The main point of having a strategy for keywords is to structure and increase the traffic towards your website. If someone searches for something and finds your website, there is no use for you if they searched for something else. What your websites needs is qualified traffic, interested in your content. Understanding the strategy of the keywords starts with realizing what people search for. For each topic there are thousands of ways of searching, using different words or phrases. The more keywords you site ranks for, the more than it shows in the search results and the people can see it. Each time your website appears in the search results, it has a chance to be visited. Obviously, the higher the position, the bigger the chance. In total, the good presence of your website depends on the position that it has in the search results combined with how attractive and clickable is the title and the description that it has.
Steps in choosing keywords
- The first step is called brainstorming. It represents the developing of ideas of words that can be used to search for a given product or service. In this step you have to make a list of all of the possible terms that describe your products. One of the main mistakes in the brainstorming process is focusing on only one keyword or phrase and building a website around it. A website has to be conceived on different keywords and topics so it has wider reach. There are different level of keywords regarding the competition.
The general terms are usually the most competitive once, while the so called long tail keywords that consist of more than one word, are less competitive. It is important to know that not only the high competitive keywords are useful. Researches are proving that the long tail keywords are easier to target and they give a really qualified traffic.
So the first step of our keywords research is to create 10-15 main keywords describing your website. These keywords are the core of your website because they are going to help you define the topics that you are going to build your content around.
The main topics are the next level of keywords, which are containing few words of phrases. These are the keywords that are going to bring the biggest part of your traffic. They are also called long tail keywords. While thinking of 10-20 long trail keywords try organizing some of them around your main keywords. The main keywords are serving for organizing the biggest part of words and phrases. For instance, if you work in the real estate market, your main keyword would be house, and then you can add long tail keywords as house for sale, house with a pool etc.
Stop words are words that don`t bring any additional sense to your keywords. A lot of specialists are advising on skipping them, but then also you have to think that your content has to be user friendly.
There are few tools that can help you during your keywords research. The most popular of them is the Google Keyword Planner that is completely for free. Don`t trust only this tool though as Google is not going to show us all of the possible keywords that we can target just like that.
- During the very first step of your keyword and key phrase research you produced a list of plenty of short and long tail keywords. During the second one we are going to pick the main ones. They are going to help us to develop the pages of our website. To ensure that a keyword or a phrase is being interesting for us we have to find all those ones which have lower competitiveness and at the same time an averagely high number of searches per month. In order to find out which ones are they we are going to place all of the keywords we found in step one within the Google keyword planner. There we will see that the keywords house for rent is far more competitive and has far more monthly searches than for instance family house for rent. For each of the keywords we wrote down in the 1st step we’ve to make an analysis like this and to prioritize which of them to use as main ones and which of them to forget forever because they’re worthless.
- Selecting keywords adjustments – Within this particular phase we are going to even more develop our list of keywords and phrases, by incorporating various words that are enhancing our main keywords. These are words that are usually going to help us while creating our content material later on. They can be words such as “for free”, “help”, “advice”, “information” etc. It can be also an adjustment of the location. If you have a local business, do not forget to put in your keyword list a list with the city (cities) that are important for your company. It can be the area, city, street, country or the neighborhood. If you sell different brands, then you should as well include them to your keywords.
- Building your pages. Now that we are prepared with the keywords selection and prioritization, we are ready to produce content for our pages. Let`s select a theme per page so we can include on it all of the important words that are around one particular subject. For your home page pick out the most popular and traffic contributing topics and keywords. For the deeper pages choose more typical long tail keywords for further accurate searchers. That`s it. Your keywords map for your website is set up. What you have to do is to create your content material around it. Read our post informing of how to optimize you on-page content.