Keywords And Keyword Research
What are Keywords?
Keywords are single words or phrases that you simply want search engines to rank your site for in the Search Engine Results Page (SERP) so that when those keywords are entered in search by someone, your website is visible, page one would be awesome.
Your keywords should be at the core of your business, and highly relevant to the services and knowledge provided by your site.
There are two important steps to targeting keywords within an SEO campaign: Research and Optimisation.
Choosing your keywords
When SEO agencies begin the method of researching the keywords an internet site should be targeting, a huge amount of data about the website’s audience is revealed. These insights are important because they focus of a robust keyword strategy isn’t just to bring a better quantity of traffic to the website, but also a better quality too in the shape of buying clients.
Keyword research should be an ongoing process, which allows you the chance to adapt your website in response to changes in search behavior, and new market trends.
The two main keyword categories
Every company should have a robust grasp of the essential keywords they want to be seen for in search engines. Most of the time, these are names of services or products you offer, and therefore the industry and region you use within. In targeting these keywords, companies are ready to attract web users who are searching with intent. Such keywords have transactional value, and therefore the benefits of attracting traffic for such terms is high conversions and sales.
Transactional Keywords: Search engines conclude from these queries that the user wants to be shown a product or service. they will be very specific queries or broader phrases, counting on how close the user is to creating a sale. SEO agencies will aim to catch users at every stage of the sales funnel.
Informational Keywords: Search engines infer from these queries that the user wants to be shown a resource from an informed source. These queries are usually made from several words, and may often be a question. There are many search analytics tools which SEO companies can use to work out which informational queries and questions appear most often in search, and will, therefore, be targeted in your onsite content.
What is the difference between short tail and long tail keywords?
Two other groups to define keywords are short tail and long tail. These overlap with informational and transactional. Search queries appear are plotted during a distribution graph that shows how often low-traffic, high-conversion keywords (long tail) searches are made monthly , and the way they compare to more frequently searched, more competitive keywords (short tail).
Short tail keywords: These queries are made from a couple of words, and that they are usually more generalised and much harder to rank for, so take a long time to rank for with a lot effort blogging.
Must Read: What is Google analytics?
Long tail keywords: These queries structure 70% of monthly searches. during a search demand graph, so it is better to go after the ‘long tail’ of search traffic. These queries tend to be more specific and descriptive than short tail. Although the traffic arriving at an internet site through long tail keyword could also be lower, these searches will usually have a better conversion rate, and if you have a lot of long tail keywords you will get a huge amount of traffic to your website in a short period of time.
It is significantly easier to rank for long tail keywords than it’s for broader, short tail phrases that are highly competitive. So while long tail keywords have less search volume, thanks to their specificity, they’re a very valuable part of any SEO campaign, attracting traffic and conversions.
Short tail keywords, however, are easier to optimise your site for. Spreading short keyword phrases throughout selected page content may be a very effective method of helping search engines associate your website with those short tail terms.
Your keywords should be as specific and uniquely relevant to your products or services and website as possible.