Choosing the right keywords is essential in your SEO strategy. This is a point often highlighted in content around web writing and SEO in general.
However, the means to define the right queries to work with are not always clear. Find out which keyword metrics to take into account when choosing the queries on which to position yourself.
To choose your keywords effectively, there are 5 main metrics to rely on. Their mastery is essential if you want to have a well-established SEO strategy. Here are the ones to which your attention should be given priority:
- The search volume;
- CPC or Cost Per Click;
- Competition (or difficulty);
- The long tail;
- Search intent.
Each of these metrics is presented in more detail later in the article.
In SEO, search volume is the number of times people search for a particular keyword in the search engine. The higher it is, the greater the interest around a request.
There are many tools to obtain the search volume of a keyword: almost all SEO tools offer this functionality. Among the best known are Ahrefs, SEMrush, UberSuggest, Google Adwords Keyword Planner, Moz and even SE Ranking.
Search volume is the most popular SEO metric for anyone looking to boost their organic traffic. Be careful, however, not to look at that. In addition to being insufficient as such, the volume of research varies over the years as well as within the same year.
Therefore, the seasonal trend (ie how search volume changes over time) can significantly affect your SEO strategies. For example: many more people want to know where to go on vacation in the summer than in the fall.
You should therefore regularly check the search volume of your target keywords.
Search volume is not the ONLY deciding factor. You should also consider other keyword metrics before making your choice.
This brings us to the next point.
CPC stands for “cost per click”. It corresponds to the amount paid by the creator of an ad when a user clicks on his ad. For each keyword, this cost is different. It is not a question here of making paid referencing, but the CPC of a request remains a useful data for natural referencing.
The consultation of this data is interesting to identify the requests whose results pages are filled with paid advertisements, thus making the natural results less visible. This metric is therefore relevant for choosing the right keywords.
A high cost per click means that a large number of businesses are willing to put a lot of effort into the keyword in question to attract visitors. If you decide to position yourself well on such a request, you must be prepared that it requires great effort and patience.
If, by definition, it is impossible to guarantee a result with natural referencing, it is even more true for very competitive queries.
To further inform your decision, let’s take a look at another metric together: keyword difficulty or competition.
The difficulty of a keyword allows you to know whether or not it is easy to position yourself in the first positions of Google results. Looking at the difficulty level is a simple way to get an idea of the effort you need to put in to beat your competitors.
If ever a query has a very high difficulty, it may not be interesting to try to create content to rank on the latter, even if its search volume is very high.
Most SEO tools give you access to this metric. To calculate it, they evaluate the following criteria:
- The domain authority of competing domains
- the quality and quantity of backlinks from the first sites;
- the frequency of change within the top positions;
- the quality of the content of the pages placed in the first results.
Thanks to this metric, you can assess which keywords will be easy to work with and get the results you are looking for.
Next, you need to analyze the length of the keyword.
To choose your topics, also focus on the number of words in your query. Generally, the shorter a query, the higher the search volume.
For example, “running shoes” contains only two words and “how to lose weight without a diet” contains six, including 5 excluding StopWords (or stop words). The second query is considered part of the “long tail”.
It often happens that a query from the long tail contains one from the short tail. Writing content that targets one or more long-tail queries at a time is a solution to attract traffic by bypassing the competition.
Search intent is a metric you absolutely need to look at if you want to drive targeted organic traffic through your content. It corresponds to what visitors are looking for when typing a given keyword into Google. By knowing more about the latter, you can then know whether it is relevant to target a request or not.
There are 3 main search intents:
- Informational : Those who do informational research want to learn more about a given topic.
Example: “Why is sleep important?”
- Transactional : Internet users search to find a product that meets a specific need. They already know they want to buy.
Example: “Price of a memory foam pillow”
- Navigational : the goal is to find a particular site.
Example: “Connect to Instagram”
Before writing content, it is essential to define what the main search intention is. If an Internet user is looking to buy a particular product or to go to a site with which he is already familiar, positioning himself with an informative blog article does not seem relevant.
By now you should have a better idea of the different measures you can take to improve the effectiveness of your keyword research. Look at search volume, cost per click, difficulty, think long tail and search intent metrics to make an informed choice. If you respect these points, there is no doubt that your queries will be relevant .
Winning the digital race necessarily involves the combination of good visibility on search engines, the optimum transformation of visitors into customers, always keeping in mind the profitability of your investments.
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How many keywords should I use for SEO?
There should be three to four keywords on a homepage at a minimum. The home page is like any other page on your site and should be treated the same for SEO keyword purposes. So target three to four keywords on the homepage to get the most SEO benefits.
How to find the best keywords?
Step 1: Study your niche. …
Step 2: Set your goals. …
Step 3: Make a list of relevant topics. …
Step 4: Create a seed keyword list. …
Step 5: Use good keyword research tools. …
Step 6: Study the search intent. …
Step 7: Identify long tail keywords. …
Step 8: Learn about your competitors.
How can I check traffic for keywords?
Using Google Search Console to Analyze Keyword Traffic
The functionality offered by Google Search Console, formerly known as Webmaster Tools, allows you to quickly and easily identify which keywords are driving traffic to your site. web, making it a great starting point for your keyword traffic analysis.