SEO is about more than keywords.
But since SEO performance depends on it, keyword research is a must-have.
A Layman’s Explanation Of How Search Engines Work
Search engines serve users. They seek to find web pages that answer a users’ question. I say ‘they’ but let’s remember that search engines aren’t human. So, all they can go by is what the user types into the search bar.
Those words are the keywords.
Naturally, you would think that placing those keywords as many times as possible in your content would be a good strategy. It’s not.
It’s called keyword stuffing and if you do it, your website will get penalised and drop in its rankings.
This practice used to fly. As a result, the Internet was littered with web pages that were hard to read and often not very useful. So search engines like Google wisened up.
See my 5-step process to writing SEO-friendly content without compromising on the writing brief.
So, what do search engines want?
Search engines want website content that is:
Content is deemed as being related to users’ intent if it contains the keyword once. But it becomes useful when it also contains semantic keywords. These are words that explore the meaning behind the keyword.
For instance, if someone typed in “keyword research”, do they want to see:
- What it means?
- How to do it?
It’s informative when it contains in-depth content and is credible when it includes links to other credible websites. Its credibility is boosted if other authoritative websites link to the content too.
Let’s see how we can achieve this.
Step 1 Pretend that you’re not a content writer
Let’s say you are looking for free keyword research tools. What would you type into a search engine? Here are some ideas:
- free keyword research tools
- keyword research online
- online tools for SEO keywords
- free tools online for keyword research
- keyword research tools
As you can see, all of these contain at least 3 words. Most of them contain more.
Given that one of the SEO considerations in 2018 is to cater to voice searching, these longer keywords are even more important.
Types Of Keywords
There are three main types of keywords:
Head – single word phrases e.g. SEO. These are extremely competitive. They also don’t convert well because of how broad they are.
Body – 2-3 word phrases e.g. SEO keywords. Body keywords can be less competitive and more accurately represent what users are likely to search for.
Long Tail – 4+ word phrases e.g. free online keyword research. These descriptive phrases are less competitive, are therefore easier to rank for.
The advice about what type of keyword to use varies from expert to expert. Some will say that body keywords are the sweet spot of SEO content. Others will tell you that long tail is the way to go.
Here is what Neil Patel says about them:
“long-tail keywords are how you outrank the competition.”
What Type Of Keyword Should You Use?
In my experience a combination of body and long tail keywords is ideal.
Both are descriptive and specific. Most importantly, they accurately represent how people search online.
In the past, long tail keywords were to be avoided. But in 2018, long tail keywords are estimated to account for 70% of searches.
Here is how the different types of keywords have shown to convert:
Step 2 Use Google as a user
The next step is to get more ideas for keywords by actually typing them into Google.
Here’s what I see when I type “free keyword research tool”:
The results are interesting for two reasons:
- You can use it for more keyword and related keyword ideas
- It shows you popular keywords i.e. what people are searching for
Step 3 How to choose which keywords to use
You’ve made a good start. You have an extensive list of keywords.
But before you start writing your SEO content, you need to measure and analyse how well these keywords are likely to perform.
There are many free keyword research tools online such as:
You may notice that I have not mentioned any tools provided by Google. They can certainly help with keyword research but are not as intuitive to use as the ones listed.
If you would like to learn how to use them, here is a useful video:
Choose SEO Keywords With Confidence
When it comes to shortlisting the keywords that are best for your websites SEO performance, there are a few things to consider.
What are your chances of success?
In order to outrank your competition (which is the aim), you need to choose keywords that are highly relevant and low in competition. In short, body and long tail keywords.
If your website drives huge volumes of organic traffic, you may have more success with more competitive keywords.
Here is Ubersuggest’s analysis of one of my keyword phrases:
The lower the score, the easier the keyword is to rank for.
This gives you an indication of how many searches there will be for the keyword.
In the example above, the volume is low (70 searches per month).
Logically you would think that this means that it wouldn’t be a good keyword. But as arefs point out, this isn’t quite accurate. Even if lots of people don’t search for the keywords, when they do, you have a better chance of a high ranking in search results.
This is about choosing keywords that your customers will use.
Ask yourself, what do they want to do?
Backlinko have four useful categories:
- Buy Now – if your reader wants to buy then words like ‘buy’, ‘deal’, ‘sale’ are going to be relevant.
- Product – these focus on specific brands or companies e..g. Nike trainers. So what do users want to know? Do they want a ‘review’? Perhaps they want to know the ‘Top 10’ Nike trainers.
- Information – most people go online to find information. Let’s say they are trying to lose weight, they may search for ‘Best ways to…’.
- Tire Kicker – these are rarely successful. They include words like ‘download’. Although Backlinko state that the word ‘free’ rarely converts, I disagree.
I’ll digress for a second. As Robert W. Bly, copywriting guru quite rightly points out, ‘free’ has been effective for years – for good reason. People like things that are free.
Don’t be afraid to use it. Just be selective about when you do.
CTR (Clickthrough Rate) indicates how likely someone is to actually click on your link versus just passing by it.
Many keyword research tools use this to give you an estimate of how much income you are likely to make through paid ads. Organic CTR tells you how likely someone will click on your website without you paying for it to appear high in search engine results.
Step 4 Now you can start writing
Before you write, follow these guidelines to make sure that your keyword research, is put to good use.
- Include your focus keyword once (maximum twice) – I know I said it earlier, but I can’t emphasise it enough.
- Embed your semantically related keywords into the natural flow of content. Don’t create a sentence specifically to include it. Focus on keeping the quality of the content high for your readers.
- Write a short meta description that includes the focus keyword once. See how the keyword is highlighted in the description below?
- Write detailed content but prioritise quality over quantity. Search engines like meaty content – as long as they are relevant and useful.
Keyword research is only part of the SEO picture
As I mentioned at the start, SEO does not solely rely on keyword research. But as a content writer, it should be your main focus.
If like me, you manage your whole website, then you should also look into other ways to optimise.
Here are some useful links: