to your site have an excellent overview of the topics you cover and the purpose of your site;
– Search engines understand the purpose of your website;
– The site gains a better positioning in the search results pages;
– Search engine suggestions allow you to find more inspiration from your own phrases in the keyword search;
– You get quality traffic on your site: your visitors are really interested in your business;
– You stay abreast of trends around your business: market size, prospect needs, demand fluctuations, competitor positioning…
How do keywords work?
As a reminder, keywords are words chosen alone or assembled with other words to represent an idea. They are the basis of search engines. Any search result that may appear in the SERPs is therefore influenced by these keywords. In terms of SEO, it is the focal point of any action.
Depending on the value of the words in the niche of a site or in a business blog, there are main keywords and secondary keywords, treated by search engines by degree of importance.
Ideally, good SEO starts with leveraging the primary keywords in each editorial content; because Google ranks pages instead of sites. Likewise, secondary keywords are excellent elements to place in strategic areas of the content such as the following:
– The links
– The titles
– Meta descriptions
Since the main keywords are those that accurately describe the essence of the site, using them in the SEO strategy seems obvious. However, given the degree of popularity of certain terms belonging to the lexical fields of equally popular niches, creating a strategy that relies on so-called long tail keywords is considered more effective, being more targeted.
What tools should I use to find keywords?
Several names are to be listed when talking about tools to generate relevant keywords for your site, while Google Trends is not enough for that. Find the top 3 of the most used tools that will help you choose the most suitable to achieve your goals:
As one of the leading keyword research tools of the last few years and available for free, Semrush offers a comprehensive set of features to find keyword ideas and build an effective strategy. It provides a site overview and interaction details and allows you to measure the relevance of the keywords solicited, as well as the performance of the methods adopted.
Google Keywords Planner
It is one of the easiest to use free tools on the market. Available for free with a web browser, Google Keyword Planner is used in combination with Google Ads in SEO and SEA. It is considered as one of the most reliable since the information displayed comes from real searches made with Google keywords. It then provides relevant estimates. Ideal for generating a list of keywords for advertising campaigns.
In terms of keyword analysis, Ubersuggest is a fairly comprehensive and easy to use tool that provides access to the information needed to define the strategy to adopt on a content. If the free version of this SEO tool is rather limited to the generation and analysis of keywords, the paid versions open doors to more advanced features to create a more targeted SEO plan.
How do I know if a keyword is relevant?
As already mentioned, a keyword must be related to the general theme of the site. From this definition, we can say that a relevant keyword is simply a keyword that relates to this theme.
Therefore, in the constitution of the semantic field and the planning of the keywords, it is necessary to check if the keywords have the following characteristics:
– It brings the user back to the expected result via the keyword used, it does not take him away from the final goal, even if it is only a content extract
– It evokes the precise intention expressed in the text (often the case of long tail keywords)
– It has a low level of competition (here again, long tail keywords are the champions!)
– It describes the services or products offered on the site
– It is aligned with the needs and desires of Internet users
– If necessary, it defines the catchment area of the company
– It refers to the niche of the site (hence the semantic field)
– The keyword analysis describes traffic of more than 10 visits
– Its competition index is below 50 in the search tools
How to choose the right keywords to develop your SEO?
Once the functioning of keywords and the important points of their use for the natural referencing of a site are clear, it is crucial to choose the most suitable keywords by following the advice given below. So, how to find effective keywords ?
1 - Build a relevant semantic field
At the very beginning, you will determine the main keywords and the secondary keywords, which are the most important. They are then used as a basis to build the semantic field around your niche. It is also important to find a lexical field to create the long tail keywords that are likely to be fundamental.
2 - Check the search volume of the keyword suggestion
When you find the most relevant keywords, you must submit them to an analysis via the tools we have listed above. It is important to know if your keywords are among the most searched by Internet users in your field of activity. This increases your chances of generating qualified traffic.
3 - Find long tail keywords
We can’t tell you enough, focus on quality over quantity. With simple keywords like “content” or “SEO”, the competition is tough, and you risk being invisible. On the other hand, by choosing a phrase like “natural content referencing”, you have a better chance of positioning yourself at the top of the search results. To ensure their relevance, a simple analysis is enough.
4 - Watch the SERPs
Check your position in the search results pages regularly. If your strategy has bitten, you will appear in the first suggestions. Otherwise, you’ll know that your page will be relegated to the second page or worse. This allows you to update the keyword system to optimize your content as best as possible.
5 - Set up a marketing watch
Creating an SEO strategy also involves staying on top of your competitors’ movement, you need to analyze the competition’s positioning and update yours to stay in the ranks. Also consider checking what is being said about you and what your target audience is searching for most on the web.
Search Engine Optimization Services
The digital world is constantly changing and yesterday’s keywords are quickly being replaced. To create a winning SEO strategy, consider NEWAKEY where an experienced team will help your site generate more visitors to help you achieve your business goals.