As Google’s algorithms undergo countless updates and improvements since a decade ago, many things come and go in SEO practices. However, there is one thing in SEO that remains throughout the changes and development of Google, which are the keywords.
Even though there has been a shift of paradigm on the purpose of keywords, it has evolved and given an extension to its purpose, which is aside from being a conduit between them and your content on internet, it also helps you to understand the intentions of your audience. For example, if an internet user typed “party”, it could mean that the user could be looking for local services that cater for party, party ideas and themes, how to organize a party, or it could also be what to do in a party. That is why knowing the intentions of your target audience can help you to get the best keywords for your SEO efforts and having the best keywords help you to achieve the best results for your website’s or business’s SEO. So, how do you get the best keywords for your SEO with promised results?
- Identify your topic keywords
Say, you own a beauty website. So, you should first identify the list of topics that are vital to your business and website, such as “makeup”, “skincare”, “acne”, “beauty tips”, and “beauty trends”. You can try thinking from the perspective of your target audience to consider what subject matters a lot to them and how do they type it on the search engine.
You can also use SEO tools like Google Analytics to pinpoint the topics for the main keywords. Take note of the numbers next to the keywords. They indicate the number of their monthly search volume respectively, meaning that the total amount of the keywords being searched on the search engine every month. The higher the number, the more popular the topics or keywords are, which means the competition to secure traffic using those keywords are high as well. Choose the keywords according to the level of competitiveness that you can handle. Nonetheless, the volumes are also to let you know how important the keywords are.
- Build your topics
After choosing the keywords that you want as the main topic, now build that keyword with other subtopics. There are many variations you can make from the main topic. For example, if your main topic is “skincare”, the subtopics can be “best skincare routine”, “skincare tips for winter”, “skincare products with natural ingredients”, “best skincare products”, “how to know if my skincare product is harmful”, or “what is the suitable skincare for oily skin”.
If you have trouble figuring out the keywords for subtopics, you may survey from your co-workers who handle the sales (if you are running a business), use analytic tools (they can help you to identify what kind of keywords are used by the internet users on your website) or simply type in the main topic keywords on the search engine and you will see a variety of suggestions on the results page. Then, you may get inspiration on what keywords to use as your topics from the search results and suggestions.
- Access the structure of your keywords
After constructing your keywords, check to see the characteristics of the keywords’ structure if it is head terms or long-tail keywords. This is important because knowing which is choose or to balance between both will help you to attain the best keywords with desired results, which are being able to rank on the search results pages and attracting traffic.
Head terms are short keywords that are very general, with only one or two words in the structure. It has a high level of competition as it is a very common topic in the field or industry, like “skincare product”. While long-tail keywords are longer keywords phrase that are more specific, with three or more words in the phrase, like “how to know if my skincare product has natural ingredients”. The pro of head terms is that you may gain traffic because it is a common keyword, while the con is you may struggle or lose out in the competition. In contrast, the pro of long-tail keywords is you will gain quality audience who will spend more time on your website, come back for more content from you, or purchase something from your website. The con is that you may not get as much visitor as head term keywords because the topic keyword is too specific.
Based on your criteria set to be the “best” keywords for your SEO, you may choose to invest into creating more contents based on head terms keywords, or long-tail keywords, or balance between both. If you choose to get keywords that are balanced between head term and long-tail, you can adjust your keywords to be less specific and not overly long or specific. This will help you to receive the advantages of both types of keywords and reduce the disadvantages of those two types.
Knowing how to get the best keywords for your SEO will ensure you with the best results in return when you know which strategy and choice of keywords to choose and focus on.