A lot of people still wonder how to choose keywords for SEO, let us show you how!
What to consider BEFORE choosing keywords.
Before choosing keywords for our website, it is highly recommended that we understand the following:
- that there are generic and long-tail keywords
- that there are purchase and information keywords
- that it is important before each content preparation to check what type of content is most appropriate, depending on the chosen keyword.
The difference between generic and long-tail keywords
Let us make it a little easier for you on how to choose keywords for SEO. Keywords are divided into generic (also called heavy keywords because they have a large search volume (e.g. over 1000 typings per month) and long tail words (also called long-tailed keywords (which do not have many types in Google, but more precisely search engine release purpose (e.g. the phrase “how to choose keywords for a website” itself is a long-term phrase (containing a total of 7 words):
Google search examples:
Why it’s important to know the difference between generic and long-tail keywords.
Generic keywords (with a large number of typings per month), it is true that a huge number of people type into Google, but through them it is VERY DIFFICULT to rank our website in high Google positions. Because there’s a lot of competition on generic keywords.
At the same time, generic keywords do NOT betray the exact purpose of the searcher. A generic word e.g. kitchen (one word) it is true that almost 50,000 Google users type into Google per month (source: Google Adwords), but this word is typed into Google by users with different purposes.
We can only assume that the generic keyword “kitchens” is typed:
- kitchen providers (reviewing competing websites)
- bloggers and web content writers (looking for kitchen writing ideas)
- future kitchen buyers (who are just “dreaming” of replacing the kitchen in 6 years)
- potential and hot kitchen buyers (who will replace the kitchen soon)
- short-lived people (who simply like to observe ideas and follow new trends in the field of kitchens)
- students and others (who write dissertations or other work related to kitchens)
- journalists (who need inspiration, inspiration and ideas for their pr articles)
- carpenters (looking for ideas for making kitchens)
- entrepreneurs, kitchen sellers (who are angry because they themselves are not with the word “kitchen” on the first page of Google)
There are probably many more people who type this word into Google, but the point is that NOT all of them are customers (and so we can’t exactly say that we are targeting kitchen customers exactly with this word). Therefore, it is also a question of whether this, a generic keyword, is also worth renting in Adwords.
On the keyword “kitchen” there is a competition “Medium” (medium-high), on the LONGER keyword phrase “kitchen action” there is a competition “High”. The longer (two phrases, “kitchen action”) more accurately betrays the intention of the seeker. For a Google user typing in Google, the phrase “kitchen action” can be found much more reliably to be interested in kitchens in action (perhaps buying such a kitchen) than anything else for someone typing just the word “kitchen”.
Therefore, the main reason we know the difference between long and short keywords is that with content optimized for longer keywords, we target Google users more precisely. The longer the keyword phrase, the clearer the intent of the user who typed a particular word into Google.
HINT: Because the competition on long-tailed keywords is smaller, web content optimized for long-tail keywords is also easier to write by ranking high in Google (and other search engines). You can read a very detailed record of How SEO works (and what to look for in SEO content optimization) at the link.
You can see the difference in return on investment in preparing content for generic keywords compared to preparing content for long-tail keywords in the infographic below:
Video: Long tail SEO – When & How to target low volume keywords – Whiteboard Friday – Moz
The difference between informational and purchasing keywords
Purchase keywords are those that betray the purchase intent of the person typing the word into Google. Through informative keywords, the user only collects information (about products, services, etc.)
Preparing web content for these keywords, you could choose e.g. radiator provider (who wants to position itself on the online market as a seller of cheap radiators). A seller of cheap radiators could rent these words (before the winter season) through Google Adwords advertising (the so-called PPC campaign) or start an SEO campaign for these words (at least 6 months before the start of the winter season). By optimizing the page, it would reach the top positions of Google in about 6 months, and instead of PPC paid ads, it would get customers through the organic display of its website on the first page of Google.
Informative keywords often start with questions:
Google users who type such words into Google have no purchase intent. Through these words they search for and gather information.
Why it’s important to know the difference between buying and informative keywords.
One who understands the difference between informative and purchase keywords will know what type of content to prepare for which keyword. At the same time, he will prepare a much more attractive and TARGET “lead magnet” for the written content.
Lead magnet is the goal for which we prepare web content at all.
On informative keywords, we prepare informative lead magnets.
On purchase keywords, we prepare purchase lead magnets (or CTAs).
See 2 examples of INFORMATIVE keywords (from the keyword set in the image above):
- if we have web content written on the keyword “how to clean asparagus”, we can “insert” (in the appropriate places) the Chef’s Guide with the title 10 minutes to completely cleaned asparagus (and collect e-mail addresses of our visitors)
- if we have web content written for example on the keyword “how to cleanse the liver”, the content can e.g. “Tuck in” (in the right places) A guide to the 10 most effective liver cleansing methods (and collect the email addresses of our visitors)
Video: How to find buyer keywords that are easy to rank in your niche? – Matthew Woodward
How to choose keywords for a website, depending on the type of content
Not every type of content is appropriate for every keyword you choose.
Take a good look at the examples and EVIDENCE below:
- for the keyword “guided meditation,” Google first displays videos from YouTube on its first page.
So for this word, the most appropriate type of content is (SEO optimized) YouTube video. How to optimize YouTube video for SEO is explained at the link.
- for the keyword “food services,” Google displays the categories of food services in online stores on the first page. So it is obvious that the most appropriate type of content for the keyword “dining services” is the product category.
- for e.g. the keyword phrase “how to optimize a website” or how to choose keywords for seo, Google first displays blog entries on the first page. So it is obvious that it is most worthwhile to prepare a blog post on this chosen keyword phrase:
HINT: I separate the types of content, according to individual keywords, into blog content, product categories, youtube videos, home page (home) pages, landing pages, about pages, contact pages and product pages (descriptions of individual products in online stores). Before each content preparation, ALWAYS check which is the most appropriate type of content that is worth preparing (see the results in incognito mode).
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