Today, if we talk about SEO, SEM, PPC and other stuff related to digital marketing, most of the people start talking about backlinks, quality content, length of content, keyword stuffing, etc., without even realizing what they are skipping!
Yes, you heard it right! They are skipping the very basic and first rule of on-page SEO i.e., selection of right and relevant keywords.
I am sure about this point, as I had been one of them.
However, it is not a rule, and a person can choose any keyword but the irrelevancy might drop the website to the bottom. And to save yourself from this drop you must know how to choose keywords according to your business relevancy.
Let’s complete a small tour and learn what keyword research is and how we can select keywords wisely.
To begin with, we should know –
What Is a Keyword Research?
A Keyword Research is a study to find alternative keywords related to unique niches, on Google or any other search engine.
A keyword is more effective if it has some competition. From the image below, it is clear what we have considered as competition.
It is the search result of a particular keyword. It also, implies that how many times on an average people do search for that keyword per month.
The subsequent question which you might be holding back is – How We Can Select Any Keyword?
But before we go further I’d like to introduce types of keywords to you and how they affect the on-page SEO.
Types of Keywords –
#1 Commercial Intend Keyword –
Commercial intend keywords are those keywords which are intended to bring business on your or other websites.
Let’s take a small example – “Best SEO company in Kolkata”
Now, in this example, a person will check all the companies in Kolkata and then select the one for his on-page SEO work. This is how these keywords intend to bring the business to a particular company.
#2 Information Intend Keyword –
These are the keywords through which we’re trying to get knowledge. For example – “What is on-page SEO?”
When we search this term, many snippets will appear on our screen and we can read the given information. So, any keyword which intends to give us information will be considered as information intends keyword.
Now, we will discover how the length of the keyword affects the SEO rankings.
First, we will divide keywords on the basis of length, which is further sub-divided into three parts:
#1 Long tail keywords – Long tail keywords have generally low search volume, and competition thus they easily provide a positive effect on on-page SEO. The keyword length is more than three or four words.
For example – Best SEO training company
#2 Mid-tail keywords – After, long tail keywords, mid-tail keywords help in the ranking of a website. They take some more time in the ranking process as compared to the long-tail. Moreover, they have a good search volume, with good competition. Normally the keyword length ranges between 2- 4 words only.
For example – Best SEO training
#3 Short tail keywords – These keywords have a huge search volume with good competition. It is tough for a normal website to be ranked on these keywords, as they can take years for that. For such type of keywords length range from 1-2 words only.
For example – SEO training
The length of the keyword specifically affects the on-page SEO. In fact, 70% of searches come under the long tail keywords because they are unique, and compromise search volume in bulk, whereas mid-tail and short-tail keywords are very common and thus, hard to convert.
Now, moving further let’s learn how we can search the keywords and select them?
To search the keywords we have to follow some simple steps which are as follows:
Step 1 – Business Understanding – To search any type of keyword one should know about its business, relevancy, and services offered by them. They should also check what results they are getting from Google on that keyword.
Step 2 – Google Suggestions – When you’re using your mind, you can also check for Google suggestions which are always given at the end of the first search page.
In this image, you can see Google has given some suggestions according to our keyword.
Step 3 – Competitor’s Analysis – Yes, to better understand the keyword research, you should go online for competitors and check for new keywords ideas that they are using in title and descriptions.
He is your competitor in hotel business. Also, we have highlighted the keyword used by the competitor. Now we will check which type of keywords had been used by it.
You can use SEMrush tool for this purpose. Here is an image, where you can see the keywords used by your competitor. You can also, export the report and select any keyword you find relevant to your business.
Step 4 – Use Of Google AdWords Planner Tool – By this step, you must have a handful of keywords, now all you have to do is search the keywords in Google AdWords Planner Tool and see the suggestions relevant to your business. You can choose the keywords from the suggestions accordingly.
In the above image, you can see the keyword suggestions for keyword – “Best hotels in Kolkata”.
Step 5 – Keyword Selection – This is the most important part of keyword research, and you have to look very carefully as you have to follow certain steps:
5.1. A keyword with Good search volume – You should select a keyword which is a long-tail keyword and has a good search volume.
5.2. A keyword with low competition – A long-tail or mid-tail keyword has low competition as we you can see in the image below. Over here obtain two images showing competition of a short-tail and long tail keyword.
Above image shows a short-tail keyword with competition of up to 14 crores and 50 lakhs.
Above image shows a long-tail keyword and showing that competition is very low as compare to the short-tailed one.
5.3. A keyword with ranking (if they have)– You can consider the keywords which are ranked in top 10 searches of Google’s page.
5.4. Relevant keyword in Google SERP – Keyword should be relevant to business and it should deliver relevant competitors in Google SERP as fighting against irrelevant competitors is very difficult to rank our site on first page of Google.
In this tour of keyword research, we have informed you about keywords, type of keywords, keyword research, how to select keywords, etc. And if we summarize the blog there are some points which you should always check and follow:
In the beginning, we should constantly check the relevancy.
Second, the competitive analysis, you must know on what keywords your competitors are ranking.
Third, always go for Google suggestions, this way you will find more related keywords.
Fourth point, the competition of a keyword must be low and search volume high.
The last point is to pick the keywords wisely out of all the initially selected keywords.
He is digital marketing trainer who specializes in SEO, PPC, Social Media Marketing strategy, Brand Management. For bread and butter, he works as managing partner at Konvert Klicks. In spare time, he loves spending time with family and friends. Long Rides on bike and watching movies is his stress buster.
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