What are keywords and why are they so important for your traffic?
Have you just started your journey with SEO, are bombarded by phrases you don't know the meaning of, and have no idea where to start learning what it's all about? Well, good news - you found the right article! In this article you will learn everything you should know about keywords - what they are, how to search for them and how to prioritise them - all of this will help you can get more traffic to your website. SEO doesn't have to be hard!
What is a keyword?
Keyword is a word or a phrase that should be included in your page's content, to help search engines such as Google, match your page with people searching for similar queries.
Coming up with keywords, you need to have your target audience in mind. Think of what they might be searching for answers to and match it with the topic of your page's content. Keyword should both: describe your page's content and be a word or a phrase that your audience will look for.
Keywords can be both: short, consisting of only one word, e.g. gardening, or long phrases, that go more in-depth with the topic e.g. gardening tools for seniors.
Why are keywords important (why should I use them)?
Well thought-through keyword strategy combined with SEO-optimized pages can drive massive amount of traffic to your website.
Including keywords in your content allows Google and other search engines to understand what your page is about and match it with people who search for topics similar to the one of your page. Keywords can drive quality traffic to your page, since people who search for phrases similar to the ones included in your page's content are automatically interested in the topic you write about.
How to search for keywords?
If your company doesn't have a keyword strategy you can develop your own. Here are some tips on how to come up with the most beneficial keywords for your company in no time without using complicated tools!
Which keywords should I choose?
First and foremost, make sure your topics (and therefore also your keywords) are connected to the main area your website is about. So if your website is all about gardening, your topics should be concentrated around that area - this makes Google realise that you’re an expert in gardening. Therefore Google might prioritise your page over others using the same keywords, if the other ones come from websites not as strictly connected to gardening.
Having that in mind, you can still probably easily come up with hundreds of keywords that would fit within gardening. So how do you, having a list of a hundred different keywords, choose the ones that you should prioritise? By looking at their Average Monthly Searches amount and Competition Rate. To see these factors, you can use many different tools available for free online. The most well known one is Google Keyword Planner (but you can use anything from SEMrush to SiteAttention). You should try to find the keywords that have the highest number of monthly searches and the lowest competition rate. That means that they are often searched for on Google and at the same time are not popular within your competitors.
Another good strategy will be to choose some long-tail keywords (keywords that consist of a few words). These are more descriptive, so it often means that the person who searches for them, specifically knows what they are looking for - such person will be more likely to go on your page and actually read the full article, than people who search for very general phrases. E.g. somebody searching for “gardening” might be looking for anything from gardening tools to plants that like shade. When somebody searches for “best gardening tools for seniors”, the case is quite clear that they want to buy some gardening tools which would be easy to handle for seniors. Long-tail keywords will get less monthly searches, but they usually also mean less competition and more targeted = interested in the topic traffic.
Going in depth...
To prepare a good keyword strategy you should remember to categorize the keywords you've chosen into the buyers' journey. Think of what kind of topic will a person look for when researching the topic for the first time, what will they search for when they go more in depth with it, and what will they want to know before and after the purchase. You need to make sure that all of these categories are covered with the most relevant for each of them keywords. This way you can keep attracting readers to come back and learn more from you.
Want to learn more about SEO?
Still feeling lost doing your SEO research? Looking up all the abbreviations as they appear in articles you want to learn SEO from? Have a look at our guide to Search Engine Marketing (SEM) for newbsies and understand the meaning behind the most important words and phrases in Search Engine Optimization (SEO)!
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