Introduction
One of the most crucial steps in creating an effective SEO strategy is the choice of keywords. The right keywords allow your content to rank in search engines, attracting relevant and qualified traffic.
But how do you identify the target queries which will be the most beneficial for your site? In this article, we're going to explore best practices for find the keywords that will maximize your online visibility.
Understand the basics of keywords in SEO
Keywords are the terms that users type in search engines when they are looking for information, products, or services. They play a fundamental role in the SEO (search engine optimization), as they help connect the user queries to the pages of your site.
Keyword types
- Short keywords (head terms) : These are general keywords, like “shoes” or “SEO.” They have a high search volume but are very competitive.
- Long-tail keywords : These are more specific phrases, like” running shoes for men ” or” How to choose SEO keywords“. Although they have a lower search volume, they are often less competitive and generate more targeted traffic.
Define your SEO goals
Before choosing your keywords, it is essential to clearly define your goals. Do you want to increase overall site traffic, target a specific market, or attract potential customers for a particular product?
Depending on your goals, you will focus your keyword research differently.
For example:
- If you're targeting a large audience, you could opt for general keywords with a high search volume.
- If you want to attract a niche audience, long-tail keywords will be more appropriate.
Use keyword research tools
There are several powerful tools to help you identify keywords that are relevant to your sector. Here are some of the most popular ones:
- Google Keyword Planner : Free and effective, this tool shows you the search volumes and the competitiveness of keywords.
- SEMrush : Offers an in-depth analysis of your competitors' keywords and offers you ideas to refine your strategy.
- Ahrefs : Very powerful for keyword research and backlink analysis.
- Ubersuggest : Provides keyword suggestions based on an initial query and assesses ranking difficulty.
These tools allow you to find relevant keywords based on their search volume, competitiveness, and relevance to your field.
Analyzing the competition
Competitive analysis is essential in choosing the right keywords. Study the websites of your direct competitors to see what keywords they are targeting and how they rank on these terms.
Tools like SEMrush or Ahrefs allow you to compare the SEO performance of your competitors and identify unused keyword opportunities.
When analyzing your competitors, focus on:
- The keywords they frequently use in their titles, meta tags, and content.
- The types of content they produce and their ranking results.
- Keywords that they're overlooking, but that might be relevant to you.
Evaluate the relevance and competitiveness of keywords
Not all keywords are created equal. It's important to choose keywords that are relevant to your industry and audience, but also to take into account the difficulty of ranking for these terms. For each keyword, evaluate:
- The search volume : High volume may sound appealing, but very popular keywords are often extremely competitive. It may be more effective to target long-tail keywords with moderate search volume.
- Competitiveness : Keyword research tools generally give you a competitiveness index for each term. Aim for keywords with low to medium competitiveness if you are new to SEO.
- Research intent : Make sure that the keywords chosen correspond to the search intent of the users. For example, someone looking to “buy running shoes” is probably closer to the act of buying than someone simply looking for “running shoes.”
Identify keywords with high conversion intent
Not all keywords are the same in terms of conversions. Some may generate traffic, but may not necessarily convert into sales or leads. That's why it's essential to choose keywords that have a specific search intent.
There are several types of intentions:
- Informational intent : The user is looking for information. Ex: “what is SEO? ”
- Transactional intent : The user is ready to buy or engage in an action. E.g.: “buy running shoes.”
- Navigational intent : The user is looking for a specific site or page. Ex: “Nike shoes site.”
Choose transactional keywords if you want to maximize your chances of conversion.
Optimize your keywords in the content
Once you've chosen your keywords, it's important to incorporate them properly into your content. Here are some strategic places where you should include your keywords:
- The title : The main keyword must be present in the title of your page or article.
- The subtitles (H1, H2, H3) : Use your keywords in the subtitles to structure your content logically.
- The introduction : Include the main keyword in the first few sentences of your text.
- The body of the text : Avoid keyword stuffing. Insert them naturally into your content to keep reading smooth.
- The meta description : Although the meta description is not directly used for ranking, it can influence the click through rate (CTR). Make sure it includes the main keyword.
Track and adjust your keyword strategy
SEO is an evolving process. Once your keywords have been chosen and integrated, monitor their performance regularly. Use Google Analytics and Google Search Console to see which keywords are attracting the most traffic and adjust your strategy based on the results obtained.
Sometimes it may be necessary to reassess certain keywords if they are not generating the results you were looking for. Be ready to experiment with new keywords or adjust your content to improve rankings.
Discover our service ofSEO audit, designed to identify the strengths and weaknesses of your site, and help you reach your visibility goals.
In conclusion
SEO keywords play a crucial role in optimizing the visibility of your site and attracting relevant traffic. By controlling their selection and use, you can not only improve your positioning on search engines, but also meet the expectations of your audience. A well-structured keyword strategy is essential to succeed in natural referencing.
