Whether we like it or not since the 90s onwards keywords have been the fulcrum of search engines.
But what exactly is a key word.
A keyword is either a sentence or a single word that once inserted in a search engine returns a series
of relevant results.
The Web site's optimization usually occurs based on one or several key words which are previously defined
while also taking into account the fact that not all keywords are equally effective because we should
be able to identify those that generate greater sales for our business.
Further on in this chapter I will explain the various types of key words and how it is possible to generate
a list of keywords through various SEO tools.
We will then discover how keywords should be evaluated how it is possible to spy on our competitors
and we will then conclude by talking about voice search and advanced keyword optimization tactics types
of keywords.
It may seem obvious but keywords are not all the same.
Personally I love distinguishing keywords based on their commercial intent.
Informational the user is looking for information on a specific topic.
For example how a smartphone works navigational.
The user wants to access a specific site for example media world log in transactional the user wants
to buy something for example buy cheap smartphone.
I would like to point out that in the case of an e-commerce you could actually obtain great results
by using not only transactional or navigational keywords but also informational keywords throughout.
For example by creating specific articles of an internal blog to answer the questions of the public
and then proposed links to the sale pages of the products mentioned within these articles then we can
distinguish other types of keywords based on the length of the phrase or based on its semantics.
A short tail keyword keyword up to three letters in length.
For example SEO medium tail keyword a keyword consisting of two to three words for example.
Prof SEO tools long tail keyword keyword longer than three words.
For example SEO tools for beginners geo targeting keyword a keyword that refers to a city or region
or specific state for example sleeping in Milan an LSI keyword Latent Semantic indexing keyword a keyword
that has a thematic relevance with a main keyword.
For example pizza and pizzeria the choice of a certain type of keyword rather than another varies according
to the market niche end to the optimization type.
I would like to reiterate the importance of choosing the right keywords in recent years.
I have created various Web sites such as the project below which with 30 daily visitors per month in
January 20 19 brought eight hundred and fifty eight dollars and 21 cents in sales.
Unlike other sites which are actually struggling to convert with over 500 daily unique visitors how
to generate keywords if you were thinking of using keywords for your next SEO campaign you should know
that short tail keywords certainly have the advantage of being more public.
But as I said before in this book you can't eat traffic consequently for query terms that have large
volumes of users you have to consider that there will be more competition making it very difficult to
reach a good ranking in these ACR PS.
My advice is to generate a list of keywords between long and medium tail and then carefully choose the
most suitable ones for your market in order to generate this list of keywords you can use the google
keyword planner tool which also shows the ranges of monthly search volumes.
Even with seasonal distribution another very useful Google service for keyword research is Google Trends
which shows the keywords of the moment their geographical distribution and the growth or decrease in
interest over the previous months or years.
The limit of these services offered by Google is that they are offered by Google.
Now let me explain a little better I firmly believe and this is my personal opinion that I could have
a competitive advantage over competitors if I could base my decisions on non-public sources or at least
not as famous as the classic Google service precisely for this reason.
It is worth using other keyword generators or extracting data from the Google source but in an unconventional
way like the method I have been using for a few years now and that I explain in detail on w w w dot
get MCO fixed dot com slash keywords dash competitors in order to show you the importance of the keywords.
Here is an example of the remarkable improvement of my site obtained in 45 days after adding various
LSI keywords in the pages without any other SEO activities.
You can notice a sudden improvement in the ranking as the graph curve suggests in detail the pages of
this Web site have suddenly position themselves in the top three on Google for six new keywords in the
top ten on the front page for another 79 keywords and in the first pages for over four hundred keywords
keywords is evolution very well at this point.
You have generated your list of relevant keywords but you should have realized by now that not all of
these keywords make sense for your project and you actually have to delete some of them.
One of the most common questions I get from my students is how do you choose one keyword rather than
another.
I generally use the following criteria to evaluate keywords search volume.
If you have thought of a specific word or if maybe you found it elsewhere you can always use the google
keyword tool to check its monthly search frequency.
The search frequency is important in the sense that it is not convenient to push a keyword of 10 monthly
searches with high competitiveness up on the ranking levels.
But surely it would make more sense to push onto one keyword of 1000 monthly searches with average competitiveness.
Perhaps you're wondering how we can define the keyword difficulty.
Let's see it right away.
Competitiveness.
I often read on blogs that a good method to estimate competitiveness involves entering the keyword on
Google in order to see the number of results returned.
If for example by smartphone has 35 million results and by oleander has only 64000 results can we conclude
that the second one is less competitive than the first.
Well not always.
Remember that you want to appear on the front page and maybe in the top three even if there were only
100 competitors in CERP but all dragons you would still have a hard time and the competitiveness would
be very high.
So what should you do.
The only solution would be to manually study the top 20 results at least and perhaps studying also the
metrics like the domain age the page authority D.A. and trust flow TAF.
For example I would consider an SRP in which the top 10 have T F greater than 30 and d a greater than
40.
As a competitive one after having estimated the metrics I would also evaluate the content in order to
see if I could write a more informative and significantly better article than any other competitors.
In the case that the metrics were really prohibitive and the contents were of the highest quality then
you would surely have a hard time and it would be very difficult for you to overcome your competitors
but not impossible relevance regardless of the volume of the research and the competitiveness.
I often insert certain keywords into the content that seem particularly relevant to me or related to
the topic that is being discussed.
Considering these criteria you should always keep in mind the final goal as certain keywords might seem
to be absolutely prohibitive in the first instance.
They could actually have some use if used as anchor text in internal links for example.