CHOOSING KEYWORDS: HOW TO FIND KEYWORDS FOR WEBSITES AND BLOGS
How to choose the right keywords for your website or blog? The first answer is simple: you have to use keywords that allow you to earn. Not those to increase visits but to bring customers to landing pages. This is the summary.
optimization is right to understand which keywords to use for your site. The choice is decisive, it determines the success of your promotion work.
But it is not possible to buy keywords from Google, at least not with organic search the positioning you have to earn. The point on the keyword that has the highest volume? Our focus on profitable niches? Here is a guide to choosing the keywords of your blog and using the search keywords well on the site.
The topics of the post
- What are keywords: the definition
- Examples of keywords: various types
- How to choose your best keywords
- Best tools for doing keyword research
- Free Word Search: Keyword Planner
- Focus keyword Yoast: a concrete example
- Find and see all keywords on the site
- Errors in choosing blog keywords
- How do you choose and find the keywords?
What are keywords: the definition
Before understanding how to choose keywords, you must first find them. To do this you need to take another step back and focus on the very definition of this element. The term keyword refers to a word used in the audience’s (search) query that should represent a search intent.
That is to say a desire, a need expressed behind a combination of vowels and consonants. In reality, the set of multiple keywords should form a keyphrase, that is to say, a need expressed through a broader and more complex combination. A real search phrase.
The mistake is to consider the keyword as a simple word. Today Google is able to understand what lies behind a term: we talk more and more about semantic SEO precisely because it is essential to do keyword research to understand what people want. Not just what words users type.
Examples of keywords: various types
Of course, Google doesn’t work like that but public searches in the search engine are done more or less like this. So, the web marketing strategy to position yourself on Google and get in the first position must pass from an analysis of the examples that allow you to understand which keywords are suitable for your website.
Keywords divided by user (query) intent
With the concept of user intent, we refer to what lies behind the search made according to the user. That is what he wants to achieve and means by those words to type in the search engine. The main division for keywords is this.
Type of Keyword User’s search intent
Transactional I need to buy a product.
Commercial I am looking for info related to the purchase.
Informative I want to know something about a subject.
Navigational I go to a certain site.
Local I need something in one place.
Finding blog keywords means having a clear picture of people’s search intent. This means doing a query analysis by dividing the Excel file into large main blocks of keywords: transactional, navigational, informational. These, then, can cross other types of keywords.
These are the keywords that relate to the aspect of online conversions. The search intent in this specific case is about buying, people want to buy. They do research because they already have the product in their pocket or at home.
This is an example of a commercial keyword. My goal is to rank a page for keywords that allow you to turn the user into a customer.
The choice of SEO oriented keywords embraces the optimization of landing pages, e-commerce product sheets, eCommerce category, and other conversion solutions.
Commercial keywords are often confused with transactional ones. In fact, they are very useful, they have a great chance of bringing customers interested in buying to the site because they basically concern about the product or service.
But in an indirect way. For example, asking for office opening hours, sizes, opinions, reviews, and other data that can be used to build an idea of the purchase. For this, you can create specific pages to intercept queries.
Informational or informational
They represent the majority of searches on the web. Here people don’t want to buy but they need news, ideas, answers, information.
At first, the conversion is excluded but through the concept of inbound marketing, the idea is to be found with valuable content to bring the user to your pages. To then win and retain a future customer.
Here the ideal resources to place are those of the corporate blog, organized with a good editorial plan, but also guides and FAQ pages (frequently asked questions).
Navigational or branded keywords
These are the keywords that relate to searches that have your brand name inside them. They can be related to the company name only, or do a search with other terms plus the brand. They are a great thermometer to determine how widespread your SEO work is, how well known and known your brand is.
To monitor everything you can use specific tools such as Google Alert or Mention. Obviously, the main landing page is the home page.
Local keyword (local searches)
These are the keywords made to search for information with respect to the place. So you need geolocated data. Google knows this well and returns results designed for certain needs. So unable to help the user.
In some cases in the SERP, you can find maps with tips to reach the right links. How do choose the keywords that are effective and able to carry on a successful site? Think of the utility that the user looking for a local result can find.
Keywords divided by SEO strategy
How to choose the keywords of a website? Within a web page, you have to consider some on-page SEO optimization and here you can complete a document thinking about different types of keywords. How to choose? You have to know them.
Primary, secondary and related keywords
The primary keyword represents the starting point, the general topic that you face on a web page. The secondary keywords, however, are those made from primary plus another term. While the correlates may also not have the word within the query. But they still maintain a strong relationship.
With “related keywords” we mean the keywords semantically linked to the main keyword. If the latter refers to the main topic, the parent topic of a web page, and the topic of the speech, the correlates indicate the topics that revolve around. They are ideal for organizing the drafting of the text
Keyword Explanation Example
The primary Main topic of the page. Blogging
Secondary Base + term before or after. Blogging
Related Topic is relevant to the topic. Blogger
Related keywords may not contain the main keyword but are close to the central topic. This KW may or may not be relevant.
The relevant correlates are relevant to the topic and useful to the user, while the latter is less interesting for the reader but helps to broaden the semantic field. This is a classic example of the good use of related articles.
Long tail, fathead, vanity keyword
Another concrete division to activate an effective SEO strategy and understand how to position the website: the one between long-tail keyword and fat head which, in many cases, becomes a simple vanity keyword. What exactly am I talking about?
The belief: You have to be on the first page for Google for the keyword that brings more visits. But it is often the most difficult to climb. Taking advantage of the long queue can be the solution to increase blog visits in a virtuous way.
The long-tail keyword is a query that is expressed on the search engine with three or more words. It is usually a search with low monthly volume but can have a rather high cost per click in relation to the fat head. Here is data from a case.
That is to say, the full-bodied, simple, and direct keywords that can however become a difficult undertaking to conquer. The keywords with high search volume are the most competitive, occupied by large portals such as Tripadvisor, Amazon, Wikipedia.
But they are not always the best solutions for your business. Maybe to win them you have to make big investments in SEO terms and then you don’t have the conversions.
How to choose the right keywords? Sometimes it is better to focus on less competitive, longer, and more suitable keywords for your business. Think strategically.
How to choose your best keywords
Are they automatically the most searched keywords? Which ones have a higher search volume? This is one of the points to be clarified. In reality, as the graphic also suggests, it is the whole that makes the difference: you have to do good keyword research and land the right people on the ideal pages.
You must try to land queries with search intent related to the purchase or indirect conversion (such as leaving a lead) on landing pages, product sheets, squeeze pages, sales pages, and everything that allows you to give a direct advantage. Examples:
- Stan Smith shoes »product details.
- Program to send free emails »landing page.
- Online web marketing courses »info products category.
Then for the informational keywords, another decisive tool of every web marketing strategy is used: the blog. Basically, this is the tool to use to intercept the flood of informational keywords that customers type on the search engine.
Parameters to choose the best keywords
Finding the keywords for your site also means looking at the tools and understanding which one is convenient. On Semrush, Seozoom, Majestic, Ahrefs, and other SEO tools, you can find a series of numbers that I summarize you in this summary table.
Search volume Average monthly query number of that query.
Cost per click How much does an advertiser pay for a click on the ADV
Trend How searches change by month.
Competitiveness What competition there is between the various advertisers.
Keyword difficulty Generic complexity in positioning in the SERP.
Obviously, the tools do not always show these data as I present them to you, there may be variations. But when they ask me how to choose the best keywords to insert keywords on blogs and websites, I always look at these numbers.
As I said, it is not always a good thing to choose the most searched keywords are also those that bring concrete results. Lead or sales type. And that can become a concrete, feasible and convenient goal. Indeed, search volume is often a false myth that the less experienced try to reach all costs.
Cost per click (CPC)
Another element to consider carefully is the CPC, the cost per click, i.e. how much people are willing to pay for a click on AdWords advertisements.
The higher the CPC, the more that keyword is worth in terms of profitability, because it assumes that people are willing to invest in keywords they convert. That is, they transform a visit into a potential customer or not. So when you choose the most searched keywords on Google you must also think about this point.
The idea is to choose the keywords that have less competition in the Google SERPs but that allows you to convert. Obviously, the tastiest contexts are already presided over by competitors, but a careful analysis of the data can reserve interesting surprises. For example, small niches that have not yet been stormed.
Competition can be defined through two indices: the competitiveness in the PPC which is defined with a number ranging from 0 to 1.00 and the keyword difficulty which shows how difficult it is to position yourself among the top 20 results. This last parameter is between 1% and 100%, this last parameter indicates the maximum difficulty.
People don’t always search the same way. Like everything on the web, research also changes over time. In these cases, you have to take into account the historical evolution of Google searches. How? There is Google Trends.
Best tools for doing keyword research
To complete your keyword analysis job you need SEO tools capable of reporting to the user the searches made by the public.
The work became even more difficult after the arrival of the Google Analytics not provided which obscured the source of the queries concerning your website.
Search Console partially buffers this problem, so the webmaster platform is the first SEO tool you need to consider for your business. Immediately after, I recommend focusing on professional and paid companies:
Just to name three. They are the suites that give a complete keyword profile with CPC, search volume, competitiveness, seasonality, and more. Then there is the historic Google tool: the Keyword Planner that gives good ideas but the data is reserved for those who invest in AdWords sponsored campaigns on a specific theme.
There are also free SEO tools to refine requests and add keywords to your SEO strategy related to informational searches. I, for example, always use two big names that help me find blog topics :
- Answer The Public.
Then there is the always valid Google Suggest which gives excellent insights with the completion of searches. Both thanks to the field where to enter the queries and in the links that are located under the snippets and at the end of the SERP. A great keyword generator, here.
Do not forget also Google Trends to evaluate the seasonality of searches and understand how the market is changing and what the temporal scenarios are.
How to find keywords: my selection
One of the typical problems when trying to figure out how to choose keywords: the abundance of tools to get the job done. There are dozens of them. I have my selection.
Google must be added to these names. An inexhaustible source to organize your editorial plan for a newspaper, magazine, blog, or any other project. First, you can use the suggestions that come from the search completion. Then there are the recommendations for related keywords in the SERP footer.
In addition, on the results page, you can find individual correlation suggestions even on a single result. Just go to the link, click and exit: the search engine returns a series of useful tips to improve the selection of keywords already used by the public. And that you can use to enrich your research.
Free Word Search: Keyword Planner
A step that often confuses me: can I do keyword research without great tools? In reality, the great Keyword Planner, a Google Ads tool (formerly AdWords), was always used to find the keywords of advertisements.
You have it all: search volume, cost per click, time trends, competition. Except that today the data are not explicit for those who do not have an active campaign on that topic. So no more free keyword research.
Currently, at least to my knowledge, the only keyword research SEO tool that allows you to view data for free is Ubersuggest.
Focus keyword Yoast: a concrete example
Did you understand how to choose the site’s keywords? The next step is clear: where do the keywords that emerged during keyword research fit in?
One of the fundamental tools to solve this problem, and to easily add keywords in the title tag and meta description, you can use WordPress SEO by Yoast, a very useful WordPress plugin. Perhaps indispensable.
This for a thousand reasons, first of all, to manage Google’s meta tags. You can also work on the focus keyword, which is the keyword that should be your optimization goal. What is it for? As a reference for online writing.
Adding the focus keyword does not give you advantages in positioning, it only helps you understand if you are following the main rules of SEO optimization of an article.
You have to make the best use of this function otherwise you risk following useless paths for optimization. I recommend you read my article on focus keyword myths.
Find and see all keywords on the site
Ok, you’ve made your decision and entered your keywords into WordPress. The traffic from Google arrives. But now how to find the keywords of a site or blog?
How is the project positioned and what are the most searched keywords that bring traffic? You can use the search console. With Google Analytics you can find the pages that make the highest volume of visits but to find out the positioning of the keywords you have to use this webmaster tool in the Search Analysis section.
It is not enough, you want to discover the keywords of the competitors. In order to set up an SEO editorial plan to climb the SERP and conquer the top positions that interest you. To do this you need advanced tools like the ones I have already mentioned.
Semrush, which I use most frequently, allows you to analyze websites and discover the pages that bring more traffic by listing all the positions conquered. So you can find the most searched words on Google that your competitor can conquer.
Errors in choosing blog keywords
Identifying the most important keywords for your business also means avoiding the mistakes that lead you to invest your resources badly. The keyword research and positioning work with relative On-page optimization is demanding and demands a lot from your business. Why waste time and financial resources with these mistakes in choosing the keywords with which to position the web?
Too competitive keywords
They are a reference for the business, but there are too many companies crowding around these queries. In many cases, the dominant part of the SERP is occupied by the big players in the sector and it is practically impossible to undermine these results.
Most of the clicks are for the first three results and maybe you will not love the pleasure of ranking for these keywords in order to get a profit: why insist?
Vanity keywords: what are they for?
Not all solutions of this type are superfluous, sometimes they can be important for a good job of brand awareness, but it is difficult to be able to invest so many resources just to be able to demonstrate that you are present for a very generic keyword with a very high search volume. So are they totally useless? Lost time?
It can only make sense to be able to use this result in terms of authority – an optimization expert who ranks on the front page for an SEO query has something to prove. But that is not necessarily the case, it is not an absolute rule.
The keyword is useless to your project
In the sense that nobody is looking for it, it has no confirmation, in reality, it is not typed in by anyone. You realize that you are first in the SERP but only because you have chosen a keyword for which there is no competition. In the series, you like to win easily.
You will always be in the first position if there are no other people to compete. The ideal is to choose a keyword for which there is no specific, focused result, once you have registered an audience interest in that theme. But if there is no attention on the subject it is useless to choose the keywords you invent.
How do you choose and find the keywords?
Writing keywords in the right fields of a website is not easy, you need expertise worthy of a true web copywriter. But first of all, to organize the editorial plan of a blog or the structure of any website, you have to decide.
How to choose the right keywords for your goal? Trying to rank for the queries that bring customers to the site, not selfless visits. To monetize, then, you need a lot more. Do you have any questions to deepen the topic?