In today's digital landscape, search engine optimization (SEO) plays a crucial role in buyer behavior and online marketing strategies. SEO helps businesses reach their target audience when they are searching for information related to their products and services, ultimately driving conversions and business growth.Three of the most important considerations when evaluating keywords for SEO are: volume, competition and user intent.Before we dive into the fundamentals of keywords and SEO, let’s break down what organic traffic is and why it matters.
Organic traffic are the visitors who come to a website through unpaid, natural, or organic search engine results. It is the opposite of paid traffic, which comes from sources such as online advertisements.Organic traffic is generated when users enter relevant search queries into search engines like Google, Bing, or Yahoo, and the search engines display the website's pages as results.It tends to be highly targeted, as users are actively searching for information or solutions related to a particular topic or keyword.
A keyword is a specific word or phrase people use when searching for information, products, or services on search engines like Google. They act as a bridge between what users are searching for and the content that websites provide.Keywords can be one or two words, like "coworking" or "marketing," or they can be longer phrases, such as "coworking space near me" or "digital marketing strategies for small businesses."In the context of SEO, keywords help search engines understand the information, relevance and intent of web pages. When users enter keywords into a search engine, it scans its index (database of web pages) to identify web pages that are most relevant to those keywords.
Keywords are the foundation of SEO because they help search engines understand the intent and relevance of web pages. Here are a few reasons why keywords are significant in SEO:
There are lots of types of keywords, but let’s breakdown some of the most common in the world of organic search:
Keyword research is a fundamental part of your SEO strategy as it helps you understand what people are searching for to find information related to your business. It gives you valuable insights into the needs of your target audience that you can use to build out search-friendly website content.Keyword research tools like Google Keyword Planner, SEMrush, or Moz Keyword Explorer help you gather data on search volumes, competition, related keywords, and user intent. But once you’ve gathered this information, how do you choose the best opportunities?Here are our top three considerations for SEO keywords:
Search volume is the number of times a particular keyword or search query is entered into a search engine over a specific period, typically measured on a monthly basis, although it can be analyzed for different time frames.It helps you understand the popularity and demand trends for a specific keyword or topic so you direct your marketing efforts at an audience actively looking for information about your products or services.However, search volume alone is not the sole determining factor in keyword selection. Balancing search volume with competition and user intent helps you identify keywords that present a reasonable opportunity for visibility and ranking.
Keyword competition is how hard it is to rank on page one for a particular keyword. It indicates how many other websites are vying for top positions for the same keyword.Highly competitive keywords are often targeted by many websites with established online presence, authority, and resources. Trying to rank for these keywords can be challenging, especially for new or less authoritative websites. On the other hand, targeting low-competition keywords can provide an opportunity to rank quicker.To assess keyword competition, you can use various tools and metrics that provide insights into the level of competition for specific keywords. Here are some methods:
User intent is the purpose or motivation behind a search query. Understanding user intent is crucial in keyword research because it helps you align your content with what users are seeking, improving the relevance and effectiveness of your SEO efforts.By identifying and targeting keywords that match user intent, you can attract more qualified traffic to your website. Higher engagement, increased conversions, and a better overall user experience all positively affect your rankings and website credibility. Use intent to help you create content that meets the specific needs, desires, or challenges of your target audience, establishing your website as a valuable resource.To analyze search queries and identify user intent, you can use the following approaches:
Informational Intent: Informational intent keywords are used when searchers are seeking specific information or answers to their questions. Examples include "how to tie a tie," "what is global warming," or "benefits of meditation." Users with informational intent are looking for educational content, tutorials, or in-depth information on a particular topic.Navigational Intent: Navigational intent keywords are used when searchers are looking for a specific website or webpage. These keywords often include brand names or specific URLs. Examples include "Facebook login," "Nike official website," or "Amazon customer support." Users with navigational intent have a specific website or destination in mind and want to reach it directly through search.Transactional/Commercial Intent: Transactional intent keywords are used when searchers are ready to make a purchase or engage in a specific action. These keywords often include terms like "buy," "discount," or "coupon." Examples include "buy iPhone X online," "best laptop deals," or "download antivirus software." Users with transactional intent are looking for products, services, or actions they can take to fulfill a specific need or desire.
When evaluating keywords for SEO, it's essential to strike a balance between search volume, competition, and user-intent. Here are some tips for selecting keywords with a balanced level of competition:
By choosing the right keywords and strategically incorporating them into your website's content, you can improve your chances of ranking higher in search engine results and driving organic traffic to your site.Our team of digital marketing experts can help you with keyword research, website optimization, content creation, and more. Take your SEO efforts to the next level and contact 20North Marketing.