Keyword Research For SEO - A Definitive Beginner's Guide
??Rohit Mittal??
????Versatile As A Swiss Knife | ENFJ-A | T-Shaped Growth Marketer | PnL Ops Leader | Enterprise Consultative Sales Expert | International Business Development Specialist |9%-13% YoY Business Growth????
Introduction:-
Since the digital transformation of how we use and consume the internet, it is like a "necessary evil" for companies to maintain their websites’ competitive edge and bring in new clients. But more than having a website alone is needed; you also need to ensure that your official website is optimised for search engines so that potential clients can find you and do business with you. This is where you'll want to start thinking about keywords.
When individuals seek something online, the phrases or words they type into search engines to find what they want are called "Keywords". When you optimise your website for keywords, it becomes simpler for search engines to comprehend what your website is about and what material it provides. This, in turn, helps your website rank higher so that it is visible on the first page of search engine results (SERPs), making it more apparent to potential buyers.
In this blog post, we will have a deep dive into the "Science of making your website Stand Out" in front of the eyes of the visitors so that you can benefit more than one ways from it.
The Three Stages Of Google Search:-
The process of Google Search entails three stages. But before we delve into each one, let's look at some startling statistics (Source Forbes Advisor)
The video below explains how a typical "Google Search" happens, and tens of thousands of pages are served in less than .015 -.30 seconds.
It's time to understand each stage of how Google Search works. It is to be noted that only some of the pages on the internet make it through each stage. The three stages of Google Search are:
Crawling:
Crawlers are automated programmes that Google uses to search the internet and extract content such as text, photos, and videos from websites it finds.
In the first stage, Google crawlers must determine what web pages exist. Because there is no centralised register of all web pages, Google has to search for fresh content and pages consistently. It then adds them to its list of available pages. This keeps Google's index current. The procedure is referred to as "URL discovery."
Because Google has previously crawled certain pages, some are already familiar to the search engine. Other pages are found when Google Bots follow a link from an indexed page to a new page.?When you submit a list of pages, known as a "Sitemap", for Google to crawl, it also leads to discover other pages.
As soon as Google owns a page's URL, the search engine will likely visit (also known as "crawl") the page in question to learn more about its contents. To crawl the web's billions of pages, Google has deployed huge data farms of high-powered computers with lightning-fast processing speeds.
Googlebot is the programme's name responsible for the retrieval work. Googlebot is sometimes called a crawler, robot, bot, or spider. The application of an algorithm accomplishes determining which Googlebot should crawl websites, how frequently this should occur, and how many pages should be fetched from each website.
The web crawlers used by Google are also configured so that they make an effort to avoid crawling the site at an excessively rapid pace to prevent the site from becoming overloaded. This mechanism is determined by the replies of the site (for instance, HTTP 500 errors signify "slow down") as well as the settings in Search Console.
On the other hand, Googlebot does not crawl every page that it has found. The website's owner may have disabled the crawling of specific sites, while other pages can be inaccessible unless a user first logs into the website.
During the crawl, Google uses an up-to-date version of Chrome to render the page and execute any JavaScript it discovers. This process is quite similar to how your browser renders pages you visit. Rendering is essential because websites frequently rely on JavaScript to bring content to the page; Yet, if rendering is not performed, Google may be unable to see this content. Rendering can prevent this from happening.
Indexing:
After Google bots have finished crawling a page, the search engine attempts to comprehend the page's subject matter. This stage, known as indexing, involves processing and analysing the textual material in addition to the essential content tags and attributes, such as title elements and alt attributes, photos, videos, and more.
When Google indexes a page, the search engine first checks whether the page is a duplicate of another page on the internet or if it is the canonical version of the page. The canonical page is the one that has the potential to be displayed in search engine results.
To choose the page that will serve as the canonical, the search bot first brings together (commonly referred to as "clustering") the other web pages that it has discovered on the internet that include content that is comparable to the chosen page, and then the page that is the most representative of the overall collection is chosen.
The other pages in the cluster are alternate versions that may be served in different scenarios, such as when the user is searching from a mobile device or looking for a specific page from that cluster. For example, if the user searches from a mobile device, the user may be served an alternate page.
Additionally, Google captures signals regarding the canonical page and its contents. These signals are employed in the subsequent stage, which is the stage in which Google delivers the desired page in search results. A few examples of signals are the language of the page, the country that the material is from, the usability of the page, and many others.
The information that has been gathered regarding the canonical page and its cluster may be saved in the Google index, which is a massive database that is maintained on thousands of computers. There is no assurance that a page will be indexed; Google does not crawl and index every page it processes.
The content of the page as well as the metadata associated with it, are both taken into consideration during indexing.
Displaying The Searched Results:
When a web visitor inputs a query, Google servers search the index for matching sites and return the highest quality results most relevant to the user's question. The relevance level depends on many elements, some of which are the user's location, the language they speak, and the type of device they use (whether a desktop computer or a mobile phone). A user in Paris, for instance, might see different results when looking for "bicycle repair shops" than a person in Hong Kong would see when conducting the exact search.
The search features on the page displaying the results of a search request will alter depending on the user's query. For instance, a search for "bicycle repair shops" is more likely to reveal local results but no image results, but a search for "fat tyre bike" is more likely to show image results but no local results. In our Visual Element gallery, you'll find examples of the user interface (UI) elements most frequently seen on Google's web search results pages.
Search Console may inform you that a page has been indexed, but you won't be able to locate it in the search results. It may be due to the following:
How To Research the "Right" Keywords For A Website
Keywords are search terms or phrases that users write into the Google Search Engine Bar to identify content that is relevant to their questions. Since keywords are derived from search queries, using these terms in your content strategy improves the ranking of your website pages with search engines and makes it easier for consumers to locate your content when they are seeking it.
Because of this, it is necessary to be familiar with the process of conducting keyword research to locate keywords pertinent to the subjects discussed on your website and to develop an effective SEO strategy so that it ranks on the first page of SERPs.
The following vital aspect to consider is the keyword length. The keyword length falls into two categories:
Constituent Features Of Keyword Research
Three critical aspects must be taken care of when conducting keyword research.
Relevance - Hello, readers! Did you know that Google ranks content based on its relevance? It's important to ensure your content is on point and tailored to your audience's interests. Keep that in mind for your next post! #SEOtips #contentcreation .
So now ?? ♀? Let's talk about the concept of search intent today! ?? It's super important to optimise your content for search engines. ?? #searchintent #contentoptimization #digitalmarketing .
Here is a quick tip for all my fellow content creators out there. If you wish?your content to rank high on search engines, ensuring it meets your audience's needs is essential. Remember, the key to success is providing value to your followers! #audienceengagement .
?? ♀?You should also note that if you want to stand out from the crow, your content needs to be top-notch! ?? Make sure it's the ultimate go-to guide for whatever your followers are searching for.?
?? Keep slaying! ??. Have you ever wondered why Google ranks some content higher than others? ?? Well, let me tell you, it's all about providing VALUE! ?? If your content doesn't bring anything new or exciting, why would Google choose to showcase it over other amazing content out there? ???? ♀? So, always strive to create valuable and engaging content that your audience will love! ?? #valueiskey .
Authority - ?? Did you know that Google tends to prioritise sources that it considers to be authoritative? ?? So establish yourself as a credible and trustworthy source in your niche to boost your SEO game! ???? #authoritymatters .
To be seen as an authoritative source, it's crucial to enrich your site with helpful, informative content and promote it to earn social signals and backlinks. Trust me; It's the key to success! ?? #authority #contentmarketing #socialsignals #backlinks .
?? ♀? If you're not seen as an authority in your niche or competing with heavy hitters like Forbes or The Mayo Clinic, it can be tough to rank on those SERPs! ?? But don't worry, if you create unique content, you can still reach the top! ?? #contentmarketing .
Volume - ???? So we all know how important it is to rank on the first page of search results, right? ?? But here's the thing - targeting a keyword, nobody's searching for won't bring any traffic. ?? So, ensure you're researching and going after those high-traffic keywords! ??.
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We also need to consider an important metric to optimise our content for search engines. MSV, or monthly search volume, tells us how often a particular keyword is being searched for monthly across all audiences. So, to ensure your content reaches as many people as possible, pay attention to MSV! #searchengineoptimization .
The Process
List down important, relevant topics that centre around the fabric of your business:
The first step starts by brainstorming topics you want to dominate in search results. Think big picture and categorise them into broad buckets. First, brainstorm 5-10 topic buckets crucial to your business. These will be the foundation for your keyword strategy—# keywordresearch.
These could be the hottest topics that dominate sales conversations! ???? Imagine you're stepping into the world of your ideal customers. What kind of content would they be seeking out? As a savvy business owner, ensuring that your brand shows up for the key search terms that matter most to your audience is crucial. Some examples of topic buckets could be
Optimize the topics with keywords: If you're looking to up your content game, it's crucial to identify some keywords that fall into your topic buckets. Let's get strategic. These keyword phrases are vital to rank in the SERPs (search engine results pages) since your target audience is most likely searching for these exact terms. #SEO #SERP #TargetAudience .
Remember, this step's purpose isn't to finalise your ultimate list of keyword phrases. Keep exploring and experimenting until you find the perfect ones to make your content stand out. It's all about creating a brain dump of phrases your potential customers are searching for. Let's get those creative juices flowing and optimise your content for maximum engagement! ????
As we all know, Google's encryption game is getting stronger daily. ?? But there is nothing to worry about; ?? Why not peek at the keywords your website is already ranking for? ?? It's an intelligent way to come up with fresh keyword ideas! Website analytics software like the one and only Google Analytics! can help a long way in identifying new keywords.
Just a super helpful tip for boosting your website's traffic! Deep dive into your website's traffic sources and analyse your organic search traffic to uncover the keywords driving people to your site. Trust me, this is a game-changer for optimising your online presence! #websitetraffic #organicsearch
Let's talk about the importance of diversifying your content! It's crucial to keep your audience engaged and interested by providing a variety of topics and formats. Feel free to switch things up and try new things. Your followers will appreciate the fresh perspective, and it will help you reach a wider audience. So, keep exploring and experimenting with your content to keep your social media game strong! #diversity #socialmediamarketing .
?? If you're struggling with the perfect search terms, don't stress! ?? head over to your customer-facing colleagues from Sales or Customer Success and pique their brains as to what terms their prospects and customers use or common questions that they ask. ?? Trust me, this little trick will save you time and effort! ?? #marketingtips .
How Search Intent Impacts The Keyword Research: ??Did you know that "User Intent" is now one of the most crucial factors to rank well on search engines like Google? ?? Make sure your content is duly optimised to meet the needs and desires of your audience! ?? #UserIntent #GoogleRanking .
???? In today's technology-savvy digital world, solving your audience's problem is of utmost importance via your web page. ?? It's not all about using the right keywords but understanding what your audience is looking for and providing them with the solution they need. ?? The focus should be on creating valuable content that helps the target audience! #AudienceFirst .
??Let's understand the importance of understanding keywords! ???? It's super easy to take them at face value, but unfortunately, they can have so many meanings beneath the surface. ?? So, make sure you're researching and digging deep to comprehend the true meaning behind those keywords fully! ????#knowledgeispower .
It is crucial to Maximise your ranking potential is crucial, which is why it's super important to pay close attention to the intent behind the keywords you're targeting. ?? Don't just focus on the words themselves; think about what the user is searching for and tailor your content accordingly. ??
??♀?To exemplify the above statement, use the keywords "starting a blog" for your LinkedIn profile. Let's talk about the term "blog" for a sec! ?? Did you know that it can refer to both a blog post AND the entire website? ?? So, when creating content, it's essential to consider the searcher's intent behind that keyword. ??This will help you tailor your article to meet their needs and provide the best possible value! ?? #bloggingtips .
If you're wondering how to verify a user's intent in a keyword, here's a quick tip! Use the keywords in a search engine and check out the results. It's a great way to understand better what people are searching for.
#quicktip for optimising your content for SEO: always make sure that the type of content you're putting out there is closely related to what Google thinks people are searching for when they type in your target keyword. Trust me, this little trick will work wonders for your online visibility.
Use Search Terms That Relate With The Research: This is a creative activity and an excellent way to complete your lists! #lifehack #productivitytips
Just check out the related search terms that pop up when you enter a keyword into Google. Once you've typed in your phrase, scroll down to the bottom of the page. You'll be pleasantly surprised to find some excellent suggestions for related searches to help you find what you're looking for! #GoogleSearchTips #SearchOptimization #FindWhatYouNeed ???? Keep your brainstorming game strong with these powerful keywords that can inspire even more ideas for your consideration.
Use Keyword Research Tools: It's an amazing tool that helps you identify the perfect topics and opportunities to write about! ???? By analysing keywords for search engine optimisation (SEO) purposes, you can boost your content and reach a wider audience! ????
The best ones will show you some seriously impressive metrics as shared below.
Some of the widely used keyword research tools are
Why are Keywords Important: -
Keywords play a crucial role in comprehending user search behaviour and determining the type of content that should be delivered to satisfy their requirements. Selecting keywords is pivotal in shaping your content strategy and defining the subject matter to be featured on your website. Below are some critical factors that showcase the importance of the keywords for a website.
Improve SEO (Search Engine Optimisation) - SEO involves optimising your website to improve its ranking in the SERPs for relevant keywords. To enhance your website's visibility and drive more traffic, it's crucial to incorporate pertinent keywords into your website content, meta tags, and URLs.
To optimise the effectiveness of your website's keywords, it's crucial to prioritise long-tail keywords that are highly specific and face less competition. To optimise our search engine strategy, it would be prudent to focus on long-tail keywords such as "women's running shoes" rather than the broader term "shoes."
Drive Traffic To The Website - Optimising your website for keywords can enhance your website's visibility and attract a higher volume of traffic. It is imperative to ensure that your website ranks on the first page for relevant keywords. This increases the likelihood of users clicking on your website when searching for information related to your business.
The resulting outcome is increased leads, sales, and revenue for your business. While traffic is undoubtedly a crucial component of any successful website, it's essential to remember that it's not the only factor that matters. Your website must also provide top-notch content and an exceptional user experience to drive conversions and turn visitors into loyal customers.
Builds and Improves User Experience - Utilising relevant keywords can enhance the overall user experience of your website. Optimising website content with relevant keywords can substantially improve the user experience by improving the searchability and accessibility of information. Enhancing user engagement and prolonging visit durations can significantly improve your website's search engine rankings.
Content Marketing - Keywords play a crucial role in content marketing. You can craft compelling content that speaks directly to their unique needs and interests through diligent research and identifying keywords that resonate with your target audience. This approach not only enhances the likelihood of your content being shared but also increases the likelihood of being linked to other reputable websites. By implementing this strategy, we can drive more traffic and increase exposure for your website.
Complement The Social Media Marketing Initiatives - Utilising keywords is crucial for effective social media marketing as they enhance your content's discoverability among users searching for particular topics or hashtags. Incorporating pertinent keywords in your social media content can improve your audience's engagement and expand your reach.
Improves PPC Advertising - Keywords play a crucial role in PPC advertising, as businesses bid on them to showcase their ads to users searching for those specific terms. Optimising keyword selection and targeting are vital for companies to effectively reach their desired audience, leading to increased click-through rates and conversions.
Improved Understanding of Visitor Intent - Keywords are crucial in helping website owners comprehend user intent, which is the underlying motivation behind a user's search query. Through keyword analysis, website owners can gain valuable insights into their target audience's interests and needs, allowing them to effectively tailor their content to address these needs.
Improved (CTR) Click-Through Rates - Optimising your website's meta descriptions and titles with relevant keywords can significantly enhance your website's click-through rates (CTR). Including users' search terms in your meta description and title can increase click-through rates by signalling the relevance of your content to their needs.
Better Conversion Rates - The significance of keywords cannot be overstated regarding conversion rates. By strategically focusing on relevant keywords, we can draw in potential customers more inclined to take action, such as purchasing, submitting a form, or subscribing to a newsletter. To optimise website conversions, it's crucial to comprehend user intent and focus on relevant keywords.
Competitive Advantage - Using well-researched keywords can provide website owners with a strategic edge over their competitors. By strategically identifying and targeting untapped keywords, website owners can effectively increase traffic and gain a competitive advantage in their respective industries. Utilising keyword research tools can aid in the identification of valuable keywords that competitors may have disregarded.
In the fitness industry, staying ahead of the competition is essential. By analysing the keywords your competitors are targeting, you can identify opportunities to differentiate yourself and attract a unique audience. For instance, if your competitors are targeting "best workout gear," consider targeting "best workout supplements" instead to capture the attention of users interested in supplements. By strategically selecting unique keywords, website owners can increase website traffic and gain a competitive edge in their industry.
Conclusion: -
Incorporating keywords into your website's digital marketing strategy is essential! It's all about targeting the right keywords and understanding user intent! Trust me; this strategy will take your website to the next level????. As a business owner, you should know how crucial it is to conduct thorough keyword research and incorporate those relevant keywords throughout your website's content, meta descriptions, titles, and URLs. ?? It is the key to boosting your website's visibility and driving more traffic to your page. ??
Do not forget to check out my profile and my other posts. I am a ?T-Shaped Growth marketer?| ?PnL Ops Expert?| ?Enterprise Consultative Sales Specialist? and a ?Failed Entrepreneur? with success stories across four continents of having developed and nurtured multi-million business relationships worth $50Mn+ in the last 12 years. A Self-Starter, Quintessential Learning SPONGE, and Remote Knowledge Worker.
Disclaimer: -
Copyright ?2023 by Rohit Mittal | [email protected]
The creator of the document reserves all rights. Publication Date: May 2023. Rohit Mittal reserves the right to change the contents of this article and the features or scope at any time. He does not have any obligation to notify anyone of such changes. The content has been adapted using secondary research from various data points via “Google Search”. Infographics and Images used in the document are the property of the respective owners and have been used for indicative purposes only. The author reserves the right for authorization and usage of the Intellectual Property contained in the document.