Keywords and their features for promotion
Keywords are fundamental to a website’s search engine visibility. When used correctly, they help to attract significant organic traffic. This in turn increases the flow of potential customers. However, to achieve the desired result, you need to take into account the peculiarities of working with keywords. Otherwise, the effectiveness of your SEO efforts may suffer.
Importance of audience analysis
One of the most common mistakes is not paying enough attention to the purpose of the search. Even high-frequency words without a link to the intent will not bring the desired result. There are three types of intent in online searches:
1. Informational. Such queries include the phrases ‘how to choose’, and ‘what are the differences’.
2. Navigational. The user is looking for a specific product or company.
3. Commercial. These queries usually start with the word ‘buy’.
When optimising a website, it is significant to keep these intentions in mind. Firstly, you need to understand how a potential customer searches for information. The SEO strategy should be based on this behaviour.
The use of keywords should be based on a thorough preliminary analysis. Without such an approach, there is a risk of using queries that are not in demand. In addition, there is the possibility of introducing popular keywords without proper research. This can lead to significant costs with no guarantee of return. It is also important to avoid getting untargeted traffic that does not convert.
You can use the Google Keyword Planner tool to analyse keywords. It is part of the Google Ads service.
When implementing keywords, you should not limit yourself to the search engine. It is necessary to focus on the channels used by the target audience. These can be specific social networks, blogs and forums.
Why you should ignore common phrases in keywords
Often marketers favour common words or phrases with high competition. However, this approach does not take into account user intent and becomes less effective due to high competition. The solution to this problem would be to promote long-tail queries that help identify the exact search intent.
Google’s algorithms have changed their approach to exact matches. They are now able to recognise different forms of a single word. This in turn allows you to place keywords in your publications in a natural, colloquial way. To understand how best to use a query, you should analyse how the target audience uses it. This approach will help to make the content more lively and appealing to users. It will also increase the effectiveness of SEO.
Localisation is also an important consideration. Search engines personalise queries according to the user’s geographical location. Therefore, using words that are too general may not produce the desired result. In this case, it is recommended to add the name of the country, city or region to the keywords to increase the relevance of the query.