How to find and choose effective keywords?

Keyword research is the most important element in SEO. And today it is essential for a website to be well referenced on Google.

With ambition and good skills, you can very quickly manage to climb to the first page of the podium. Natural referencing is a competition where the one who manages to conquer the heart of the Google algorithm will be first.

But before conquering the love of Google, you must first choose your keywords in a relevant way. We are therefore going to give you the secrets to finding and choosing the right keywords for your activity. These steps allow you to quickly improve the audience of the pages of a site on your own.

What is a keyword?

But before revealing its secrets (known to most people interested in SEO) we will first define what a keyword is.

A keyword is a word or phrase mainly used by Internet users when searching online.

In natural referencing, it is from them that you will define on which subject to write or which page to create around your company, your products or your services in order to bring the Internet user to your site. This is why doing an upstream keyword study before embarking on any content is advantageous.

This work may seem tedious or even trivial but it is very important to do it seriously because if you choose your keywords badly you will have the wrong customers on your site and therefore no purchase or zero visit duration.

Types of keywords

Succeeding in defining the keywords used by Internet users makes it possible to know the hidden intention in their request (often in connection with action verbs) and thus decide on which keywords it is important to position oneself.

There are several kinds of keywords:

– Navigational keywords

By definition, an Internet user who uses navigational keywords already knows the company and knows exactly what he wants

– Informational keywords

These keywords allow Internet users to find information with phrases including the words “how”, “best way”, “what”, “why”,…

– Transactional keywords

These keywords allow users to search for solutions and/or comparisons before considering buying a product with long-tail keywords including “review”, “review”, “top 10”, “best” , …

– Commercial keywords

These keywords correspond to Internet users who have a high purchase intention. They include the following words in their searches: “price for”, “where to buy”, “order”, “free delivery”, …

In addition, Google has improved its search engine based on the search intent of Internet users. Thus, today it offers search results in different ways. For example, for a “commercial” query, Google will display Google Shopping results first.

So you can do research on Google to identify intentions and get keyword ideas.

5 steps to improve your SEO

Now that you know the definition of a keyword and the 4 types of existing keywords, we are going to give you the 5 steps to quickly improve your ranking on search engines without necessarily calling on digital agencies.

1. Definition of its target

Each project begins with the definition of its target(s). As a general rule, we speak of “buyer persona” (buyer profile) and “buyer journey”. That is to say that we will define “who” is going or must come to his site and “how” this happens.

Next, organize your market penetration strategy through keyword planning. It is thus a “plan” structuring of its keyword strategy.

Many planning tools are available like Google Keyword Planner, which suggests lists of keywords easily based on your query.

2. The search volume study

Implementing keyword planning can be done through the free Google Ads tool. It is then possible to find new keywords and obtain search volumes.

Researching new keywords provides access to several key indicators such as:

– Monthly search volume.

– Competition.

– The top of page auctions.

This way, you will be able to find the ideal keywords that get high search volumes, low competition and low bids.

3. Research forecasts

The Google Ads tool is also used to determine the forecast search volume. Google Ads provides several indicators such as:

– The number of impressions. This corresponds to the number of times Google estimates that your site will be displayed thanks to this keyword.

– The number of potential clicks.

– The cost of a campaign and the average positioning on search engines in the event that you decide to use Google Ads.

4. Keyword Efficiency Index

The (KEI) assesses the probability of being well ranked in search engines. It is calculated using the following formula.

KEI = Number of monthly queries / Number of indexed pages x 1,000

Some keywords may seem uninteresting to you, especially in terms of Return on Investment (ROI) which may turn out to be very low, but it may still be interesting to use some of them if your sector of activity corresponds to a market where the search volume is not very high and there are few competitors.

In the end, the KEI above all makes it possible to define statistically on which it is most relevant to devote time and effort by producing content that includes them.

5. Reporting

The implementation of a referencing strategy necessarily implies a reporting and monitoring activity. It is thus a question of analyzing and evaluating the choices made. Regularly measuring the results obtained in order to correct and refine your actions. To do this, you just need to follow in Google tools such as Search Console and Google Analytics. The keywords for which you have had impressions and clicks, for example, but also to look in your Google Analytics account for the pages that have traffic, the bounce rate of these pages, and the reading time.

Do not hesitate to rework those pages by lengthening them. By adding new information to it so that the article is even more relevant. You can also add images and videos, remembering to fill in the description tags.

Note that natural referencing is not instantaneous, nor an exact science. So companies that want a significant number of clicks immediately can turn to paid referencing (even if it can represent a substantial budget).

But if your budget allows it, you can set up a paid SEO strategy while investing time in parallel in natural referencing.

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