Keywords are the words and phrases that users enter into search engines to find content related to their query. Choosing the right keywords ...
Keywords are the words and phrases that users enter into search engines to find content related to their query. Choosing the right keywords for your content is an important step for SEO (search engine optimization), as it can help you rank higher on search engines and attract more relevant and qualified traffic.
But how do you choose the right keywords for your content? In this blog post, we will share some tips and steps to help you find and use the best keywords for your content.
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Why are keywords important?
Keywords are important because they help search engines understand what your content is about and match it to the user’s search intent. Search intent is the goal or purpose behind a user’s search query. It can be informational, navigational, transactional, or commercial.
For example, if a user searches for “how to make pizza dough”, their search intent is informational, as they want to learn how to do something. If a user searches for “pizza near me”, their search intent is navigational, as they want to find a specific location or website. If a user searches for “order pizza online”, their search intent is transactional, as they want to buy something. If a user searches for “best pizza in New York”, their search intent is commercial, as they want to compare different options or products.
By choosing the right keywords for your content, you can match your content to the user’s search intent and provide the best answer or solution to their query. This can increase your chances of ranking higher on search engines, as well as improving your click-through rate, engagement, and conversions.
How to choose the right keywords for your content
Choosing the right keywords for your content is not a one-time task, but an ongoing process that requires research, analysis, and optimization. Here are some steps you can follow to choose the right keywords for your content:
1. Start with keyword research
Keyword research is the process of finding and analyzing the keywords that your target audience uses to search for your topic, niche, or industry. Keyword research can help you discover what topics and questions your audience is interested in, what words and phrases they use to search for them, and how popular and competitive those keywords are.
There are many tools and methods to conduct keyword research, such as Ahrefs1, Neil Patel, and Google Search Console. These tools can help you find and track keywords and search queries related to your topic, niche, and audience. You can also use tools like Google Trends, Answer the Public, and Quora to find out what topics and questions are trending and relevant to your niche.
When conducting keyword research, you should look for keywords with high search volume, low difficulty, and high business potential. Search volume is the number of times a keyword is searched for in a given period. Difficulty is the level of competition for a keyword, based on the number and quality of websites that rank for it. Business potential is the likelihood of a keyword to generate conversions, leads or sales for your business.
2. Think about search intent
As we mentioned earlier, search intent is the goal or purpose behind a user’s search query. It can be informational, navigational, transactional, or commercial. You need to create content that matches the user’s search intent and provides the best answer or solution to their query.
To determine the search intent of a keyword, you can use tools like Ahrefs1 or Neil Patel to see the type and format of content that ranks well for that keyword. You can also use Google to see the search engine results page (SERP) for that keyword and analyze the features and snippets that appear, such as featured snippets, people also ask, related searches, images, videos, etc.
For example, if you search for “how to make pizza dough”, you will see that the SERP is dominated by how-to articles, videos, and recipes, indicating that the search intent is informational. If you search for “pizza near me”, you will see that the SERP is dominated by maps, local listings, and reviews, indicating that the search intent is navigational. If you search for “order pizza online”, you will see that the SERP is dominated by ads, e-commerce sites, and delivery services, indicating that the search intent is transactional. If you search for “best pizza in New York”, you will see that the SERP is dominated by articles, guides, and rankings, indicating that the search intent is commercial.
By thinking about the search intent of a keyword, you can choose the right keywords for your content and optimize your content accordingly.
3. Plan your buyer’s journey
The buyer’s journey is the process that a potential customer goes through before making a purchase decision. It consists of three stages: awareness, consideration, and decision. You need to choose keywords that align with each stage and guide the user towards your desired action.
In the awareness stage, the user is looking for information and education about their problem or need. They are not yet aware of your brand or solution, so you need to use keywords that are broad, general, and informational. For example, if you sell pizza, you can use keywords like “how to make pizza”, “pizza recipes”, or “pizza ingredients”.
In the consideration stage, the user is looking for options and solutions to their problem or need. They are aware of your brand and solution, but they are not yet ready to buy, so you need to use keywords that are specific, niche, and comparative. For example, if you sell pizza, you can use keywords like “pizza delivery”, “pizza types”, or “pizza vs. burger”.
In the decision stage, the user is looking for validation and confirmation to their problem or need. They are ready to buy from you, but they need a final push, so you need to use keywords that are narrow, targeted, and transactional. For example, if you sell pizza, you can use keywords like “order pizza online”, “pizza coupon”, or “pizza review”.
By planning your buyer’s journey, you can choose keywords that match the user’s stage and intent, and create content that leads them to your desired outcome.
4. Analyse the level of competition
You need to check how competitive the keywords you want to rank for are, and how well your competitors are performing for them. You can use tools like Ahrefs1 or Neil Patel to analyse the domain authority, page authority, backlinks, and content quality of your competitors. You need to find keywords that you can realistically rank for and outrank your competitors.
Domain authority is a score that indicates how likely a website is to rank well on search engines, based on the number and quality of backlinks it has. Page authority is a score that indicates how likely a specific page is to rank well on search engines, based on the number and quality of backlinks it has. Backlinks are links from other websites that point to your website or page. They act as votes of confidence and trust, and can boost your rankings and traffic. Content quality is the measure of how well your content matches the user’s search intent, provides value, and engages the reader.
You need to analyse the level of competition for your keywords, and find out what you need to do to improve your domain authority, page authority, backlinks, and content quality. You need to look for keywords that have low to medium difficulty, and high opportunity and potential.
5. Think about the correct content format for your keyword
Depending on the keyword and the search intent, you need to choose the most suitable content format for your keyword. For example, some keywords may require a blog post, a video, a landing page, a product page, or a FAQ page. You need to check the SERP for your keyword and see what kind of content is ranking well, and follow the best practices.
For example, if you want to rank for “how to make pizza dough”, you may want to create a blog post that includes a step-by-step guide, a video tutorial, a list of ingredients, and some tips and tricks. If you want to rank for “pizza near me”, you may want to create a landing page that includes a map, a list of local pizza places, and some reviews and ratings. If you want to rank for “order pizza online”, you may want to create a product page that includes a menu, a price list, a delivery option, and a call-to-action.
By thinking about the correct content format for your keyword, you can create content that meets the user’s expectations and needs, and increases your chances of ranking well.
6. Map each keyword to a specific page on your website
Once you have a list of keywords, you need to assign each keyword to a specific page on your website, and optimize that page for that keyword. You need to avoid keyword cannibalization, which is when you have multiple pages targeting the same keyword, as this can confuse search engines and lower your rankings. You need to have a clear keyword mapping strategy that ensures each page has a unique and relevant keyword.
To map each keyword to a specific page on your website, you need to follow these steps:
Keyword mapping is a crucial process in search engine optimization (SEO). It involves associating specific keywords with relevant pages or content on your website. By doing so, you ensure that your target keywords align with the purpose and theme of each page. Here’s a step-by-step guide on how to effectively map keywords:
Identify Your Keywords:
- Begin by identifying the main keyword you want to rank for on each page within your site. Understand the intent behind these keywords and their relevance to your content.
Group Your Keywords:
- Organize your list of keywords into logical groups. Group related keywords that address similar topics or user queries.
Map Your Keywords:
- Assign specific keywords to individual pages or pieces of content. Consider the context and relevance of each keyword when mapping it to a page.
Optimize Your On-Page Content:
- Once you’ve mapped keywords, optimize the content on each page accordingly. Use the mapped keywords naturally in titles, headings, body text, and meta tags.
Keep Working On Your Keyword Map:
- SEO is an ongoing process. Regularly review and update your keyword map as your content evolves or new keywords emerge.
Remember, effective keyword mapping enhances your website’s SEO by aligning user intent with relevant content, ultimately improving your chances of ranking higher in search engine results.
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