If you don’t understand how to use keywords for your Search Engine Optimization, you are losing business. That’s a fact.
In this guide, our SEO experts will explain and illustrate everything you need to know about SEO keyword research step by step so you can increase your website's ranking on search engine results pages.
How do you choose the best keyword for SEO?
First of all, what are these SEO keywords? A keyword is a word or phrase by which your potential clients can find you on Google. Also, these are the words or phrases by which your website is optimized.
Keep in mind that SEO is something that promotes not only the main page but each page of your website (about us, services, blog, and the like).
It’s that simple: more pages = more keywords = more content = higher the rankings.
That’s why it is highly recommended to increase/build a good number of pages on your website, and pay attention to the correct internal structure of each page.
And remember that your website will not appear in the search results for the keywords that are not on it. For example, if you want to be found by keywords “quality plumbing services,” but your page description mentions your bio, contact information, and your company name, you can only count on being discovered as “John Smith Plumbing.”adobe
If you are using paid advertising, you can probably be fine, but why not just put the right keywords where they need to be and reduce the budget for Google AdWords?
So, what does an SEO expert do—and what you can do? The expert finds the maximum number of keywords that lead your potential clients to your website or service. These are the words for which your potential customers are looking. There can be hundreds or even tens of thousands of words and phrases (have you ever seen SEO companies offering the “cheap SEO package” with ten keywords, and a “VIP package” with 1000 words—that’s the one that works.)
But, if your website has only one or two pages, don’t think that you can outsmart google by placing 50 keywords and phrases on the one page and expect that you will kill it in search. The best-case scenario is that your website will never be shown in search results. In the worst-case scenario, such actions can be perceived as search spam—Google robots are impossible to outsmart. Too many SEO words can result in problems with getting any key queries in the TOP search, even if you hire a professional and do your SEO correctly in future.
Want to promote your website with a vast number of keywords?! Resort to clustering search queries.
Clustering Query Results involves splitting keywords into groups. Clustering allows you to plan and simplify content creation.
The goal of clustering is to determine which phrases can be promoted on a page - i.e., lead users to a page with a description of the service or product that interests them.
The most crucial key phrase should be written in the Meta Title, here you can use several phrases, but the best practice is to try to predict the user's request so that it matches what he entered in the search field. In this case, it is not advisable to exceed the length of the title by more than 61 characters, taking into account spaces, so that the title in the search results is not cut off.
Meta Description has lost its influence in the ranking but is used in search results as a brief description of the page. Therefore, the more accurate the description matches the user's request, the higher the likelihood that the user will go to your site.
To correctly distribute keywords to the content of a page, you need to remember that search engines have already learned to evaluate the completeness and structure of the text. And they try to imitate human behavior, and they assess the weight of the text differently depending on the location on the page.
Therefore, keywords must be present in the central part of the page (side blocks have less significance)
The main heading H1 in the tag should be the first and be the only one on the page. Among the content, the content of this tag has the most significant weight, so you need to use the primary phrase of the page to be promoted in it. At the same time, after reading this text, the user must understand what content is waiting for him on the page.
Tags H2 and H3 are used to structure the text. If possible, you need to include keywords in them; they are also crucial for search robots.
The text on the page must be unique. The SEO words should not be frequent and unnatural, in terms of language, and repetitions of words. Once a client asked us why we are putting so much effort into writing unique blog articles for his website , why not just put “plumbing services , best plumbing services 100x and call it a blog article , as this should have a much stronger effect on search engines than a “veiled” articles on benefits of hiring a trustworthy plumbing company.
You can dilute the text with synonyms for key phrases. If the services are provided in a specific city or region, you do not need to focus on this text constantly. The site’s regionality can be assigned in the Google webmaster service
To determine the number of key phrases per page, take a look at your competitors. Do not forget to take into account the number of pages, age of the site, and traffic as the balance of key phrases in the text of competitors may not be optimal. Also, it will not suit you because their website surpasses yours in other indicators. For example, a competitor may have a ten-year-old domain, 15k visitors, daily, and using specific keywords too often can be leveled by the authority of his site. While doing the same thing on your brand new / young / growing website, such a balance of keywords will lead to search engine sanctions.
Therefore, it is necessary to observe a natural balance, use phrases similar to what a person would use, so they organically fill the text. Plus, use additional features to add keywords to the page.
The easiest way to increase the concentration of keywords on a page without pissing off the search engines is graphic and video content—search engines index title and alt tags for such objects. But remember that search robots already understand what is shown in the picture. Therefore, the signature of graphic objects should contain a description of the image, which means your video /photo content should match the description and keywords you are trying to push forward.
You can also link to a promoted page from other pages of the site, including keywords in the link description, but do not abuse the enumeration of phrases, it is better to dilute them with different words. For example, instead of the anchor “Mammoth Tusks,” write “see mammoth tusks,” “rare mammoth tusks for sale.” It’s okay if the links to one page, from one or several pages of the site, are described differently, but without losing the central meaning of the page.
So how many total keywords should be on the page? It is advisable to use the keyword at the beginning, in the center, and at the end of the text. The number of different keywords depends on the authority and age of the site. For a young website, you need to use a straightforward phrase and a couple of more complex ones similar in meaning. A heavyweight, older, popular web site can afford five or more phrases in the text of the page.