Keyword Research: Step #1 in SEO and Connecting with Your Audience
The goal when creating content is to address the questions and concerns of your audience. When you're able to accomplish that, visitors trust and respect you, and search engines reward you with higher rankings.
But how can you be certain that your page focuses on what really matters to visitors? Brainstorming is one approach. But the following 'keyword research' article shares a faster and more effective approach.
May 27, 2024 • 9 min read
WHAT YOU'LL LEARN
After reading this post, you'll understand how to:
- Focus on long-tail keywords for more traffic, higher conversions, and better ranking.
- Use Google's search suggestions for a simple, free keyword generator.
- Integrate keywords naturally into titles, descriptions, body text, and links.
- Avoid keyword stuffing and make sure your content sounds natural and valuable to readers.
Of the hundreds of thousands of websites competing to be seen in Google search results, only a fortunate few consistently rise to the top.
It's not that they're lucky or favored. More often, it's because they've mastered a technique many overlook: keyword research--the ability to select the right words and strategically place them in key sections on the page.
A 2023 study by Ahrefs.com found that 96.55% of all pages get ZERO traffic from Google, "often due to a mismatch between their content and the keywords they're targeting."
That's why keyword research is the foundation of any website design project we work on.
What is Keyword Research?
Keyword research is the 2-part process of 1) identifying the exact words or phrases people type into search engines when looking for products or services. And then, 2) using those "SEO keywords" in strategic ways throughout a webpage.
Generating lists of the right keywords and including them in important places on a page helps in 3 ways:
- visitors can more easily find what they are looking for, improving their overall experience.
- content creators are more likely to stay focused on what's important when building the page.
- search engines are better able to understand your content and more likely to award your pages top rankings.
Now that you understand what keyword research is, let's break it down further by exploring the four key types of SEO keywords that you should be targeting.
4 Types of SEO Keywords
1. Broad keywords
:'Asheville plumber,' for example, may qualify as a broad search phrase if you're in that business. The phrase could generate hundreds of searches daily--but it's highly competitive and encompasses many different intents.
Searchers for this phrase might be looking for a commercial plumber for a large office or retail project, or a residential plumber for a leaky home faucet. They may be in need of one who offers 24/7 emergency services or who also offers electrical service.
So, even if your site is able to rank for this broad term, the visitors you attract may be searching for something other than what you offer. When the visitor fails to find what they need, they will quickly leave the site, which sends a negative signal to search engines.
2. Long-tail keywords
:Unlike broad keywords, long-tail keywords are more specific. This might be phrases like 'residential plumber in asheville,' 'asheville emergency plumber for backed up toilet,' or 'asheville plumber to install water heater.' These phrases are searched for less often, but they attract visitors who are more likely to convert. Plus, these phrases are usually easier to rank for. If you're in a highly competitive niche or just starting out, these are the best keywords to target.
Depending on what you offer and the competitiveness of your industry, the main keyword for your page will be either the broad term or the long-tail phrase you choose to target.
3. Keyword Variations
:Instead of repeating the main keyword 'Asheville plumber' throughout the page, vary your phrasing. Find naturally sounding ways to include reworded but similar phrases like 'Plumbers in Asheville,' 'Asheville plumbing,' and 'Asheville plumbers.'
Those might seem to be the same thing to us, but they are all used by searchers. And including keyword variations gives search engines a better understanding of our message.
4. Related Keywords
:Also referred to as contextual, LSI, or NLP keywords, these are words or phrases commonly associated with the page's target keyword. They may even be some of the words we included in our long-tail keywords above. In the case of 'residential plumber in asheville,' related keyword phrases might include 'leaky pipe,' 'clogged toilet,' 'replace dishwasher,' 'repair water heater,' or 'install shower.'
So how do we come up with these all-important keyword lists?
The Best, Free Keyword Generator
Many small businesses can quickly create lists of keywords associated with their business. But they may be surprised at how many they overlook. And whoever is writing the content for their website often may lack that same level of expertise.
There are many online tools for generating keywords, but most are expensive and can be overwhelming.
The best keyword generator that we've found is the simple Google search results page. Just look at the gold mine of keywords (the words that Google displays in bold text) we were able to gather from just a few searches!
Almost every time you reword the search query, Google's updates the list of suggested keywords!
Over 70% of all searches are done for long-tail keyword terms!1 Plus, long-tail keywords are easier to rank for2 and they have a 3 times higher conversion rate.3
Now that we know where to find SEO keywords, what do we do with them?
Keyword Placement: Where to put SEO keywords
To optimize your page for SEO, strategically place your primary keyword and/or one of its variations in the following key areas:
- URL (page's file name)
Keep it short, relevant, and include the primary keyword. - Meta title
Include the primary keyword early in the meta title to assure that it displays in search results listing. - Meta description
While this section is not a direct ranking factor, clicks matter. Including the primary keyword will assure visitors that your page pertains to their query. - Schema and OG markup
Including keywords in these sections will help 'rich' search result listings and encourage social sharing. - H1 headline
Preferably at the beginning of the text. The H1 should be very similar to or the same as meta title so visitors know they've landed on the correct page. - H2 & H3 subheads
Including variations and related keywords here helps search engines better understand the page's structure and content. - Body copy
Place the primary keyword early in the text. Variations and related keywords should appear naturally throughout the body. Google assigns more value to keywords within the first 100 words, but avoid keyword stuffing. - Image file names and alt tags
Include primary, variation, and/or relevant keywords in the image file name and alt tags to improve SEO and accessibility. - Text of incoming links to this page from other pages of your site
Include keywords in the 'anchor text' of internal links. Doing so helps search engines understand how this page relates to other parts of your site.
Related keywords should be included generously and naturally (never forced) in all sections of the page.
How to Use Keywords: FAQ
"Is it important that I use Google's suggested search phrases word-for-word in my main headline or subheads?"
Google's suggested search feature is a great tool for understanding the topics that are important to your audience. But don't compromise the readability of your article by forcing those exact phrases into your headlines or subheads.
If your content is rich in keywords and variations that pertain to the suggested search phrase, Google will recognize that and consider your post as a possible solution for the user's query, even if you don't say the phrase word-for-word on your page.
"Does it matter how many times I include my keywords on the page? Is more better?"
There's no ideal 'keyword density' percentage. Instead, focus on writing naturally for your audience. This helps search engines understand relevant terms in context.
Keywords should never be forced or added unnaturally into your page. Keyword 'stuffing' can result in a page getting penalized by search engines and discounted by visitors. The page will likely sound fake and untrustworthy.
"How do I know if my page is over-optimized?"
Rule of thumb: If your page sounds natural, helpful, and informative when read aloud, it's likely not over-optimized. And when you consider that you'll want to include keyword variations, there is no reason to overuse exact keyword phrases.
It is more common for pages to be under-optimized--targeting the wrong keywords or using them incorrectly in ther content. This is a much more common reason for why pages don't rank well.
When a page is easy to read, provides valuable information to users, and ranks well for its target keywords, there's a good chance that you're looking at a well-optimized page.
Importance of Keyword Research in Website Projects
Keyword research basics should impact every aspect of a website design project:
- Website Structure and Content Generation: Equipped with keyword lists, you might suddenly see many opportunities to create new, supporting pages for your main keyword page. Creating and interlinking 'sub pages' is a great way to support your main keyword page. This helps visitors find related content and sends a signal of importance to search engines.
- Search Engine Optimization (SEO): Using the words and phrases of your audience is a reassuring signal to search engines that you're an authority on the page's topic. This improves the chances of ranking highly and being shown to more searchers.
- Paid Advertising: Ensures that ads are shown only to the desired target audience with the most persuasive message.
Example of an SEO Optimized Web Page
Below:
On the left is an example of what an SEO keyword list looks like before we'd start building a well-optimized web page.
On the right is a very rough snapshot of how we'd start designing that SEO optimized web page. We'd consider both the users experience and search engines rankings in the final design:
Tips for Effective Keyword Research
- Start Broad and Narrow Down: Begin with broad industry terms, then drill down to long-tail keywords that are specific, less competitive, and offer higher ranking and conversion potential.
- If Google's search results page does not provide sufficient keywords, explore other keyword suggestion tools like keywordtool.io, ubersuggest, Google Keyword Planner, or ahrefs.com/keyword-generator.
- Analyze Competitors: Tools like the SEO Quake browser extension help you see the keywords competitors are focusing on.
- Ideally, you'll have a page dedicated to each of your long-tail keywords. Be sure to mention or discuss any applicable related keywords on those pages.
- When linking from one page to another on your site or requesting backlinks from directories or other sites, try to include a variation of the target page's keyword in the wording of text links.
- Always be on the lookout for timely keywords as they arise: In 2016, "plumber to replace lead water pipes in Asheville" probably became a heavily searched phrase due to the health issues in Flint, MI. Most likely, few plumbers pursued it.
A Word About Semantic Search
In the past, search engines relied heavily on exact keyword matches. If an exact phrase like "plumbing repair Asheville" wasn't on the page, it was unlikely that the page would rank for that phrase.
Today, however, search engines don't just see words in isolation. They're much more able to understand the relationship between words and concepts.
If, for example, our page clearly focuses on "plumbing in Asheville" and we list "repairing pipe leaks" as one of your services, search engines will understand that we offer "pipe leak repair in Asheville." We do not need to explicitly say "repairing pipe leaks in Asheville" or "fixing pipe leaks".
In fact, repeating "in Asheville" or "Asheville plumber" excessively may be seen as keyword stuffing and would actually hurt our SEO.
This makes it all the more important that our pages include a good variety of keywords, that are closely related to the main topic. Just be sure to include them in natural and clear manner.
Conclusion
Effective keyword research ensures that website owners and web developers understand their customers and competitors. It uncovers potential opportunities in the market, helps the right customers find your site, and ensures that the site meets their needs. This foundational step is crucial for the success of any website project.
FAQs
Should I focus more on short or long-tail keywords?
Long-tail keywords are more specific, easier to rank for, and usually convert better. But a mix of both can help you capture a wider audience.
How many keywords should I target per page?
Target a single primary keyword (the core focus of the page), but also include a broad range of related terms and variations. This helps Google understand the full context of your content while ensuring the page isn’t over-optimized.
Should I Pay for SEO or Do It Myself?
If you have the time, interest, and technical knowledge--and are in an industry that isn't particularly competitive--do-it-yourself SEO is certainly an option. On the other hand, professional SEO experts can generally provide faster and more effective results. Plus, by outsourcing your SEO, you have more time to focus on running your business.
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At Joe Web, we stay ahead of the curve with constant research and testing. We have the experience and tools to uncover insights you might miss. Let us help you achieve the search engine rankings and business growth you deserve.
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Sources:
1) WordStream Study (2016)
2) SEMrush (2019)
3) Backlinko (2019)
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