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Keywords for SEO

WebmastersMind

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Oracol XOR Partner
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Launching an SEO campaign without thorough research into the relevant keywords for your site or business is like launching a new product without market research. The chances of that product being a success are equal to the SEO campaign and they tend almost certainly to zero.

Choosing keywords for SEO is one of the most important actions of an SEO optimization campaign. We chose to dedicate a distinct article to this aspect, on the one hand, because of the decisive impact that keyword setting has on optimizing search engine sites and, on the other hand, because most SEO specialists and entrepreneurs ignore or fail to give due attention to this activity.

Why is it so important to correctly set up keywords for SEO?
Because in marketing everything revolves around customers, understanding their search behavior on Google or other search engines is obviously decisive. If we fail to understand and understand how the mind of the consumer on the Internet works, any SEO approach will be doomed to failure. Also, the study of keywords allows us a complete and complex analysis of competition, helps us to better structure our site, helps us to adapt our product portfolio, to set our goals for the SEO campaign or to allocate the marketing budget correctly.

Advantages of choosing the right Keywords in SEO.

  • We better understand the search/purchase behavior of Internet users
  • We can streamline our product/service portfolio according to your request
  • We know to properly target and target the marketing budget
  • We better analyze the competition
  • Structuring the site correctly with beneficial effects for both SEO and user experience
But what is a keyword?
A keyword for SEO is, from the point of view of those who create content, that word or combination of words that best represents the content of a landing page/page in a website and, from the point of view of Internet users, is a word or a combination of words that best represents the intent to search/buy on their search engines.

Keywords can be divided by length, goal, and structure, as follows:


Depending on the length we have the following three important categories:

Short-tail keyword

This type of word consists of 1 or 2 words at most. They are characterized by a large number of searches, are highly competitive in terms of SEO and usually have a low conversion. Examples of short tail keywords are shirts, shoes, phones, laptops, chairs, etc.

Keyword mid-tail

They consist of 2 or 3 words and maybe like: men's shirts, women's shoes, smartphones, large diagonal laptops, office chairs, men's fragrances, etc.

And these are very competitive words and it is desirable to take the lead positions for them. However, the decision to focus an SEO campaign on such words should be made taking into account the budget and the time that should be allocated.

Keyword long-tail

These are made up of at least 3 words. Very interesting are the statistics indicating that, out of the total number of searches, only about 30% are related to the words short and medium tail, and the remaining 70% are from long tail searches.

Depending on the structure we can identify the following three forms:
  • Keyword - door, mouse, printer, shoes, etc.
  • Derived Keyword - garage doors, mobile doors, bathroom doors, entrance doors, etc.
  • Explanatory keyword - automatic garage doors, garage door doors, garage doors, glass movable doors, bathroom doors with awning, etc.
Keyword-based on question
This type of word is increasingly used by those who use search engines, searching for answers directly to millions of questions. Examples of such words can be: Where can I find automatic garage doors? How much does a glass entrance door cost me? Why are not the glass doors indicated to the furniture in the kitchen? Which is the best office chair? Which is the largest cruise ship in the world? and so on. This type of search/response approach is long in Google's attention, or Google Brain better said. In an attempt to improve user experience, Google will try or in some cases already succeed, as when you ask a question to give you a concrete answer and not just simple results. From the SEO point of view, it's important to find out what our audience's questions are for us and so come up with the right answers.

Depending on the objective, we find the following:
Perhaps the most important classification of SEO keywords is the one in the objective function.

The SEO process can optimize both merchant websites, online selling stores, and information sites such as blogs or news sites.

Commercial keyword also called "money keyword"
The commercial keyword, as the name says, is sales-oriented. These words are extremely competitive and are used by consumers who have clear intentions of searching and buying products and/or services.

These words most often have in their words like offer, cheap, discount, price, etc. Practically searches are like Turkey offers, cheap chairs, women's shoe discounts, and so on. Such searches are very close to the buying process and are extremely competitive. It is normal given that they have a high conversion rate.

Keyword information
This type of words is information-oriented. Whether those searching is interested in learning the latest news, whether they want to know more about certain products or services, their intention is to inform. Obviously, as most of the time, the information stage precedes the buying process - there are some areas where consumers are starting to get informed about certain products years before - and that is why it is so important.

Resources and tools for the SEO keyword search process:

There are many tools and the normal questions arise: "What is the best of these?" or "Which fits my site better?"

Our recommendation is to try as many such tools as possible. Each has advantages and disadvantages, each works differently and approaches the process differently. That's why it's a good idea to try as many as possible - most of them have free trial periods - and make the decision in favor of someone else after you've tested them.

However, like any automated process, these tools do not solve 100% of the problem. Especially as we talk about people's search behavior, we talk about "words", an essentially human/social component, in order to maximize the process, we strongly recommend the involvement of a human factor.

This human factor should be the owner of the site itself and even if, in the case of an SEO agency that works to optimize the site, the person who best knows the audience, the site, must be involved.

An interesting idea, impulses us to actively use the synonym dictionary. It sounds really good and indeed, if we think the other languages dresses so many shapes according to the geographical area, it is obvious that we can expand the keyword base in this way.

Wikipedia, a resource that is so well-known and accessible, can also be a starting point for this process. Search for any topic and Wikipedia will give you a lot of other ideas related to the original theme.

Conclusions

Choosing keywords should be a continuous process. Consumers evolve, change their way of buying and searching more and more often, and we, the ones we need them, must always be near them or if possible, one step ahead. Moreover, there are so many variants of searching that it is impossible to exhaust them at once.

But the most important thing in this process is not to ignore the direct relationship with consumers. Try to communicate with them and learn directly from them how they use Google or other search engines to determine the right keywords for SEO!