Choosing keywords (which can be single words or multiple word phrases) is an important stage in the SEO process to rank your website. Choose the “right” keyword and, unless the on-site and off-site optimization procedures are done correctly, your website will rank well in a reasonable time frame, and will attract the right type of visitors i.e. People who buy you.
However, choose the “wrong” keyword and, no matter how thorough the site and off-site optimization processes are, your website will never succeed. You will get very few visitors and / or visitors who will not convert to sales. So, what factors contribute to making keywords “perfect” to target your website?
What are keywords?
Keywords are words and phrases that your audience searches for for your product, service, or benefit.
For example, a woman’s shoe store may sell many types of sandals for weddings. After talking to his customers and doing some research online, the owner recognizes that “white wedding sandals” is one of the phrases that his audience uses. This matches their most popular shoes in this category so the decision has been made to target the phrase “white wedding sandals” by writing a blog post titled “The White White Wedding Sandals”.
This post may talk about recent trends in wedding shoes, especially white wedding sandals on sale, and important considerations when choosing a pair. Related phrases such as the words “white”, “wedding” and “sandals”, phrases “white wedding sandals” and “white wedding shoes” will appear throughout the blog post giving Google and other search engines a very clear idea that This post is about white wedding sandals, and greatly increases the blog’s visibility for this phrase on Google.
By spending the time to understand the keywords your audience uses, you can build blog posts targeting these phrases, which will give you more opportunity to show up for them on Google.
Here are five tips we use when creating strong blog posts:
Choose Keywords for Your Blog
Relevance – The keywords you target should be highly relevant to the products or services you provide. The more relevant keywords are, the easier and quicker it is to rank for those keywords, and the higher the percentage of visitors who become buyers.
Commercial Intent – You should target keywords that catch people at the right stage of the buying cycle. The further someone is in the cycle, the greater the chance of selling. You want visitors who are ready to spend money instead of just people looking for information.
Search Volume – Target keywords that people are actively searching for. The more people searching for a keyword phrase, the more visitors you will get when you rank well for that keyword phrase. There are tools that can be used to find approximate search numbers for keywords.
Competitiveness – To keep costs down, and to rank quickly, you must choose keywords that are not being actively targeted by big brands and / or long-established websites. A matrix of 10 websites currently ranking on 1 page for a keyword phrase needs to be evaluated to determine if your website can compete with them.
5 tips to choose the best keyword for your blog post
By focusing on a narrowly targeted set of keywords rather than the more generic and competitive “wedding shoes” – “white wedding sandals” – you make it more likely that your posts will rank higher in the search engine.
Consider the commercial intent of these keywords as well: People searching for “white wedding sandals” are more likely to be ready than those searching for “wedding shoes”, which are probably still in the research stage. Because they have not yet identified the type of shoes they are looking for.
Use your keywords in the post title
Titles have a huge importance in search engine optimization (SEO), so your keywords in your headline (and towards the beginning of the headline, if possible) will help boost your ranking, as well as your audience clearly. Will show what your post is about.
Use the correct keyword density
For the rise of semantic search, the days of needing to fill your blog posts with keywords are over.
Of course, you still want to make sure that your keywords are used throughout, but be natural with your language, and also be sure to include variations and related phrases as it gives Google a broader understanding of your post. is.
By length, aim to make your blog post at least 300 words long, but don’t be afraid to overdo it until the content gets it right.
Use internal linking
Whenever a blog post is shared on social media, chances are that people will be getting off that post on your website. If they land on that blog post page, how do you plan to turn them into a customer, or get them to stay and keep track of your site?
We have a client who, despite being a very smart marketer, did not think this. We noticed that his website’s blog posts had a very high bounce rate – in other words people were coming from social media and then leaving. He was getting a lot of visitors because he chose great blog post topics and the quality of his posts was high. But these visitors are not spending any time on the rest of the site.
After running a few tests we set up because the post had no call to action (CTA) and no internal links, visitors were reading them, getting what they needed, and going straight back to Facebook.
To counter this, we placed links to other pages of their site (called internal links) throughout the blog post. When the blog mentioned a service the company offered, we put a link to that service. This allows people to click around the site and discover how the business can help them. This reduced his bounce rate and increased traffic to other pages. Whenever you mention any of your products or services in a blog post, include a link to the related page, so that readers can get more information about it.
Use image ‘alt’ tag
The ‘image and alt’ tag is used to tell search engines and access software what the picture is about. It is SEO best practice to optimize the tags of your image by writing a description of what is shown in each image, using your keywords as far as possible.
Targeting the best keywords to match your focus
Rule number 1: Resist the temptation to go too wide when selecting keywords. For an example, let’s take a look at a blog post we wrote about bariatric surgery and the types of people they might find helpful.
Our keyword tool revealed 60,000 searches for “bariatric surgery” – a top result, even “weight loss surgery”. A clear choice then, right? Nope – because our post had a specific angle: people are more likely to benefit from surgery.
But a glance at our tool’s other suggestions does not reveal any focused, relevant options. So we made some educated guesses with a Google search to find words to deal with bariatric surgery: candidate, eligible, qualified. By narrowing down our keywords, we avoid getting buried and ignored in a larger subject.
How to avoid similar pitfalls when choosing keywords for SEO:
See search engine results page
Take a look at what searchers can write to find your page. Look at the SERP to see what keywords other people use to create their page titles. This strategy provided us with options to expand our bariatric surgery keyword.
Look for the “long-tail” keyword
These phrases are at least 3 words long and often granular. Many keyword tools let you set a limit to the number of words you want. Google’s AutoFill feature may also help
Since “bariatric surgery” is already 2 words, a useful long tail can begin in 4 words. We then find an additional option, “Criteria for Bariatric Surgery.”
Find the questions to ask your intended audience
What is the main thing they want to know? And additional things? Answer Publicing sites provide a great resource, as does Google’s “people ask too” feature. Many keyword tools also provide a list of frequently asked questions.
For our post, let us choose keywords for SEO that we have already seen. Leaves possibilities like this:
- How to do bariatric surgery?
- When to get bariatric surgery?
Keywords for low-volume topics
For another project, we wrote about an important area neuropsychiatry, but one with limited visibility. The name keyword returned over 6,000 searches. However, the volume for additional suggestions – such as “neuropsychiatric disorder” and “neuropsychiatric symptoms” – quickly stopped.
Since some people had searched for these related keywords, should we have targeted “neuropsychiatry” on every page? Not according to rule number 2: Never use the same primary keyword on more than one page.
If you do, you will:
- Confuse Google and Tank Your SEO
- Missing the opportunity to highlight the unique content you create for each page
For our project, this means taking another look at our keyword tool. For our internal pages, we chose “Neuropesticular Testing”, then “Neuropesticular Treatment” and after.
Learn? Low-volume keywords can still provide value. Certainly, many people are not searching for those phrases. But those who do will get what they need.
Striking Right Balance with Keyword Volume
When you’re looking for your primary keyword, you may find a high-volume target that fits right. Congratulations! But don’t underestimate the possibilities of that dream scenario. Be sure to look outside of your keyword tool as well.
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