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How to Choose the Right Keywords - SEO Rundown Vol. 4

Alina Ampilogova Rundown for Beginners May 30, 2017
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Every superhero has their own signal. Some mayors dial up a secret number, Ghostbusters get calls, Commissioner Gordon lights the Bat Signal into the skies and Superman just waits until someone on the Earth yells “HELP!” on top of their lungs.

Google penalty for BlackHat SEO.jpg

Something similar, although not as epic, happens to the websites. A needed website is a successful website, and nothing defines the level of the website’s use like the keywords entered in the search box.

These are the primary paths, capable of leading your prospective buyers and clients directly to your web source. However, here’s the catch: there are thousands of competitors, who want these paths to lead to them. If you have poor knowledge of the way keywords work, they will use it to their advantage.

What does every user do upon coming to the search engine? Enters the search query, of course. This is where the competition begins. There are thousands of websites with a subject that meets the query. And all of them are hunting the clients you want to see on your website. Sure, you can gain leverage by using various off-site and on-site SEO optimization tricks, but getting the upper hand in the field of keyword competition is also important.

What are keywords?

This a digital lottery, where everything depends on chance and luck. The websites are chosen randomly and spread throughout the Page 1 of search results without any particular order.

It is impossible to predict, whether your website will be a visitor today or its URL will become one with the oblivion. Just brace yourselves and pray to the gods of Google Olympus to smile upon you.

Get success in Google.jpg

This is how keywords DON’T work, by the way.

Just like anything related to the Internet marketing, there is a method that protects the entire system from falling deep into chaotic madness.

Keywords are the queries typed in by your prospective customers and analyzed by search engines. After the analysis, the search engine instantly provides the users with web sources, which feature matching keywords in their text content and meta tags.

That’s all you need to know about the way keywords work in search engines. What has to be done in order to make sure that your website has the keywords to match the queries is an entirely different story.

It begins with a research. Keyword research plays a crucial part in the field of search marketing, which:

  • Helps you define the direction of your promotion and which keywords to choose in order to build a successful SEO.
  • Drives organic traffic to your website.
  • Attracts the visitors that will definitely order your services or buy your product.
  • Predicts the possible changes in demand.
  • Responds to the change of market conditions.

The ultimate goal of this type of research is to help you build your perfect semantic kernel.

What is a semantic kernel?

Basically, this is the entire database of the keywords you use to characterize your products and services. A well-developed semantic kernel can do such wonders for your website as increase your conversion and organic traffic. The most important part of creating a functional and efficient semantic kernel is described in the following diagram.

As you can see, there are not many requirements to building a semantic kernel. However, the process can be complicated nonetheless.

selecting keywords.jpg

Right keywords: what are those?

  Madly popular keywords

  Single-word words

  Superbroad terms that can mean literally anything

  Very narrow terms known only to professionals

  Terms which are unpopular

  Terms with a high competition

This is what you need to remember about the wrong way of selecting keywords. Now, there are two types of keywords.

As you can see, there are advantages unique for each type. Short-tail keywords, also known as, high-frequency keywords, work well for driving organic traffic, while long-tail keywords (a.k.a low-frequency keywords) drive prospective buyers, who have knowledge of the niche.

You can already say, that relying only on long-tail keywords in your campaign is a bad idea. The same thing is with using short-tail keywords only. Imagine trying to cut the holiday turkey only with a knife or a fork. Messy, huh?

wrong use of keywords.jpg

The mess you’ll make of your website by using only one type keyword will have even more long-lasting consequences. Do you really need it? Frankly speaking, the ultimate formula for successful keywords that EVERY business should follow hasn’t been invented yet and won’t be developed soon. Therefore, don’t look for trends or special manuals to select the keywords for you. Just remember about the main directions that will help you create the perfect semantic kernel that will gravitate the necessary traffic and visitors to your web project.

Your perfect keywords must be


🔎   Location-based

Don’t underestimate the location-based searches. Many people come to search engines to find products or services in a specific area. Therefore, including some location-based information to your keywords. However, what to do if your business is located in several geographical areas? Creating separate web pages for each location will be a great, traffic-driving idea.

🔎   Relevant

To get customers, you have to think like customers. If you want to find a product or a service, what kind of words you’re going to type in a search bar? This is the logic, you should use, when generating the keywords for your project.

🔎   Versatile

Make sure that you don’t use highly professional keywords that no ordinary user would understand. After all, you want to attract prospective buyers and consumers, not competitors.

🔎   Simple

The simplicity is perfection. The search engine users don’t use long, overcomplicated search queries. Neither should you.

🔎   Free of stop words

To preserve space and quicken the process, search engines ignore some words, such as articles, prepositions, punctuation marks, etc, so they won’t rank and be useless for your keywords campaign. Make sure to have one of our tools or experts to keep you aware of any stop words in your semantic kernel.

How to do the keywords research?

🛠   Brainstorm

Thinking outside the box is important. So take a moment to create a couple of creative terms that can be connected with your niche.

Questions to ask yourself during a brainstorm:
→  Are they relevant to the content of my website?
→  Will they help search engine users find services and products they are looking for on my web source?
→  Will they reflect my goals and needs of my prospective customers?
→  Will this traffic be rewarding to me?

🛠   Check

Type the keywords you came with into Google and see the results. It will give you a bright example of whether your search engine queries work or not. Make sure to pay close attention to the suggested terms below the search results to get a handful of clues.

What will this give you?
→  The idea of the levels of competition.
→  An understanding of whether it will be difficult for you to rank for the chosen keyword.

🛠   Research

See how well keywords get converted. There are numerous analytics tools that can help you with gathering the data for the chosen keywords and analyzing their value.

Many of them are located at Semalt. Using them will enable you to:
→  View the keywords of your competitors
→  See how well they perform.
→  Select search engine queries that would benefit you.

Find a key to all doors

As you can see, while selecting keywords is a very responsible task, it’s not a rocket science. In fact, coming up with visits-generating keywords can be fun - especially, when you have a capable team of experts to back you up. With a proper use of tools and a couple of brainstorming sessions, you will be able to fill your website with keywords, that will become a White Rabbit your prospective customers would love to follow.

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Andrew Timchenko
Head of Customer Success Department
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