A good selection of keywords is important to drive traffic to your website and increase your sales. But how do I know which ones to choose?
In this article, I will tell you about the types of keywords that exist and I will give you recommendations to help you choose the most appropriate for your business:
The deciding factor
One of the factors to take into account when researching a keyword is the needs of our users. For this, they’re divided into 3 main categories:
Keywords according to the user’s intention
• Information searches: when the search is done to find the answer to doubts on particular topics. Here the reader hopes to obtain useful information that will help him to solve what he is looking for. Examples are cooking recipes, manuals, etc.
• Browsing searches: when searching to find a specific website, they already have an idea in mind and what they want to search for. In this type, the results are filtered according to the industries. Examples are: pages that sell books, travel pages, etc.
• Searches by transaction: when the user performs a search with the intention of obtaining something tangible from the web, such as a download or a purchase. Here most of the time you search for specific terms like articles.
Keywords by search volume
Keywords are also divided according to search volume, that is, it is the number of times the word is used to query in a search engine. Words by search volume are divided into three main groups.
• Head Keywords: these are the most generic words such as shoes, bags and usually have more searches, as well as a lower conversion probability (less than 20%).
• Middle tail keywords: they are those that provide a little more detailed information but are still generic when delivering a result. Its conversion probability is 20 – 40%. Examples are: leather bags, ostrich cowboy boots.
• Long-tail keywords: they are the most specific and used by users to make their queries. They are the ones that help the most to meet conversion goals with a probability of 40 – 60%. Long-tail Keywords have the disadvantage of having a low volume of searches but they have important advantages when making a strategy since they better fit the needs. Examples are: five-star hotels in Monterrey.
Keywords according to their seasonality
Some keywords are only searched at certain times of the year, such as those related to holidays. Based on their seasonality, the words are classified into:
• Non-seasonal: These are words whose search trend is constant throughout the year.
• Seasonal: Words whose search trend varies throughout the year.
This classification is important as it helps to plan strategies and to position our website in the most appropriate way.
How to choose proper keywords?
With keywords, the more the better does not work. You have to be selective and dedicate enough time to each of them.
The easiest thing is to do it through three levels:
1.- Main keyword: Normally before starting the selection process, you already have some preliminary idea and general theme. This will be your starting keyword from which the rest of the related ones will come out. This will be why you want to position your entire website in the long term.
2.- Secondary keywords: Determine between 3 and 7 that are relevant to your business. You can be guided by your categories and sections that you use the most.
3.- Specific keywords: These are those of each article or blog. Find 3-5 that relate to the topic.
To get a first idea of whether you are on the right track, it is important to check what content appears in Google when you search for them and see if the results are similar to what you offer. Later, you can use tools like Ubersuggest to get more keywords that work for your business. If you have a small business, you should definitely have long-tail keywords that increase your chances of conversion.
Another important part is where we put the keywords. The keywords go throughout the text, prioritizing the headings and first paragraphs, as well as meta titles, URLs, descriptions and ALT attributes of the images. Remember that they should always be included naturally and consistently. Likewise, it is important to take into account the density, which is the number of times we include the keywords in the text, since if we abuse by incorporating the same word in the text we can be penalized.
Finally, do not forget to be in constant feedback. Month by month, check how much the current strategy is working for you and rethink if necessary.
Optimizing each page of your website with the appropriate keywords is necessary to increase visibility and that the audience can find your content. If you don’t choose your keywords well, your efforts to optimize on-page SEO and generate links to your website will be of no use. That’s why you have to take the time to research, plan, and implement properly.
Now that you know the different types of SEO keywords and the correct way to use them, start working on setting your positioning goals and making the most of this option to grow organically.