The ultimate question arises each and every SEO Blogger Why is keyword research important for SEO? You write a blog with interesting content and yet you are failing to generate traffic? What if the problem came from the choice of keywords used in your articles? How to choose the keywords to arrive at the top of the results on Google?
The search engine only needs 0.46 seconds for the results list for “Attractions Bavaria Winter”. Preparatory work is of course necessary so that the results are ready at lightning speed. The search engines send small programs on their way through the www. They are called robots or spiders. It’s meander from link to link. They download the found pages. Then the page is examined in detail, text, images, videos, etc.
We already know that SEO (search engine optimization) aims to increase the organic traffic of a page of a site. Not traffic of any kind, but traffic aligned with the objectives of the page itself: a service, product, or even a message. To be able to do this, SEO uses keywords, which are introduced into search engines like Google by users, while they search for a certain topic. Today we are going to better understand Why is keyword research important for SEO.
What are the keywords?
Before researching keywords, let’s go into detail about what these words are. Often also called with the English version keywords, keywords are the terms used by users to search on search engines such as Google or Bing.
Hence, there are virtually infinite keywords. Try to imagine all the words you know and all its possible combinations. Not only that: add all the languages that exist and the combinations between the languages. Finally: also consider the mangled versions of words. In fact, it seems strange but it happens very often that this happens. For example, the keyword “airport” is introduced on Google on average 468,000 times in 1 year. At the same time, the mangled “airport” version is used 156,000 times. Not a bad quantity, right?
Also, different keywords are those slightly distinct such as “Venice airport”, “Venice airport” and “Venice airport”, among other variations. Each has a different search volume, number of clicks, and degree of difficulty. Not infrequently, these similar keywords may even have different search intent.
Understanding these nuances is absolutely essential to choose the keywords that will allow the site’s content to achieve the established goals. Whether it’s selling a product or service or conveying a certain message, the mechanics are always the same.
What is keyword research?
Now that we understand what keywords are, let’s see what searching for these keywords is. Unfortunately, understanding the importance of keyword research is insufficient even in the world of SEO experts and consultants.
Searching for keywords or keywords is the activity in which the most important words are chosen to be used in the new content we are about to create.
Where to search for keywords?
There are numerous tools that allow you to perform keywords research, some free, others for a fee. We mention a few: Ubersuggest, SEMRush, Ahrefs, KWFinder, and the timeless Moz. Google also provides some tools and features of its tools that allow you to do and even refine your search: Google Suggest, Google Trend, and the Google Keyword Planner, connected to Google Ads.
What keywords to use for good SEO?
Google’s algorithm cannot guess on its own which queries your article should stand out on. It’s up to you to make his job easier by integrating the keywords that are typed the most by your potential visitors. To help you find the keywords most searched by Internet users there are several easy-to-use tools (on google) since they suggest lists of words related to the query you are typing.
The advantage of these tools is that they allow you to find the semantic field of the keyword (s) sought. Indeed, if you use different words on the same topic, your text will be richer and more appreciated by Google.
With the keyword excursion destinations, Google shows 5,900,000 results. Of course, you are usually interested in excursion destinations in a certain region. If you want to spend your winter holiday in Bavaria, you can refine your search. With the keyword phrase “Attractions Bavaria Winter” only 553,000 hits are displayed. This makes the search for a nice destination much easier.
How to properly place keywords?
Once you know which keywords and groups of keywords to insert in your article, it is now time to position them optimally. Remember that Google prefers to index clearly organized texts with titles and paragraphs. You must therefore make sure to place your keywords in the Title, Title h1, and highlight them in the paragraphs using the “strong” HTML tag. You can use this article as an example of keyword placement! Did you already apply these tips?
Go ahead and produce content. The more you post, the more Google will be interested in your blog. Did you place words chosen at random? Change your method and see the result of your positioning improvement in Google results!
How to research keywords?
When carrying out the search, all the aspects necessary for the correct choice of keywords must be highlighted and investigated. The most important are:
Search volume: it is the number of searches for a given keyword, usually in the period of 1 month;
Degree of difficulty: it means how difficult it is to position that keyword. It usually ranges from 0 to 100, where 100 is the highest degree;
Amount of clicks: demonstrates how much a certain keyword is clicked. Of course, the closer to the search volume, the better.
Search intent: when the user searches for a certain term, what are they looking for? It becomes essential as some keywords have an intent to buy with them. For example, “best running shoes” brings with it the intent of those who are evaluating the purchase from the available models. Instead, how long does a running shoe last has an informative value?
The trend over time: how the search volume of a given word is behaving over time. As we know, changes are very fast, and therefore understanding the trend is essential.
As written a little earlier, keyword research is often not very effective even among professionals. Because? Many times, due to carelessness or even ignorance, it does not deepen adequately. Either in the choice of words with intent other than what is necessary, or that do not concern the sector or with insufficient volume to have results. Whatever the cause, the result of a keyword search done properly will not have the same effect: no results.
Why is Keyword Research Important and How You Do It?
Today we put more emphasis on keywords and their importance. Whether it’s for website creation or redesign, you need to think about keywords. They are the most important step in your SEO. To put it simply, the majority of your actions will revolve around defined keywords.
In order for potential customers to be able to find you, you need to use the right keywords. If you can identify the right keywords in your field, then it’s very likely that it will pay off in several ways. For example, you will find:
what is most sought after directly in your field
which phrases are searched for
which words the competition uses
you will discover words that you may have used but have now proved to be completely inappropriate
which keywords and phrases will support your PPC advertising
However, there is a relatively long way to go to know which phrases are the right ones. Definitely worth doing detailed keyword analysis. This is important not only for the correct identification of words that are appropriate to target but also for the detection of inappropriate words. This avoids a situation where irrelevant customers come to your site, who quickly appear and also disappear quickly.
An important aspect of keyword research is studying your competitors. Once we have our possible market niche, we must investigate the pages that occupy the first positions to see if we can compete with them.
A very common mistake in keyword research is the selection of key phrases or long tail that have little traffic. Knowing the market is very important because on many occasions we think that users carry out a search with certain words and it turns out to be very different.
In general, search engine users quickly learn how to do a more refined search to get what they want. Very few search with a single word, opting for longer phrases or long tail that obtain more precise results.
For an optimal selection of keywords, the following points should be taken into account:
Keyword popularity: The ideal is to find the optimal key phrases in each sector for the optimization of each page. It is also recommended to optimize pages for misspelled high-popularity keywords where competition is less.
Semantic Web or 3.0: With the latest Google update (Hummigrid), searches have a conception It is about using a language similar to that used in everyday life, and therefore we must take into account when locating keywords in which expressions are used.
Keyword competition: Due to the high competition that keywords can have, it is advisable to identify a niche or set of keywords that clearly describe the web and that only a few have chosen before. In this way, it is possible to segment the line of action and with a good strategy, the target audience can be better reached.
The relevance of the keywords: One of the most important aspects of web positioning is to provide the web page with precise and specific keywords that can give the web page a good position within the organic results. For them, it is necessary to have an excellent knowledge of the target, that is, which search engines usually use, and what keywords they use to find a product or service.
Relationship of the keywords with the content of the site: The relationship between the keywords of a web page and its theme is a factor that search engines like Google consider fundamental. You must choose not only the keywords that fit the content of the web but also the keywords that users use to find the site.
Combine several key expressions into one such as (sale of computers + computers in Barcelona = sale of computers in Barcelona): It allows good readability in those points of the page where they are used, and it avoids the Frankenstein syndrome that many artificial clumping of keywords suffers.
The home page has been optimized: once the home page has been optimized, is to optimize the secondary pages with the appropriate keywords that identify those pages. You have to try to add the keywords to the main page naturally. In this way, that representative keyword of the web is highlighted.
3 frequent mistakes with keywords
Let’s look at three more elements that frequently happen in the life of SEO. Three real loose mines are hindering the success of content. Let’s see them together.
The customer asks for what is not needed
In fact, it often happens that the customer gives us “ready” the list of words needed to position his site. Based on our experience we can say that these words are usually a good starting point.
No one can understand a business better than those who work there daily. If we take the example of a footwear trader, he will surely be able to name the products and terms that are fundamental to the sale. This does not mean that this is replicated in the digital world.
In fact, from a digital point of view, things are usually different. Both our competitors will be different from those of the physical store (remaining in the same example), and the terms used by potential customers in their search will be different. Here too, keyword research will remedy the situation. It becomes essential to understand in that particular sector which words will make the difference.
Many other times the customer asks for words that may appear relevant but … have no traffic. In that case, all efforts for organic optimization will be thwarted by the lack of research.
The words provided are not aligned with the objective
Another situation that happens very often is that the words indicated by the customer are not effective and often do not even reflect the habits of potential buyers.
Let’s take a hypothetical example, with some force to make the concept: a company wants to position its site for boat rental in Jesolo (VE). Thus, he insistently asks to position himself for the keyword “marina di Jesolo”. What appears to be a business-friendly choice is actually a mistake. Given the existence of the famous Marina Club di Jesolo discotheque, naturally, in Jesolo, the predominant research intent is dedicated to this activity, not to the former.
The keyword research done correctly, in this case, will indicate other more suitable solutions such as “Jesolo tourist port”.
Manipulative keyword research is also a trap to avoid. Yes, because still in 2020 there are many SEOs who still believe in the formula of keyword stuffing and dangerous surroundings.
The practice consists of injecting all the desired words into the text to “maximize” the results. Therefore, in the research phase, “all” the necessary words are highlighted. Even those that actually advance. Subsequently, in the drafting phase, they are all used, in abnormal quantities, no matter how disconnected they are from each other.
Result? The page fails to rank, the customer will be unhappy and the SEO will lose points because “once again it didn’t work.” A masterpiece of misunderstandings, which happens more often than you want to believe.
A content can never be successful without adequate research
Keyword research is a fundamental element of SEO strategy
Often overlooked, keyword research is a cornerstone of any site’s SEO strategy. By carefully following the necessary steps it will be possible to produce a list of words relevant to the new content we are about to create.
Unfortunately, this does not ensure the success of the newly created piece. At the same time, surely a content will never be successful without adequate research.
We have reported only the most sensitive ones to reaffirm how vital it is to devote time to this step, which is so essential to the effectiveness and success of SEO.
Finally, be realistic. If your site is nascent, don’t aim too high right away. You will be competing with sites that have been around for years and have many more pages than you! Profitability will not necessarily be the same.
Take the time to work on your strategy. Start with the most accessible keywords. Once you position yourself better, then you can consider more competitive keywords.