The search for appropriate keywords to create the content of the web is absolutely essential. We have always said that this document that we create, called keyword research, is our bible. It is a document that, in addition to being the basis of our decisions, is a living element, which we feed and update from time to time, because search trends change and our clients and their situations, too.
Factors to take into account when doing keyword research
What do we have to take into account before we start looking for the keywords that can bring us the most traffic? The first thing we have to know is that there are different types of keywords according to the intention of the user and we are going to talk about them now.
- Informative keywords. They are the type of keywords that offer information to the user. Normally they are single-word keywords and they are the ones that have the most searches, but that does not mean that it is the one that interests you the most for your business.
Example: Time in Albacete.
- Transactional keywords. They are the keywords whose purpose is to make a purchase or complete an action.
Example: Alcatel One Touch price
- Navigational keywords. They are the keywords that are looking for a website, social network or similar.
Now that we know that not all keywords are the same, we should think about which ones would help us the most in our business and which ones can bring us the most qualified traffic. If we have a website for the sale of products, the perfect choice would be to use the most transactional keywords, since those who search for them have more intention to buy than those who put informative keywords.
Depending on your search volume we can also find several groups of keywords.
- Head keywords: They are normally composed of a single word and usually have a very high number of monthly searches. They are very difficult words to position due to their great competition.
They are also very generic words, so they do not respond so much to the user’s search intentions and perhaps whoever searches for them has no intention of buying anything, if they are not only looking for information, that is why they are keywords with a high bounce rate and it is recommended not to work on them in the first phase of the project.
- Middle tail keywords: This type of keywords is composed of more than two or three words and its number of monthly searches is not short at all, but despite also having competition, working on them in the first phases can bring us great joys since they are better able to respond to users’ search intentions.
Example: Siamese cats
- Long tail keywords: These keywords are definitely the most recommended for your SEO strategy since they are the easiest to position because being composed of more than three words, they are the ones that usually have the least searches and are less competitive. In addition, being so specific, behind your search there is usually a transactional intention.
Example: Special food for Siamese cats
What type of keywords do I choose for my site?
As we have anticipated in the last paragraph of the previous block, long tail words are absolutely necessary for your website and even more so if you are starting with your SEO strategy, however, this type of keywords has a very low search volume while Head keyworks have a very high search volume. Then? Why are we more interested in choosing the Long Tail?
Well, it is very simple, when you are starting with a site that still does not have any type of weight or recognition, your thing will be to start with those keywords that make it easier for you, and these are those keywords composed of more than 3 words and with few searches, because being very uncompetitive they are easier to position in good positions and this can mean 70% of the visits to your website. And as we have also mentioned, these keywords tend to be more transactional than Long Tail, which, being more generic, convert less.
The famous keyword reseach, what is it?
The keyword research is the document in which we are going to include all the keywords that are related to our business.
Our advice is that in this document you enter keywords of all types, transactional, informative and navigational and that you include from the Long tail to the head.
Why do we recommend this if we have said that the best are the long tails when we are starting? Well, because we are not going to be eternally starting, and as the project progresses, the strategy will change and evolve and this document will house and accompany us throughout our journey.
In this document, the order is very important, and our recommendation is that you group all the words by categories.
Let’s imagine that you have a cat food website to establish the possible categories that you could have.
To do this exercise you always have to keep one thing in mind, you have to go from the widest to the most generic.
Cat food. This would be the broadest category, and the one that could almost 100% be associated with the home, which is where we usually put this type of most competitive keywords, since the home is usually the most important page and the one with the best metrics.
In this same category we could put all the keywords that are similar and respond to an equally broad search intention: Cat food, cheap cat food, premium cat food, etc …
To continue, it will help us a lot to have our web tree in front of us and see the categories that our website has and break them down in order of their hierarchy.
We are going to imagine that, in the second level, one of the categories is WET FOOD and we are going to collect all the words related to this keyword. We would choose the following words for our matrix, which is the Excel sheet in which we add the bulk of the information. Then we would create another Excel sheet to choose the ones that we would assign to each category. In this matrix we put all the ones that are interesting a priori and then we make a selection again.
We have left out those that included information such as brands, age of the cat or physical conditions because the logical thing is to have more specific categories in which it makes more sense to assign these long tail as “wet food for sterilized cats”, or “wet food for puppies cats ”Or“ wet sphynx cat food ”or“ Hills wet cat food ”.
And so we would go through the web tree and choosing those words that are intrinsically related to each category with a Cartesian method that goes from the most generic to the most specific.
The dart in the word.
Now comes the time to select some keywords from that great list, because let’s face it, we can’t keep all of them! We have to choose the ones that are best for us, not the ones that are best overall. And it is now when we create another Excel sheet that we will call ASSIGNMENT, for example.
To select them, in addition to taking into account everything that we have told you at the beginning about their typologies, we have to look at the metrics and juggle between those that have the most searches, but those that pose the least SEO difficulty.
The CPC is also a piece of information that we like to take into account, because if a word is expensive, it is because it is competitive and converts and in reality we do not have to pay to use it, we just have to take into account its other metrics.
Finally, it would help us a lot to know which keywords are already positioned on our website to see if it pays us to enhance those that are already positioned or we are interested in choosing new ones and starting from scratch with them.
So, summarizing this last point, we leave you a list of factors to take into account before deciding which keywords we select to write the contents of our website and the metadata.
- Intrinsic relationship of the keyword with the category
- Number of monthly searches
- Difficulty positioning
- Search intent (informational, transactional …)
- Current position of this keyword
Well, that would be it, but we are not leaving without first insisting on the great importance of this document, which together with a complete audit of your website, will be the bible of your positioning strategy.