So, How to properly do keyword research? Let’s start with the intruductions –
What is a keyword?
A keyword, also known as the search term, keyword, or phrase, generally describes a term entered in the search mask of a search engine. This keyword is then treated by the search engines through their search algorithms and compared with the respective index.
The user then receives a search results page (SERP) that lists results for this keyword. Keywords play a fundamental role in search engine optimization and online marketing.
Keyword classification – Money, Brand, Compound, Other
The following classification is basing on the variety of link research tools. This classification has become generally accepted in the SEO industry.
Although the term “money” implies an intention to buy, it is not limited to that. For a commercial website, the following keywords are examples of money keywords: “buy shoes”, “BWM lease”, “offers online marketing”.
For a non-commercial site, the keyword is the money keyword that describes the content and (informational) intention of the site. Examples would be: “Republic of Venice 12 century”, “Raspberry Pi programming”, “Hiking trails Franconia”.
Keywords that are specifically tailored to a brand are called “brand keywords”.
For example: “Apple,” “Coca Cola,” “Adidas,” “Meier’s Carpentry.”
Brand keywords get a special meaning for Google AdWords.
Keywords that are both money and brand keywords are called “compound keywords”. Examples would be: “buy Windows 7 cheap” or “buy Canyon Bicycles”.
Everything that does not fit into the above classifications is called “other”. Examples would be “click here” or “great site”. Depending on the intention of a website, terms like “service” can also fall under “other keywords” if the website is a comparison portal.
Long-Tail and Short-Tail
Money, brand and compound keywords can be further classified into long-tail and short-tail keywords.
Short-tail keywords are short keyword phrases such as “Coca Cola sugar” or “buy pants”. Such search queries usually have a high monthly search volume.
Long-tail search queries are search queries that are more complex, longer and therefore less frequent than short-tail keywords. Examples would be: “Make your own jam from blueberries without sugar”, “Red dancing shoes for men” or “Coloured pencils from Austria”.
How to properly do keyword research
Keyword research is of central importance in online marketing. An example:
The dealer Paul sells pens. He wants his webshop to be easily found on Google. Several questions arise: What kind of cells does he have in stock?
What keywords do users enter in Google when they search for pens that Paul has in stock? What competition appears when entering these keywords?
In what situations can these keywords be entered (long-tail)?
Each of these questions must be answered to perform efficient search engine optimization.
- Dealer Paul has pencils and pens in stock.
- This is where the first part of the keyword research starts: Do customers search for “buy pencils” or “buy pencils cheap”, or “buy pencils cheap” or just “pencils”? How high are the respective search volumes for these keyword phrases?
- Suppose you type “buy pencils” into the Google search box: Which competition appears there in the first 5 or 10 places?
- Are there other situations where users combine the keyword “pencil” with other terms? For example: “broken pencil”, “sharpening pencils”? This is the so-called long-tail.
The answers to each of these questions determine how the homepage of Paul has to be built up to get as many keywords and keyword combinations as possible, i.e. to rank in the Top10 or Top5 for as many keywords as possible.
Keyword Research – Tools
Keyword research focuses on the following questions: Which keywords are actually entered by users in relation to a product? How often are these keywords searched for each month? And what competition is there for these keywords? The correct answer to these questions is essential for search engine optimization. Below is a selection of tools that can help you find the right keywords:
Keyword – OnPage
In the OnPage section, the aim is to make it clear to the search engine that a particular page revolves around a particular keyword. The aim is to make this particular page rank as well as possible for this keyword.
Positive methods to achieve this is the marking of the page via meta tags or alt tags on images. Within these tags, you can place the keyword and its synonyms.
Decisive for the assignment of a web page to a keyword is the main content. In this context, the keyword and its variants should be present. The content must offer the user an added value, which ideally is original, i.e. not found on other domains. Therefore the thematic environment of the keyword must also be considered. Google can very well decide whether a site “only” offers general information or more in-depth, interesting content.
Keyword – OffPage
In the OffPage area, the anchor text (link text or anchor text) is to be mentioned concerning keywords, i.e. with which keyword a hyperlink is linked.
The link text is a strong signal to Google and an important working method of search engine optimization or link marketing.
However, excessive “spamming” of anchor texts can lead to penalties. Therefore it is vital to make sure that you do not only use money keywords for your backlinks.
How to properly do keyword research shouldn’t be an issue for you anymore! Everything starts with a good keyword.
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