The search for keywords should be the basis of the SEO of any web , if we are not clear why words arrive users to our web will be very difficult (not impossible) to increase and optimize traffic for some keywords we do not know .
The first thing you have to understand is what types of keywords there are, can be differentiated by two factors:
- According to the user’s intention
2. According to the volume of searches
1. According to the user’s intention
These searches are defined by the objective that the user has when he or she performs them, divided in turn into three:
Informative: Seek information. Example: Time in Madrid, how to make a lasagna, etc.
Transactional: The end of the search is to complete a transaction, which may be to buy something or download an e-book
Navegacionales: The search is directed to find a specific web. Example: Facebook, Amazon, etc.
2. According to the volume of searches
The volume of searches differentiates the keywords according to the number of search that is around them, is divided into three groups:
Head: They are very broad searches with lots of searches and lots of competition. Eg: Cats, Houses, etc.
Middle Tail: Searches that specify more but are still very general. Eg: Funny cats, cheap houses, etc.
Long Tail: This is where the opportunities are since they make up 70% of the total, are very concrete searches, with little competition and are mostly transactional. Eg: Videos of siamese cats, buy cheap house in Madrid, etc.
What is the best thing for my web then? At first glance it might seem that it is best to focus on the keywords that attract the most traffic because 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 first Results when there is already established competition.
The long tail can mean the difference between your page get or not boot. Imagine that you get a great position on the KW that you have determined to be important, but you leave aside the long tail, which is more than 70% of the visits that enter your website : you are losing most of the traffic you could generate.
In fact, the traffic that reaches you by generic words has a worse conversion than long tail .
Let’s say you have a t-shirt ecommerce, and you have managed to position the keyword “football shirts” in first position. It will attract a lot of traffic, but we can not guarantee that the user will make a purchase: You can be looking for generic information or a website where you can see the clubs equipment.
While the “buy a Messi T-shirt” search may yield few visitors, you can be sure that you are going to be a person with an intention to buy, and that the conversion rate will be much higher.
Approach to the list of keywords
The first thing you have to do when generating a list of keywords that is according to your website is to know what you offer, to whom you offer it, where you offer it and what is what sets you apart 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 with small children.
5. Does your business have a physical place?
Yes, I have a shop in Madrid.
Group the keywords into categories
Before continuing with the keyword search you have to create a spreadsheet to go adding the keywords from now on.
Now that you are clear to where and to whom your business is directed, you have to group the categories of your website into categories, which will then help you to expand the list and search for related terms.
Following the example of the books, we could group them into four broad categories:
- Buy children’s books online
- Online store of educational books
- Children’s Books
- Educational books in USA, UK
- Buy books coloring
It is in itself not useful as a list of keywords, are too generic and therefore with a lot of competition, the only thing you have done is to group the themes of your website, something that will make it much easier the next steps.
Expand from the list of keywords
In the next steps is where you will find the keywords that are going to generate business and where you have all the possibilities to attract users and to position satisfactorily, this is where you will discover the long-tail of your website. For this we will use the following tools:
Google Keyword Planner
Keyword Difficulty Tool
This process goes from less to more in terms of the concretion 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 wrote 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 footer :
You already have new ideas for keywords that you must add to the Excel that you created before.
This is an extremely useful tool, very simple to use and it will also save you a huge amount of time. Take the data directly from Google Autosuggest, giving 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: enter the keyword, choose language, type of search (I recommend leaving the default one, web), enter the CAPTCHA code and click suggest .
You have to enter the list of keywords that you have achieved with Google Autosuggest and include the results in your Excel file , cleaning all the keywords that do not refer to your business, ie if you do not sell children’s books wholesale, 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 sought.
3. Merge Words
Now that you have a considerable list of keywords, what you are going to get 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 possible combinations, as with the previous tool you will have to do a cleaning job as there will be many combinations that have no meaning whatsoever.
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 web, now comes the most important of the process, which of those keywords really have relevance 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 “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 puts “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, to do this select the entire column, click on the top menu in data> text in columns> choose delimited> commas ; You will have the information perfectly organized.
Now delete all the columns except the search volume and sort the keywords by the search volume.
5. Keyword difficulty tool
This tool will allow you to know the level of competence of each word, expressed as a percentage of how difficult it is to position them in Google:
It works like the other tools, you have to copy the keywords, paste them in 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 the additional information to the excel in which we already have the search volume.
Tip : Before pasting the Keyword Difficulty Tool information into your Excel it sorts the data from both files in alphabetical order to avoid misinformation.
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 the sport, since you can easily see the trend of searches throughout the year.
For example, you can compare if you are looking for more “coloring books” or “educational book” to optimize the content for the searches that are actually being done on Google.
Add synonyms and related terms
It is very important to add related terms and synonyms in the strategy of keywords your web as Google identifies increasingly better the relationship between the words of a website (more since Humingbird was launched ) and thus avoid a possible problem of keyword stuffing In your texts.
Ideally, you add a new tab in your excel where you link the most important keywords in your strategy (they should be the ones with the most searches and least competition) 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.
Search Combination Tool : It is very similar to Merge Words only that this tool also suggests new terms that you could add to your list.
Youtube Keyword Tool : The YouTube keyword search tool, essential for a SEO strategy of videos.