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Unleashing the power of keyword optimisation!
A Beginner’s Guide to elevating your online visibility…
Keyword optimisation is not merely a technical aspect of content creation; it is the art of research and also creativity, by producing quality, high value content that weaves seamlessly into the fabric of your SEO (Search Engine Optimisation) strategies.
In the ever-evolving realm of content trends and information overwhelm online, the strategic use of keywords stands as a linchpin for achieving visibility, relevance, and success in your SERP (Search Engine Results Page) ranking efforts.
In this beginner’s guide I aim to clarify what keywords are and the role they play in shaping and enhancing your online presence.
1.1. Keywords vs Search Terms (Search Queries)
While often used interchangeably, “keyword” and “search term” carry distinct meanings:
1. Keyword:
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- Definition: A keyword is a specific word or phrase representing the core topic or subject of a piece of content.
- Usage: Keywords are strategically included in website content, meta tags, and other elements to improve visibility in search engine results for organic traffic, or for paid campaigns.
2. Search Term (Search Query):
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- Definition: A search term is what a user types into a search engine when looking for information.
- Usage: These search terms may or may not align exactly with a single keyword as users often search using variations, synonyms, or longer phrases to express their queries. The goal in SEO is to match content keywords with these user search terms.
In summary, a keyword is a predetermined word or phrase used for Search Engine Optimisation (SEO), while a search term is the actual input users use to find information. The goal in SEO is to match the content’s keywords with the search terms users are likely to use.
1.2. Keywords vs Long-Tail Keywords
Keywords and long-tail keywords serve different purposes based on the specificity of search terms (search queries).
Long keywords are often referred to as “long-tail keywords.” These are more extended and specific phrases compared to shorter, more general keywords. Long-tail keywords typically consist of three or more words and are more focused on a particular niche or topic. While they may have lower search volume, they often yield higher conversion rates as they tend to reflect more specific user queries.
Here’s an example to illustrate when to use each:
1. Keywords:
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- Scenario: You run a general pet grooming website.
- Keyword: “Pet grooming”
- Reason: Use broader keywords when targeting a wide audience interested in general information. This can help attract a larger volume of traffic but may face higher competition.
2. Long-Tail Keywords:
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- Scenario: You specialise in grooming long-haired cats.
- Long-Tail Keyword: “Best grooming tips for long-haired cats”
- Reason: Long-tail keywords are more specific and cater to niche audiences. They might have lower search volume but tend to attract users with a clear and specific intent, leading to higher conversion rates.
Businesses and content creators often target long-tail keywords to capture niche audiences and provide highly relevant or specialist content.
1.3. Seed Keywords
Seed keywords are the foundation blocks of your keyword research. They are the initial, core terms or phrases that represent the primary idea or focus, around which you want to create content or optimise your website for.
These keywords are often broad and generic and play a crucial role in keyword optimisation, as they guide the process of exploring and expanding your keyword list to include long-tail keywords as extensions or variations of these seed keywords, which then include terms that align with your audience’s interests and search intent.
Example using a Seed Keyword to form Long-Tail variations:
In this example, “cat” serves as the seed keyword, and the long-tail variations delve into specific aspects related to cats. Each long-tail keyword addresses different search intentions that cat owners or enthusiasts might have, allowing for more targeted and relevant content creation.
1. Seed Keywords:
- Cat
2. Long-Tail Variations: (with Search Intentions)
- Adopt a stray cat in (Your Area) – Transactional
- Best cat food for indoor cats – Informational
- Common health issues in senior cats – Informational
- Best cat toys on Amazon – Navigational and possibly Transactional
- Cat care information on Wikipedia – Navigational
- Grooming routines for long-haired cats – Informational
- Choosing the right litter for your cat – Informational and possibly Transactional
- Buy organic cat food online – Transactional
1.4. High-volume vs Low-volume Keywords
High-volume keywords and low-volume keywords differ primarily in the search frequency, or the popularity associated with them:
1. High-Volume Keywords:
High-volume keywords are search terms that attract a substantial number of searches. These keywords are often broad, competitive, and have a large search volume. Businesses targeting high-volume keywords aim to reach a broad audience and generate substantial visibility.
Example: “Cat Care Tips”
This keyword is broad and likely receives a large number of searches. It encompasses general tips and information about caring for cats, appealing to a wide audience interested in feline care.
2. Low-Volume Keywords:
Low-volume keywords are search terms with relatively fewer searches compared to high-volume counterparts. These keywords are often more specific, niche-focused, and may have less competition. Content creators targeting low-volume keywords aim to reach a more targeted audience with specific interests, often achieving higher conversion rates.
Example: “Holistic Nutrition for Senior Cats”
This keyword is more specific and targeted, addressing a niche audience interested in holistic nutrition specifically tailored for senior cats. While it may have fewer searches, it caters to a particular demographic with specific concerns for the well-being of older cats.
So, as you can see in the above examples, depending on the goals of your content strategy the choices are: High-volume keywords aiming for broad visibility and Low-volume keywords targeting more specific and niche audiences.
1.5. Search Intent Categories
People use various methods and types of searches when looking for information online. Understanding these search intent categories is crucial, as it allows you to tailor your content and SEO strategies, catering to diverse user intents and improves the overall effectiveness of content optimisation for your keywords.
Here are some common ways people search:
1. Informational Searches:
These are driven by the user’s intent to gather knowledge or learn about a specific topic. Users are looking for answers to questions, explanations, or details on a particular subject. For example, someone searching for “cat grooming tips” is likely inquiring about best practices and advice without necessarily intending to make an immediate purchase.
Users seek information on a specific topic or question. For example, “how to groom a cat” or “cat grooming tips.”
2. Navigational Searches:
Navigational searches occur when users are looking for a specific website or webpage. The intent is to navigate directly to a particular online destination. These searches are often more brand focused or geared towards finding a specific online resource. An example would be someone searching for
Users search for a particular website or webpage. For instance, “cat grooming guide site:example.com.” “YouTube” or “Facebook” to access the website directly.
3. Transactional Searches:
These show an intent to make a purchase or engage in a specific online transaction. Users conducting transactional searches are typically further along in the buying process and are looking for specific products, services, or online platforms to conduct a transaction.
Users are looking to make a purchase or take a specific action. Examples include “buy cat grooming tools” or “schedule cat grooming appointment.” Are expressing a clear transactional intent.
Forms of search which identifies intent:
1. Long-Tail Keywords:
Users often resort to long-tail keywords, which are more extended and specific phrases, as explained earlier, that cater to niche information. These phrases, typically consisting of three or more words, aim to capture highly targeted searches. For instance, someone interested in grooming a specific cat breed might search for “best cat grooming tips for long-haired Persian cats.” allowing users to find precisely what they’re looking for amid the vast ocean of online content.
Users use longer, more specific phrases to find niche information. For example, “best cat grooming tips for long-haired breeds.” or “can coffee keep you awake?”
2. Semantic Searches:
This type of search reflects a more conversational approach, with users entering searches as they would express them in a conversation. For example, a person might use semantic search by inputting “where can I find the best coffee shops near me?” Semantic searches focus on understanding the intent and context behind the user’s query, aiming to deliver more accurate and contextually relevant results.
Users employ natural language, context-rich, or detailed queries to find relevant or specific results. For instance, “find cat grooming services near me.” Or “Tell me about local coffee places with free Wi-Fi”.
Learn the importance of Semantic Searches and how they are vital for future-proofing SEO: Artificial Intelligence and Semantic Search
1.6. Backlinks
Backlinks, also known as “inbound links” or “incoming links,” are hyperlinks that direct from one website to another. They serve as digital referrals, showing that one site vouches for the content or credibility of another. Backlinks play a crucial role in influencing a website’s authority and ranking in search results. The more high-quality and relevant backlinks a site has, the more it is perceived as an authoritative source, contributing to improved visibility and trustworthiness on the web.
You can learn more about Backlinks here: The Role of Backlinks in SEO (Article coming soon)
2. How to Find Your Keywords
Discovering Digital Treasures
Keyword research is similar to detective work, it demands an understanding of user intent and search behaviours (as explained above in the 1.4. Search Intent Categories section), this is where tools like Google’s Keyword Planner and Answer The Pubic prove invaluable in unravelling the nuances of your audience’s queries. Identifying and incorporating these keywords which are relevant to your content or niche is crucial for a successful SEO strategy.
2.1. Your Target Audience’s Perspective
When starting your keyword journey and creating your content, it’s important to adopt the perspective of your target audience and anticipate the search terms they might employ and their search intent.
Imagine stepping into the shoes of your users, contemplating the phrases or questions they are likely to use when searching for this information. This user-centric approach guides the strategic selection of keywords, ensuring alignment with the language and queries your audience uses. By conducting thorough research and understanding the nuances of your users’ search behaviour, you pave the way for increased visibility and relevance against competitive content, all vying for the same or similar audience.
2.2. Conducting Thorough Keyword Research
Your keyword research will be the cornerstone of any successful SEO strategy. It involves a meticulous exploration of terms and phrases that encapsulate the essence of your industry, products, or services and most importantly your target audience, those that align with your Brand Voice and CONTENT!
By understanding what your audience is searching for, you can align your content with their queries. This process requires a blend of intuition, industry knowledge, copywriting skills, and the use of specialised tools to unearth the golden words that unlock the doors to online discovery.
2.3. Utilising Tools To Find Keywords
Harnessing the power of digital tools is not optional anymore in my opinion, it is an absolute necessity for SEO strategies and specifically Keywords.
Platforms like Google Keyword Planner, SEMrush, Ahrefs, and Rank Math (I personally use this amazing plugin for WordPress SEO), all offer invaluable insights into search trends, competition, and related keywords.
These tools empower you to make informed decisions, guiding your content creation strategy with data-driven precision. Through their features, you can discover high-volume keywords, assess their competitiveness, and refine your approach for optimal results.
2.4. Competitor SEO Analysis
By understanding what your competitors are doing well and identifying areas for improvement, you can refine your own SEO.
Here’s a basic breakdown of how to conduct an effective competitor SEO analysis:
Identify Your Competitors:
Begin by identifying your main competitors in the online space. These are businesses or websites that offer comparable products or services and target a similar audience.
Keyword Analysis:
Analyse the keywords your competitors are targeting. Identify both the high-volume keywords and long-tail keywords they are incorporating into their content. This insight helps you understand their content strategy and the topics they find important.
Backlink Profile:
Explore the backlink profile of your competitors. Identify the websites that link to their content. Backlinks are a significant factor in search engine rankings, and understanding your competitors’ link-building strategies can guide your own efforts.
Content Assessment:
Evaluate the type and quality of content your competitors are producing. Look for content gaps, topics they haven’t covered, or areas where you can provide more comprehensive information. This analysis helps in shaping your content strategy.
On-Page SEO:
Examine the on-page SEO elements of your competitors’ websites. This includes titles, meta descriptions, header tags, and URL structures. Assess how well they optimise these elements for relevant keywords and user experience.
User Experience (UX):
Evaluate the overall user experience of your competitors’ websites. Assess factors such as site navigation, page load speed, mobile responsiveness, and overall design. A positive user experience contributes to better search engine rankings.
Social Media Presence:
Investigate your competitors’ social media presence. Understand which platforms they are active on, the type of content they share, and their engagement levels. Social signals can affect SEO, so monitoring competitors’ social strategies is valuable.
Technical SEO Audit:
Conduct a technical SEO audit to identify any technical issues on your competitors’ websites. This includes checking for broken links, indexing problems, and issues related to site structure. Addressing similar issues on your site can improve its overall health.
Local SEO Analysis:
If your business operates in a specific location, analyse how well your competitors are optimising for local search. This includes their presence on Google Business Profile, local citations, and customer reviews.
Benchmarking Metrics:
Use benchmarking metrics to compare your SEO performance against your competitors. Track key performance indicators (KPIs) such as organic traffic, keyword rankings, and conversion rates. Read more: SEO: Benchmarking Metrics – Quick Overview
By conducting a comprehensive competitor SEO analysis, you gain valuable insights that can transform your own SEO strategy. This ongoing process helps you stay competitive in the dynamic digital landscape and continuously optimise your online presence.
2.5. Identify Long-Tail Keywords
While professionally researched conventional keywords can work magic for your SEO, long-tail keywords add a layer of specificity that resonates with niche audiences. Identifying these longer more detailed phrases requires a nuanced understanding of your target demographic. Long-tail keywords often reflect the precise queries users might type into search engines, providing an opportunity to capture highly focused and engaged audiences.
The art lies in identifying and then incorporating these extended phrases into your content strategy, ensuring a balance between broader reach and targeted relevance.
Learn more: SEO: 12 Steps For Finding Long-tail keywords – Quick Overview
3. Strategic Placement of Keywords:
Where Content Meets Keywords
Now that you’ve discovered your keywords, digital treasures (not a technical term, it’s just how I view them), it’s time to strategically incorporate these into your content.
All aspects of your website, including content, meta descriptions, and headers, are open for strategic optimisation. But remember, don’t overdo it! Google and other search engine’s algorithms are very smart, and stuffing keywords unnaturally might backfire. Keep it natural, like a friendly chat with your audience or technical and to the point.
Using superfluous keywords (stuffing) in your content can be counterproductive, as search engines prioritise relevance and quality over excessive keyword density.
3.1. Incorporating Keywords Naturally
Incorporating keywords naturally is a delicate art that involves seamlessly integrating your chosen keywords into your content to ensure a smooth and engaging reading experience.
Naturally Incorporated Keywords vs Forced Keywords.
Example, content for a cat grooming website:
Naturally Incorporated Keywords: “Our comprehensive guide on cat grooming provides invaluable tips for maintaining your feline friend’s coat. From brushing techniques to managing mats, we share expert advice to ensure your cat’s well-being.”
In this example, the keywords like “cat grooming”, “brushing techniques”, and “managing mats” are seamlessly integrated into the content, contributing to a natural flow, and providing valuable information to the reader. This can be challenging when writing about technical subjects, as the words are used for clarity and identification in the content, but it is doable.
Forced Keywords: “Welcome to our cat grooming website! If you’re looking for cat grooming, cat grooming tips, and cat grooming techniques, you’ve come to the right place. Our cat grooming experts specialise in cat grooming services and cat grooming advice for cat grooming at home.”
As you can clearly see, in this example, the keywords are repeated excessively and unnaturally, creating a spammy and awkward reading experience.
The practice, known as keyword stuffing, as previously mentioned can harm the user experience and may lead to penalties from search engines. This was extensively used in the past as a Black Hat SEO strategy, where content was overloaded with keywords to manipulate search rankings. It did and still does, go against Search Engine Policies.
3.2. Strategic Keyword Placement
Strategically placing your desired keywords in page or article elements like titles, headings, and the first paragraph not only helps search engines discover you, but it also gives structure to your content.
The aim is to be found and to offer meaningful content with your audience through seamlessly integrating keywords, while avoiding forced insertion. Allow the keywords to flow organically within the context of your content as your audience will also notice if stuffing keywords was your primary aim, and it can turn them away from further or future engagement with your content.
Modern search algorithms prioritise user experience, so while your high-volume keywords can attract a broader audience, ensuring that the chosen keywords align with the content’s core theme is more important. It’s about achieving balance and relevance.
Example of strategic placement of keywords for a cat grooming article:
1. Title Tag:
“Expert Cat Grooming Tips for Long-Haired Breeds”
2. Heading Tags (H1, H2, H3):
- H1: “Cat Grooming 101: Essential Tips for a Healthy Coat”
- H2: “Long-Haired Cat Grooming Techniques”
- H3: “Preventing Mats and Tangles in Your Cat’s Fur”
3. Meta Description:
“Discover the best cat grooming techniques for long-haired breeds. Our expert tips cover everything from brushing to mat prevention.”
4. Body Content:
“When it comes to long-haired cats, proper grooming is essential. Our cat grooming experts recommend regular brushing to prevent mats and tangles.”
5. Image Alt Text:
“Long-Haired Cat Grooming – Brushing Techniques”
6. URL Structure:
“/cat-grooming-tips-long-haired-breeds” (Learn more about: Optimising URL Structures)
By strategically placing relevant keywords in these key areas, the cat grooming website optimises its content for search engines while maintaining a natural and informative user experience.
4. Ever-evolving keywords game
The ever-evolving keyword optimisation game where trends change as fast as cat memes can go viral. So regularly update your keyword strategy by incorporating those fresh keywords into your content. Ensure they align with contemporary discussions and emerging topics within your content domain too. This adaptive approach positions your content to remain relevant and resonant with your target audience.
Questions to ask yourself:
What are people talking about now?
What’s trending in my industry, services, or offered products?
What do people want to know or learn about?
What is in the news?
Summary of Best Keyword Practices:
Research Thoroughly:
Conduct in-depth keyword research to understand what terms your target audience is using. Use tools like Google Keyword Planner, SEMrush and Rank Math for valuable insights.
Long-Tail Keywords:
Embrace long-tail keywords with more specific phrases that cater to niche audiences. These can be highly effective in attracting users looking for precise, specialist information.
Monitor Performance:
Use analytics tools to monitor the performance of your chosen keywords. Evaluate what works and refine your strategy accordingly.
Update and Evolve:
The digital landscape is dynamic. Regularly update and evolve your keyword strategy based on changing user behaviour and industry trends.
5. Closing Thoughts: Keyword optimisation, lighthouses for your content
Discovering Digital Treasures
Keyword optimisation is not a one-size-fits-all; create a model which suits your business, marketing budget, Brand Voice, content offerings, and most importantly what your audience will be looking for. Have your keywords function as navigational beacons, guiding both users and search engines to the heart of your message: useful, relevant, and authoritative content.
Use these linguistic instruments to articulate the precise language your audience employs in search terms (search queries) and witness the transformative impact on your online presence when your content aligns with user intent. Happy keyword exploration!
Learn more about the Key Components of On-page SEO in these Articles:
- On-Page SEO: A Guide for Website Content and Blog Articles
- Title Tags and Meta Descriptions
- Content Snippets
- Header Tags (H1, H2, etc.)
- URL Structures
- Image Alt Text
- Internal and External Links
- Anchor Links
and to learn more about content creation, you can read about Evergreen Content and Pillar Method for Content Creation.