Keywords for SEO

Troy Chillingworth

Keyword Research: The Smart Way

What is keyword optimization?

Put simply, keyword optimisation can be described as the act, or process of conducting research, analysis, and selection of keywords. The main reason for this is to find the most relevant keywords that will drive traffic from search engines to the website that you are currently building, or promoting.

Keyword optimisation is the very foundation of any search engine optimisation that you conduct. It’s the central point of any search engine marketing campaign that you set off. Selecting the wrong keywords will send you in the wrong direction.

This keyword optimization content writing service is geared towards getting your efforts in the right direction, and the right targets.

Benefits of Keyword Optimisation

Given that Keyword Optimization will be at the foundation of everything you do, I suggest using Surfer SEO to get things right when doing it. With this software, it won’t take so long to find the right keywords. If anything, most people engaging in digital marketing don’t use this tool. That is an opportunity for you.

Putting the time and effort into finding the right keywords means that when you write content, you will be targeting the correct keywords. Done correctly, your content will be effective in the goals you want to accomplish.

Choosing the right keywords also means that you are putting your website pages in the best position to be relevant to the right search related intent that your customers type into the search bar, the search engines will better understand what your website page is all about and in turn, get to drive quality traffic to your intended website.

How to avoid keyword stuffing

It’s very tempting to put in a lot of keywords into your website content however, if overdone you will be known in the SEO industry as keyword stuffing.
Go down this road and you are setting up your website for a penalty from the search engines.

A good rule is to stick within a keyword density% range of 0.5% to 2% of the word count on a given page. It’s important to ensure that the keywords and terms are used correctly.
As you are carrying out your keyword research, take note of the keywords that are similar to the main keywords you want to work with. Adding these to your content will help keep your keyword density within the perfect range, and at the same time targeting more keywords.

The 4 main types of Keyword intent

Search engines like Google are getting increasingly better at understanding the intent behind a user’s query and providing the most appropriate results in the SERP.

It’s smart to best understand where the searcher is on the query journey.

Informational – Awareness: the searcher is looking to learn about a topic.

Navigational – Interest: the searcher is curious about a particular topic or is looking for a specific brand/page.

Commercial Investigation – Desire: the searcher is looking to solve a problem.

Transactional – Action: the searcher performs an action to solve their problem, such as making a purchase or signing up to a newsletter etc.

Identifying the searching intent will allow you to specify the stage at which the user is in the search funnel.

If someone is searching for information instead of wanting to purchase a product, a blog post would be more suitable.

Putting one’s finger on the search intent means that you can customise your content leading the searcher down from awareness through to action.

Unsure what the search intent for a keyword is?

Simply search the keyword in Google and look at what kind of pages are ranking in the top 10 positions of the SERP.

Keyword Research tools (Free)

Google Keyword Planner – Great for keyword generation

Google Trends – Great for keyword generation and planning content for seasonal search terms

AnswerThePublic – Great for keyword generation

Google Search Console (Performance Report) – Great for providing an insight into the search terms you’re already ranking for

The reality is there is no SEO without keyword research.

If you want to keep up to speed with your customers and target audiences then you will need to revisit this process from time to time.

If you are looking for some help with your keyword research, give us a call.


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