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 increase and optimize the traffic for keywords that we do not know.
The first thing you have to understand is what types of keywords there are, they can be differentiated by two factors:
1. According to the user’s intention
These searches are defined by the objective that the user has when he performs them, it is divided into three:
- Informative: Looking for information. Example: Time in Madrid, how to make a lasagna, etc.
- Transactional: The purpose of the search is to complete a transaction, which may be buying something or downloading an e-book
- Navigational: The search is aimed at finding a specific website. Example: Facebook, Amazon, etc.
2. According to the volume of searches
The volume of searches differentiates the keywords according to the number of search around them, it is divided into three groups:
- Head: They are very broad searches with a lot of search volume and a lot of competition. Ahem: Cats, Houses, etc.
- Middle Tail: Searches in which more is specified but still very general. Ahem: Funny cats, cheap houses, etc.
- Long Tail: This is where the opportunities are since they make up 70% of the total, they are very specific searches, with little competition and that are mostly transactional. Ahem: Videos of funny Siamese cats, Buy a cheap house in Madrid, etc.
What is best for my web then? At first glance, it might seem that the best thing is to focus for the keywords that attract the most traffic since obviously, these will attract more users to my website, but of course, if you are taking the first steps with your website, it will be extremely difficult to get into the first position. results when there is already an established competence.
The long tail can mean the difference between your page getting or not start. Imagine that you can successfully position the KW that you have determined to be important, but leave aside the long tail, which is more than 70% of the visitors that enter your website: you are losing most of the traffic you could generate.
What’s more, the traffic that comes to you through generic words has a worse conversion than those of long tail.
Let’s say you have a T-shirt eCommerce and have managed to position the keyword “football shirts” in the first position. It will attract a lot of traffic, but we can not assure you that the user will make a purchase: You may be looking for general information or a website where you can see the equipment of the clubs. While the search “buy a T-shirt of Messi” may report few visitors, but you can be sure that it will be a person with purchase intention, and that the percentage of conversion will be much higher.
Approximation to the list of keywords
The first thing you have to do when generating a list of keywords that are consistent with your website is to know what you offer, to whom you offer it, where you offer it and what makes you different from the competition.
1. In a sentence, what is the center of your business?
2. What do you sell?
I sell children’s books online.
3. What services do you offer?
Educational children’s books, coloring books, and children’s models.
4. What is your customer profile?
Fathers and mothers between 25 and 40 years old with small children.
5. Does your business have a physical place?
Yes, I have a store in Madrid.
Group keywords into categories
Before continuing with the search of keywords you have to create a spreadsheet to add the keywords from now on.
Now that you are clear about where and to whom your business is directed, you have to group the theme of your website into categories, something that will then help you expand the list and search for related terms.
Following the example of the books, we could group them into four major categories:
- Buy children’s books online
- Online store of educational books
- Ecological children’s books
- Educational books in Madrid
- Buy coloring books
It is ready in itself that does not serve as a list of keywords, are too generic and therefore with much competition, the only thing you have done is to group the themes of your website, something that will make the following steps much easier.
Expand from the list of keywords
In the following steps is where you will find the keywords that will generate business and where you have all the possibilities to attract users and in turn position in a satisfactory manner, this is where you will discover the “long-tail” of your website. For this we will use the following tools:
This process goes from less to more in terms of the specification of keywords, first, we will gradually expand the keywords and then decide which ones have value and which do not.
With the number of times, you’ve used Google and never used them to perform a search for keywords. Google suggests keywords that complete what we write in the search, based on the popularity of these terms. These suggested terms can be found in two places:
- In the bar where we do the search
- In the footer
Now you have new ideas for keywords that you should add to the excel you created before.
This is an extremely useful tool, very simple to use and that will also save you an enormous amount of time. Take the data directly from Google Autosuggest, offering us a very complete list with all the possible combinations of keywords that you could find in Google in a few hours:
It is very simple to use: you enter the keyword, you choose the language, type of search (I recommend leaving the default one, web), enter the CAPTCHA code and click on suggest.
You have to enter the list of keywords that you have obtained with Google Autosuggest and include the results in your excel file, doing a cleaning of all the keywords that do not refer to your business, that is, if you do not sell children’s books in bulk, erase it.
You can also use this tool to give you an idea of new opportunities to attract traffic, such as children’s books in PDF if it is on this list is often searched.
3. Merge Words
Now that you have a considerable list of keywords, what you will achieve with this tool is to squeeze them a bit more, finding keywords that you may have overlooked previously.
Like the previous tool, it is very easy to use, you enter all your keywords in the three fields and click on “Merge”; you will see a list of keywords with all the possible combinations, as with the previous tool you will have to do a cleaning task since there will be many combinations that do not make any sense.
Add the result of using this tool to the excel we created at the beginning.
4. Google Adwords Keyword Planner
Your Excel now should have a fairly complete list of keywords to use in the content of your website, now comes the most important of the process, which of these keywords are really relevant when it comes to attracting traffic to your website.
To do this you first have to configure the tool, it is very simple: you have to select the option to “show only ideas directly related to my search terms” and search only the terms related to your search:
Now you just have to follow two steps to get the information you are looking for:
- Copy your list of keywords from the Excel file, paste it into the Adwords tool and search
- Once you have the results, sort them by number of local searches (just click on the button that says “monthly local searches”) and download the entire list of keywords in a CSV
Once you have the CSV you will have to separate the text in columns, for that select the whole column, click on the top menu in data> text in columns> choose the delimited option> commas; You will already have the information perfectly organized.
Now delete all columns except search volume and sort the keywords by the search volume.
5. Keyword difficulty tool
This tool will allow you to know the level of proficiency that each word has expressed in percentage for how difficult it is to position them in Google:
It works like other tools, you have to copy the keywords, paste them into the tool, choose the language and click on “check difficulty”.
After waiting a few minutes you can download all the data in CSV and add additional information to the excel in which we already have the volume of searches.
Tip: Before pasting the information of the Keyword Difficulty Tool into your Excel, sort the data of both files in alphabetical order to avoid erroneous information.
6. Google Trends
This tool is very useful if, for example, you have a fashion blog where trends change according to the time of year or an online store dedicated to sports since you can easily see the trend of searches throughout the year.
For example, you can compare whether you are looking for more “coloring books” or “educational books” so you can optimize the contents for the searches that are actually being done in Google.
Add synonyms and related terms
It is very important to add related terms and synonyms in the keywords strategy on your website as Google identifies each time the relationship between the words of a website (more since Hummingbird was launched) and thus avoid a possible keyword stuffing problem in your texts.
Ideally, you should add a new tab in your excel where you link the most important keywords of your strategy (they should be the most searched and less competent) with the synonyms.
These tools will also be very useful in the development of your keywords strategy and as in your day to day:
- Google Correlate: This tool makes a comparison between the relationship of some terms and others, it is very useful to get synonyms and related terms.
- Word Counter: This Google Chrome plugin is very simple, it counts the number of words and characters of a selected text.
- Wordpot: Besides giving you new ideas of content, it also gives you synonyms and related terms.
- Search Combination Tool: It is very similar to Merge Words just that this tool also suggests new terms that you could add to your list.
- Youtube Keyword Tool: The keyword search tool for YouTube, essential for a video SEO strategy.
Please find more information about keywords research tool on FREE Keyword Search Tools