Keywords for SEO: Everything you need to know as a beginner

In the world of search engine optimisation (SEO), keywords play a crucial role in driving organic traffic to your website. Understanding how to effectively use keywords can make a significant difference in your website's visibility and ranking. Let's explore everything that beginners need to know about keywords for SEO.

Content Key

• What are keywords?

• Keyword types

• Search intent

• Keyword research

• Monitoring

What are keywords?

Keywords are words or phrases that people use when searching for information, products, or services on search engines. These keywords help search engines to understand the content of your website and match it with relevant search queries. By strategically incorporating keywords into your website's content, you can improve your site's visibility and attract the right audience to your content. Let's take a look at the different types of keywords and what these mean for your content.

Different keyword types

There are different types of keywords, and these can be a good indication as to what sort of content a visitor would expect to come across when they land on your content. We tend to refer to this as the search intent of a keyword.

Let's take a look at some of the most common types of keywords.

Brand keywords

These keywords are specific to your business, and include your brand name, as well as products or slogans unique to your business. To give you an example, what brand comes to mind when you read Kevin the Carrot? Hopefully, Aldi.

Targeting brand keywords can help you establish your brand presence and attract users who are specifically looking for the products or services you provide. Brand keywords also tend to have a better click-through rate to your website as well as better conversion. This is because the searcher already knows what they are looking for.

Short-tail keywords

Short-tail keywords usually consist of only one or two words. They are highly competitive, usually with huge search volumes. These can be difficult to rank for, but if you do rank well for short-tail keywords, you should reap the benefits in terms of organic traffic.

Long-tail keywords

These are longer and more specific search terms, usually consisting of three or more words. Long-tail keywords have lower search volumes than short-tail keywords, however, they can be much easier to rank for and tend to attract more relevant traffic to your website. They also have a higher chance of converting leads into sales.

Search intent

There are 4 common types of keyword intent: navigational, informational, commercial, and transactional.

Navigational

Navigational search intent indicates that a user wants to go to a specific service, website, or brand. Such keywords tend to include a location or brand name, such as bakery near me or Ninja Air Fryer.

Informational

Informational keywords, otherwise referred to as know keywords, are used when the searcher wants to find answers or educate themselves. These include keywords which are questions or imply a question, such as the following:

• spinach iron content

• how to wallpaper

• what is the difference between beer and lager

Commercial

Commercial keyword intent signifies that a searcher needs to undertake a bit more research before going through to purchase a product or service. You can target these keywords with reviews, lists, and how-to guides. Here are some keyword examples:

• iPhone 14 vs 15

• dominos vegan pizzas

• starbucks winter menu

Transactional

Searchers using keywords with transactional intent are ready to make a purchase. As such, transactional keywords have the highest conversion rate. Examples of transactional keywords include:

• order chinese online

• buy coffee beans in bulk

How to find your keywords - research

To identify the right keywords for your website, you need to research. Understanding your target audience is key. Analyse search volumes for relevant keywords and assess their 'keyword competition'. Here are some steps to follow for effective keyword research.

1. Understand Your Target Audience

Before conducting keyword research, it's essential to understand your target audience and their search intent. What are they looking for? What problems are they trying to solve? By answering these questions, you can identify the keywords that align with their needs and intentions, then create useful content for your audience.

2. Select Relevant Topics

Create a list of topics that are relevant to your business or industry. These topics will serve as a starting point for your keyword research. Think about the main categories or themes that your website covers.

3. Use Keyword Research Tools

There are several keyword research tools available that can help you find relevant keywords for your website. Some popular tools include Google Keyword Planner, SEMrush, and Ahrefs. These tools provide insights into search volumes, keyword difficulty, and related keywords.

4. Analyse Competitor Keywords

Another useful strategy is to analyse the keywords that your competitors are targeting. This can give you valuable insights into the keywords that are driving their organic traffic. Look for gaps or opportunities where you can differentiate yourself and target specific keywords.

5. Prioritise and Refine Your Keyword List

After gathering a list of potential keywords, prioritise them based on their relevance, search volume, and competitiveness. Focus on long-tail keywords that align with your target audience's search intent. Refine your list to include keywords that have a good balance between search volume and competition.

Keyword Placement

Once you've identified the right keywords, prioritise them based on their relevance, search volume, and competitiveness. Focus on long-tail keywords that align with your target audience's search intent. Refine your list to include keywords that have a good balance between search volume and competition.

1. Page Titles and Meta Descriptions

Include your target keywords in the page titles and meta descriptions of your web pages. These elements appear in search engine results and can significantly impact click-through rates.

2. Headings and Subheadings

Where relevant, use your target keywords in headings and subheadings to indicate the topic of your content. This helps search engines understand the structure and relevance of your content.

3. URL Structure

Try to incorporate your target keywords into the URLs of your web pages. This makes it easier for both search engines and users to understand what the page is about.

4. Body Content

Sprinkle your target keywords naturally throughout the body content of your web pages. However, avoid keyword stuffing, as it can negatively impact your website's ranking. Focus on creating high-quality, informative content that provides value to your audience.

Keyword stuffing: Considered to be a black hat SEO technique, keyword stuffing is the art of over-filling content with the keywords for which a page wishes to rank. As per Google's spam policies, this includes repeating the same words or phrases so often that it sounds unnatural.

5. Image Alt Text

When adding images to your website, include descriptive alt text that includes your target keywords where relevant. This helps search engines to understand what your images are about and improves accessibility for visually impaired users.

Monitoring and Optimisation

Keyword optimisation is an ongoing process and it's important to monitor your website's performance so you can make adjustments as needed. Here are some tips for monitoring and optimising your keywords:

1. Track Keyword Rankings

Regularly monitor your keyword rankings to see how well your website is performing in search results. This can help you identify areas for improvement and track the effectiveness of your optimisation efforts. Here are some of the tools we recommend for keeping on top of keyword rankings:

• Google Search Console

• Semrush

• Ahrefs

2. Analyse User Behaviour

Use web analytics tools to analyse user behavior on your website. Look for patterns in search queries, bounce rates, and conversion rates. This data can provide valuable insights into the effectiveness of your keywords and content. You can set up Google Search Console and Google Analytics tracking for free.

3. Update and Refresh Your Content

Regularly update and refresh your content to ensure it remains relevant and up-to-date. This can be the case for informational content, 'best of' lists and so on. What's relevant and accurate now won't always stay that way. Consider for example that your website reviews films. If you released a list of Top 100 films in 2020, you could find yourself making small tweaks to it each year.

4. Stay Informed About SEO Trends

SEO is constantly evolving, and search engine algorithms are regularly updated. Stay informed about the latest SEO trends and best practices to ensure your keyword optimisation strategies remain effective.

Closing Comments

Keywords are a fundamental aspect of SEO and can significantly impact your website's visibility and success. By understanding the different types of keywords, conducting thorough keyword research, strategically placing keywords, and continuously monitoring and optimising your website, you can improve your chances of ranking higher on search engine result pages. Remember to focus on creating valuable, high-quality content that meets the needs of your target audience. With time and consistent effort, you can harness the power of keywords to drive organic traffic and achieve your SEO goals.

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