While search engine optimization is a constantly and rapidly shifting field, one aspect has never shifted: the importance of selecting and utilizing the best keywords to rank highly and drive traffic to your website.
To find which keywords a website can leverage to rank highly on Google or other search engines, those undertaking the task of search engine optimization (SEO) must start with keyword research. Luckily, there are many tools and platforms (Google Search Console, Semrush, Ahrefs, etc.) that can lend a hand and provide suggestions throughout the research phase, but then it’s on the website owners or their marketing partners to use those keywords in strong, well-written content housed on the site.
If that’s accomplished, then Google typically will reward the website by ranking its pages highly on search engine results pages (SERPs). It’s a meticulous process that requires significant optimization, but if done well, then the organic search traffic driven to the website is well worth the effort.
Getting to that end goal is the focus of this blog post. We will begin by discussing how to conduct keyword research, including which keywords to focus on and why, and also speak to how those targeted keywords can drive organic search traffic to your business or organization’s website.
At 154i, we are experts in SEO. If you would like to discuss how we can incorporate our strategies into converting the users who click on your search results into customers, then let’s sit down and have a conversation. Contact us today.
Why SEO Starts with Keyword Research
All SEO strategies must begin with keyword research. That’s because keyword research will point you toward the specific keywords and keyphrases that are both relevant to your business and to the customers whose search intent suggests your business’s content may be relevant to them.
The key during the research phases is to find those relevant keywords that aren’t so inundated with results that will make ranking for them difficult. However, you also want to make sure the keywords you wish to rank for are ones for which you can generate high-quality content.
After all, producing quality content with those keywords is the only way Google will take notice of your website.
Keyword research will also show you the competitors in your field who are also trying to rank for similar keywords. You can choose to adopt similar keywords, and in some cases you should, or try to reach users with a different angle.
Why Keyword Research Matters
The keywords you select during the research phase will determine how Google and search users see your business. These terms and phrases should be relevant to your business and point to what products and services you sell, or what information you have that is valuable to customers. That way, Google can help the right people find your website as they are searching.
Ideally, the content you create that uses those keywords will rank No. 1 on the SERP. Ranking slightly lower is OK in most cases, but the top search result on Google for any given search generates about 32% of all clicks, according to data shared by Mailchimp.
To become that No. 1 search result, your keyword research needs to be on point. But that’s just the start. The execution of your content creation must also be top notch. Google rewards relevant content that is useful, unique and authoritative.
Simply throwing keywords on a landing page not only will lead to poor rankings, but Google may actively throttle the page’s search performance. This is called keyword stuffing and is a practice Google does not appreciate.
The Importance of Keyword Intent
We recommend organizing the keywords you wish to rank for by intent. Keyword intent refers to the intentions of the user searching for the term or phrase.
Keywords can be considered commercial, transactional, informational or navigational.
Commercial intent
Commercial keyword intent is when a person is ready to buy. These are highly valuable keywords.
Informational intent
These users are still looking to learn more about a product, service or topic.
Navigational intent
Users with navigational intent are searching for a specific place or a service near them, often to look up directions or read reviews.
To put these into perspective, you may use keywords identified as commercial intent for landing pages that will hopefully close a sale. Informational keywords are used when someone is looking for authoritative information. Navigational intent keywords are used by those who may want to find your business or your type of business when they are nearby (think restaurant, coffee shop, etc.).
Keyword Research Metrics You Should Track
Now, let’s walk through a list of metrics you will need to track when conducting keyword research.
If you’re using one of the SEO tools mentioned above, then most will provide you with these metrics. They can help guide you toward selecting the proper keywords for your website.
Search Volume
Search volume shows how often a keyword is searched for on a daily, weekly or monthly period. It shows the keyword’s popularity or demand, and can help point you toward which keywords your customers might use most frequently.
Keyword Difficulty
Keywords with a high search volume may also have a high keyword difficulty. This is a measure of how difficult it may be for your website to rank highly for that term. It’s often an indication that the keyword is very competitive or that the internet is saturated with results.
To rank for these keywords, your website will need to garner high levels of authority with quality content.
Cost-Per-Click (CPC)
Though cost-per-click (CPC) is a paid search term, it is useful for organic. It shows how much you could expect to have to pay for a paid search campaign alongside your organic search strategies.
Domain Authority
Over time, the domain authority metric will show you how authoritative your site is for specific keywords. Early on, this won’t mean much, but as you produce content, this metric should increase.
Time to Put in the Work
Once you have identified the keywords you want your site to rank for, then it’s time to produce content that incorporates those keywords.
If done well, then Google will begin to recognize your content as helpful. Hopefully, you’ll start to see an increase in traffic from organic search. If you don’t, then it’s time to switch up the strategy.
For help with your organic search traffic and keyword research strategies, contact the experts at 154i.