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Google was right — for the most part. Quality is the number-one factor in search engine rankings. But to get the algorithm's attention, Google has to recognize that your content meets the reader's needs.
Search engine optimization keywords, also known as SEO keywords, provide that bridge. They tell Google crawlers that your page addresses the reader's question, so that page has a better chance of appearing in search results.
In this post, we'll walk you through what SEO keywords are and why they're crucial to content success. We'll examine the various types of keywords and how to use them to attract interested audiences. Finally, we'll look at how to develop a strategy to use those keywords effectively across your website.
What Are SEO Keywords?
Search engine optimization (SEO) is the process of aligning a website's content with the search behaviors of its target audience. Its objective is to improve the website's ranking in organic search, typically with the ultimate goal of attracting high-quality traffic.
SEO keywords are the connecting factor at the content level. When you integrate them into your content writing or copywriting, they tell Google what the piece is about. This helps Google's algorithms identify the search queries that best match your topic.
On the creator's side, SEO keywords help to keep a content strategy focused on the reader's needs. They guide you to topics that will resonate with your audiences and connect users with relevant content.
Why Are SEO Keywords So Important?
The purpose of content is to connect you with your audience. When used well, SEO keywords provide that connection by matching your content with people who will find it relevant, helpful, and engaging.
How Keywords Help Search Engines Understand Your Content
Think of keywords as signals for Google. Each relevant keyword tells the search engine's crawlers about the topic of your content. Google uses that information in two ways: indexing and ranking.
Indexing is how Google records the topics of different web pages. When a user searches, Google turns to its index to find the most relevant, highest-quality content. Quality depends on various factors, from topic domain authority to readability. The search engine results page, or SERP, includes those pages that best fit these two qualifications, according to Google's algorithm.
The Role of Keywords in Driving Organic Traffic
One of the main goals of SEO keywords is to match your content with your target audience's search behavior. You want your chosen keywords to be relevant to audiences who are a good match for your products or services, which means identifying what those consumers are searching for.
Types of SEO Keywords You Need To Know
Keywords are not all the same. Different types and styles of keywords serve various purposes in terms of matching with audiences, and knowing the difference is essential to your strategy.
Here's what you need to know to get started.
Short-Tail vs. Long-Tail Keywords
Different length keywords attract different audience makeups. Short-tail keywords, also called "seed keywords" or "head terms," usually consist of one to three words and are more competitive but reflect less specific intent.
Long-tail keywords are more targeted and thus have a lower search volume, which means they tend to be less competitive.
You might target one or both types, depending on your content goals and target audiences. For instance, if you want to increase brand awareness among people considering home renovations, you might target the short-tail keyword "renovation contractor" and the long-tail "How much does a home renovation cost?".
Branded, Navigational, and Informational Keywords
Part of targeting search intent is knowing where your audience is in their buying journey. That insight will change from piece to piece, and you'll use different keywords for each.
- Branded keywords mention a version of a company or product name, such as "Deals on Toyotas" or "Samsung phones." They signal a higher level of awareness and are valuable for targeting customers who are further along in the funnel.
- Navigational keywords reflect a desire to visit a specific website or page, such as "Apple support" or "Salesforce pricing." The best way to optimize for these keywords is to build out your site with the pages people need.
- Informational keywords focus on a topic rather than a specific brand or product. They typically indicate an intention to learn more about a topic and may be phrased as questions. Targeting keywords like "How to build a shed" or "What shoes are trending this season?" can help you reach potential customers with limited brand awareness.
Commercial and Transactional Keywords
These two keyword types often indicate that a customer is considering or nearing a purchase. Consumers use commercial keywords to research or compare products or services, such as "best bikes for kids." Comparisons and list-style articles, also known as "listicles," can help you effectively target these keywords.
Transactional keywords, such as "coffee shops open near me," typically reflect someone ready to buy soon. You can target these keywords on your product and category pages, as well as off-page profiles, especially when doing local SEO.
How To Find the Right SEO Keywords for Your Website
A thorough SEO keyword search helps you to align content planning with your target audience's search intent.
Start With Your Audience and Topics
The first step is to learn as much as possible about your audience's questions, problems, and pain points. List topics that match what they need and what you offer, then consider how they'd search to learn about those topics.
If you need to jump-start your brainstorming, poll your team or followers with a prompt from Seed Keywords. This unique tool lets you present a scenario, like "You're throwing a party and need caterers," and ask what others would search for in that situation.
Use Keyword Research Tools Effectively
Once you have a starter list of search terms, it's time to do some keyword research. The goal is to identify more terms your audience is likely to use and prioritize them based on traffic potential, competitiveness, and relevance.
The first step is to choose a keyword tool. If you're new to the process, you might consider starting with a simpler free option, such as Ubersuggest. This user-friendly tool provides SEO keyword options and basic performance reporting for your chosen starter keyword or domain.
Google Keyword Planner is also free and provides keyword trend information and ideas. It functions as part of the Google Ads system, but you don't have to run paid ads to use it. Anyone can use the "discover new keywords" feature to find related keywords with information on monthly searches and competitiveness, which measures ranking difficulty.
If you're looking for more comprehensive keyword research tools, Ahrefs and SEMrush let you upgrade from free tools to get more information on keyword volume, difficulty, and traffic. These are the most critical metrics for your first set of keywords.
Analyze Competitor Content and SERPs
Another valuable way to find keywords is to look at what works for your competitors. Ahrefs and SEMrush offer valuable comparative keyword tools that show you what other businesses rank for and who ranks first for your target keywords.
It also helps to look at what's trending on SERPs. Google Trends shows you how your chosen keywords rank over time, plus geographic trends and related queries. You can use this information to refine your strategy, place trend-related and evergreen content, and plan what keywords to use in which content.
Best Practices for Using Keywords on Your Website
Keyword selection and placement are core to a strong SEO strategy. The goal is to drive as much traffic as possible to your website, but keywords with high monthly search volume can be challenging to rank for. You might target particularly relevant high-volume keywords in your content, but consider balancing them with what some marketers call "low-hanging fruit keywords."
These are search terms with moderately high traffic but low competition. They align with what your audience needs, but few other websites seem to be targeting them. Most are long-tail keywords, which are inherently more specific.
Targeting these quick-win keywords can help you attract traffic sooner. The volume may not be as high, but stakeholders will stay happy while you wait to rank for phrases with higher keyword difficulty.
The second skill to master is how to use keywords in your content. You want to match your content with users' search intent, while integrating relevant keywords naturally across the site. Work them into titles, headings, body text, and meta tags, but be sure the text flows organically. For this part, you may need to hire a professional writer.
Ready To Optimize? Start With a Solid Keyword Foundation
With AI Overview and other search changes making it increasingly difficult to get noticed, an effective SEO strategy is more crucial than ever. Compose.ly is here to help with professional optimization support, from end-to-end strategy to keyword recommendations and original content.
Check out our SEO services today and see what the right keywords can do.
