Choosing the right keywords is essential if we want to achieve a good natural positioning and attract thousands of visits per month to our website. In theory the approach is very simple, since it is about using the most searched words by our target audience in our articles and webpages. This way we will ensure that when a user Google searches using a word we have used on our webpage, it will appear in their top search results.
But in practice it’s not so simple, since there are many websites like yours competing for the same keywords. The challenge is to get positioned well with niche or long tail keywords, later, we will explain what these are. Basically it consists of using very specific keywords, which although they do not have the same large search volumes as the most generic words do, we will compete with fewer websites, the users will find us more easily, they will be more identified with our content and they will be more likely to enter our website. All of this will result in a much higher conversion rate..
We will see how to analyze these keywords, what are the criteria we must follow to select them and how we should use them to maximise their benefits.
Before starting to investigate keywords we will look at the different types that exist and how we can classify them.
Types of keywords
1. The user’s intention:
They are keywords that are searched when the user intends to do something. We can divide them into 3 types:
Informative: the intention is to look for information. For example: how to create a post.
Transactional: the intention is to make a transaction. For example: buy running shoes.
Specific: it is intended to find a specific website. For example: Nike, Sony, eBay.
2. The volume of searches:
Keywords can also be classified by the number of searches they have on search engines like Google.
We can classify them into 3 types:
General: they are very broad words with high volumes of searches. For example: Blogs
Medium definition: words are more defined but not specific and therefore quite broad. For example: Popular blogs
Long-tail: they are very specific words and they represent around 70% of the total searches, so they are great opportunities to get positioned. For example: What are the most popular marketing blogs?
What we must do then is an analysis of the phases through which our Buyer Persona passes, as we saw in the previous lesson, and decide which types of keywords are the most appropriate for each of the phases.
How to find the keywords with the most potential for our business?
The time has come to start researching keywords for our business. We will look at the tools that will help you determine the keywords that are most likely to attract visits to your website and define the long-tail keywords of your niche.
You will have used this feature of Google many times without realizing it. When you type in the search space, Google shows suggestions by completing what we have written, based on the volume of searches for those terms.
To start outputting results suggested by Google, start using a broad keyword. For example, if we start typing “running shoes” in the search bar, we will obtain the following:
Google Keyword Planner
Google Keyword Planner will tell you what volume of searches there is for the keywords selected from the list. This list can then be sorted by the most to least searched.
To do this, go to the option “Search new keywords using a phrase, website or category”, activate the option “Show only ideas directly related to my search terms”, copy your list of keywords, paste it in the ” Your product or service “and click on” Get ideas”.
Now you have obtained a list of the terms that you have entered. Sort them according to your search volume and download the list of keywords in CSV.
Finally, you will have a list of the most relevant long tail keywords in your sector, sorted by search volume and degree of competence.
From highest to lowest, the most searched and least used keywords, will be the ones that we must use more often
How to use keywords in a blog post?
Once we have obtained the list of keywords with which we will attract visits to our website, we must know how to use them and place them correctly in the articles that we create for our blog.
The keyword must be present in:
- Title and meta description (what appears in the Google search results of a website)
- Title of the article (H1 tag)
- Subtitles of the article (tags H2, H3 …)
- Body of the article (several times throughout the article and with different combinations)
- Image: in the name of the file ( .jpg, .png …) and in the ALT attribute.
- URL: in the web address of your site that contains the article.
As we have seen, if we want our blog to succeed, among other things, we must analyze and choose the most wanted and least used long tail keywords by other websites.
Through perseverance and hard work we will begin to see results and our blog will receive thousands of visits per month. Take advantage of the tools that we have taught you throughout the article and start to climb higher in the search engine results.