The search for keywords should be the basis of the SEO of any website, if we are not clear about what words users get to our website it will be very difficult (not to say impossible) to get the right information taken out. For this, comprehensive research on keywords and SEO matters a lot which is elaborated as:
1. What is a keyword and why are you interested?
The first thing you have to understand is what types of keywords there are? Google is the largest source of information in the history of mankind. We all consult daily to find information or find a solution to our problems. Where do you go when you have a doubt? And when you do not find an address? And when are you looking for a product/service? Google, Google, and more Google.
On the other hand, if we look at it from a commercial point of view, we can also use it as an incredible market research tool. If you can get information from Google about searches related to your products or services, you can identify the needs of your potential customers. Detecting business opportunities before your competition. In addition, it allows you to know what your customers are demanding immediately at all times. Being able to adapt your offer to your needs to show it when you need it. This way you will know exactly what they are looking for. Being able to optimize the content you offer to satisfy that need and get to attract your potential customers to your website.
2. Factors to consider in a keyword search
Let’s see the factors that you need to take into account before starting your search for keywords. Before showing the process to follow to carry out the task, analysis of keywords types is really essential. This will help to plan research better, being able to detect where the best opportunities for a business. It is to better understanding customers and their purchasing decision process.
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Search intent:
There must be kept in mind by the SEO researchers that what enters in Google is not always what is looking for. Therefore, just as Google algorithm performs, there must be an interpretation of such keywords search. The search results that Google shows have evolved a lot over the years. For example, a few years ago you could position a blog article for the keyword “buy shoes online” in 1st position. Now, Google interprets that users who enter this search want to make a purchase. Therefore, it will only show results where you can satisfy your search intention. This must be taken into account for all keywords in your keyword research. Dividing into categories each one of them. At first, segmentation will be categorized in:
- Transactional keywords (those that your search intent is to make a purchase): to use for the section where to show the products/services of the web.
- Informational keywords (those that seek information on some aspect): in this case, the content will be created for the blog or the FAQs section. Once it is classified and cleared then we could continue the segmentation by the phase of the purchase decision process in which the user is when he performs the search. This can be better understand through a cell phone buying decision process by the user as:
- Recognize the need: how to improve the speed of my mobile (find out that you need to renew your mobile).
- Search for information: which is the fastest mobile in the market (look for information on mobile phones that best meet your need).
- Evaluate the alternatives: comparative between mobile X and mobile Y (compare the two models that fit you by characteristics and prices).
- Purchase decision: buy mobile X online (decide to buy your mobile).
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Search volume
Another fundamental aspect that you must take into account when you do your keyword search is the search volume they present and their evolution. That is, the number of users who have performed this search in a specific time and its evolution over time. You must think that this process is the first step of a set of SEO techniques that you must put in place to improve the positioning of your website. Therefore, if you do not select keywords with an attractive volume of searches, all the investment in time and money that you dedicate to position them will not get its fruits in the form of sales.
In addition to the punctual search volume, you must pay attention to its evolution. It may be that a term with few searches, but with a growing trend, becomes a huge source of traffic in the future. So do not be little from the start a keyword that fits your business but that presents few searches without investigating a little more thoroughly.
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Take advantage of the long tail
The long tail SEO refers to those searches that, although they have a low volume of searches, as a whole represent the majority of searches carried out on the Internet. These keywords are characterized, as we have said, by having a low volume of searches and competition. Therefore, they are easier to position than more searched terms, which tend to be more generic.
Long tail keywords are more specific, so the user will be more informed and at a more advanced point in the purchasing decision process. Therefore, these types of terms are usually those that represent the highest conversion rates. For example, in the case of a transactional keyword, following with an example of an online store, a keyword long tail will normally have this structure:
Buy [category] + [brand] +
An example could be: ” Buy Bata men shoes offer “
In the case of informational keywords, the range is much wider. You can find hundreds of keywords related to your product/service, solving doubts or providing valuable information for your potential clients.
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Competency level
Last, but not least, you must keep in mind the level of competence of the keywords to position. If you are a small company, you cannot pretend to fight against multinationals in your sector. You would invest time and money without getting the expected results. Therefore, you should focus on keywords with low competition.
3. Guide to perform a keyword search
Seed keywords are the main keywords that surround all products or services. These are usually generic, represent some outstanding feature and have a high search volume. They are like the keyword “mother” of each category or semantic group. Once we have identified them, we will use them to “pull the thread” and discover related keywords through research. For this we will help with SEO tools that we will see in the following points.
1. Internal analysis:
The first step in a keyword search will be looking in the mirror. If you want to obtain the searches carried out by your potential customers related to your products / services, you must identify all the terms related to them. For example:
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- Brands
- Category of products.
- Product characteristics.
- Problems that it solves.
- Benefits that it brings.
- Adjectives that define it.
- Colloquial forms by which he knows him.
- Technical denominations etc.
All the information that we can collect in this stage will be of great help and will help us to expand our list in later stages.
2. External analysis
One of the most valuable sources of information at your fingertips is your competitors. They work in the same sector, they are directed to your same audience and your products/services are similar. With this in mind, why should not you take advantage of all this information available? Analyze your promotional materials (triptychs, flyers, etc.) to identify different terms that you may not have taken into account. Look at the language they use and the way to highlight their competitive advantages.
In the web pages of your competitors, you should pay attention to:
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- Information architecture: pages, blog post, categories, labels, etc.
- The main keywords of each section of the web: title, headings <h>, etc.
- Client comments: identifying the terms they use and how they resolve objections.
In addition, by going to their social networks you can detect their language and how they interact with their community. Looking outside you have managed to remove your glasses and see beyond your business. After all, a keyword search resembles market research.
3. Expand your search with SEO tools
Many obviate all the previous steps and go directly to this point. It is an absolute error. Think that that’s what most people do. Do you want to differentiate yourself from the competition and find business opportunities? For that, you have to roll up your sleeves and work hard doing the above steps meticulously. Some best-recommended tools are:
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- Suggested keywords and related Google search: in the search results you will get a lot of information about terms related to your searches. Analyze the suggested words displayed under the search box and related searches at the bottom of the page.
- Keyword Everywhere extension: this extension must be activated from the beginning of your investigation. Since as you go investigating in Google about the sector you can analyze the attractiveness of the keywords and export them to an excel to work with them later.
- Amazon Keyword Tool: with this tool you will obtain the recommended searches offered by Amazon. As you know, the absolute leader of electronic commerce and platform that users use as a search engine to make their purchases.
- Google Keyword Planner: Google’s keyword search tool is like going to the source where the other tools get information from. As you know, if you do not have an account in Google Ads with an active campaign it will not offer you the exact searches of each keyword.
- Ubbersuggest: Neil Patel’s tool is another great source of keywords. In addition, it will allow you to investigate your competition to detect what keywords are positioned and imitate your strategy.
- Answer The Public: this tool will help you get many ideas to write on your blog. It has paid version, but with the free one we will be more than enough. You will have to introduce a generic term and the application will offer you hundreds of questions that are made in Google on that subject. In addition, all of them are “long tail” so they will present little competition and high conversion rates.
- SEMRush (Premium): this tool is one of the most powerful in the market and offers plans from $99. You can get information in its free version, but it is very limited. So if you do not pay the license, it will not do you much good.
- Ahrefs (Premium): finally, what for me is the best SEO tool in the market. It does not offer any free trial version so you can only check its power if you pay your monthly fee of $99. But it offers a trial version of 7 days for $7, something I recommend if you are working on a project because the information you get will be worth many more than the investment.
4.Refine your list and choose your target keywords
This is the moment where the success of your keyword search will be decided. You must filter your list to stay with the most attractive keywords for your business and with which you will have more chances of obtaining results. To perform this task, you should look at the following aspects:
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- Search volume: against more people look for those terms you will reach a greater audience once you get positions in Google.
- Level of competence: depending on the number of competitors and the resources dedicated to SEO, the keyword will be more difficult to present. Due to the importance of this point we will treat it specifically in the next point.
- Search intention: depending on whether a transactional or informational keyword will be more interesting for your business. Therefore, you can decide to invest more resources to try to position a competed term.
- Alignment with your business: leaving aside all the above, you will always have to maintain those terms that are completely aligned with your business. For example, if you have a shoe store you will include “buy shoes online” on your list, even if it has a very high competition. We will not dedicate resources to fight in a lost battle, but it will have to be on your website because it defines your business.
5. Control the level of competence
If you do not have this factor in mind, it is possible that all the efforts that you dedicate are in vain when presenting you to a battle that you cannot overcome. If a keyword has maximum competence you will not reach the first page if you do not have the necessary resources. A good indication of the level of competence will be the number of search results that contain the keyword in the title (indicating that they specifically deal with that topic) and the authority of the domain. Let’s see the process to obtain these two indicators:
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- Pages with the keyword in the title: To check you must perform an advanced search in Google entering “allintitle: keyword”.
- Detect the authority of the domain: once Google shows you all the results we can use different extensions such as MOZ to detect the authority of the competitors through DA (Domain Authority).
6. Focus on a theme
You should try to focus on a theme. You will not get results if you do not stop to vary the topics that you treat in your blog. Surely you will see that many of your competitors play varied topics in your blog but how long have they been publishing? When you take a while you can also vary thematic, but at first focus your efforts to get results as soon as possible.
A keyword search is a fundamental phase in the development of an SEO strategy and in the creation of a web page. Since this will be the moment where its structure is defined and the content optimization of each of its pages. Dallas is a dynamic city, dense with hundreds of top corporations and thousands of smaller companies. Businesses in Dallas compete on international, nationwide, and local levels, and these businesses need top representation for search marketing services.
Dallas one of the world famous and best known in US as a home of SEO agencies and handful search engine marketers. SEO services by Dallas agencies are best known for quality and time management which are the key of success for businesses in the online arena. Dallas have plenty of premier internet marketing associations such as DFW Interactive Masticating Association and DFW SEO Marketing Association. Both have tried hard to bring many of the top SEO and online marketing talent from all over the Dallas.