Keywords are vital to define what your content is about.
Identifying keywords that have the potential to align with client needs at various funnel phases enables you to target your content effectively. But before you can do so, you must understand the significance of keywords to your business.
Keywords are the beginning point for all website optimization efforts. They represent the culmination of your research, the foundation of your plan, and one of the most important measures you can use to gauge your performance.
The workflow is rather simple:
- Determine keywords.
- Apply keyword optimization to your site.
- Track keyword positions in addition to traffic and conversions.
Over time, you will iterate this process, continually enhancing content with new keywords.
Prioritise your keyword selection
In SEO, you want to rank for keywords since, in principle, higher rankings should lead to a rise in relevant traffic (and more conversions, like a sale or newsletter signup).
However, some terms have a greater search volume, and so have a greater potential to generate more traffic. Some keywords will correspond with users who are much further down the conversion funnel, thus the underlying intent will be more purchase-driven and consumers will be more likely to convert (meaning that they take an action you want them to, like buying something).
When assessing keywords, it is essential to consider search volume and user intent. The search volume is an estimate of how many people will search for a particular keyword.
Also intuitive, but requiring a bit more explanation, is searcher intent.
Think about searcher intent
Intent refers to what the searcher was genuinely seeking for when they typed in their query; it may be broken down into four categories.
- Informational purpose. The user is just seeking information, exploring or learning about a topic, or addressing a specific inquiry.
- Intentional navigation. The user has a general idea of where they want to go, is searching for a certain web page, and typically knows the website they are seeking.
- Transactional purpose. The user is conducting a search with the purpose to purchase in the near future.
- Commercial intent. The user is searching with the intent to purchase, however they are conducting research prior to making a purchasing choice.
With the customer journey in mind, you can observe how the user’s search intent evolves as they progress through the sales funnel. This permits you to map the data to your desired keywords. With this information, you can begin to prioritise content.
Harmonising keywords with content
Website content and information architecture influence your keyword strategy in certain ways. You may discover keywords you wish to target through keyword research, but for which you do not currently have content. There is also a good chance that you will discover keywords that fit the present site configuration.
For e-commerce sites, you’ll typically find that chunky middle keywords work best on pages devoted to a category or subcategory of the products you sell, whereas long tail keywords work well on product pages. On product pages, it is often advisable to utilise the product name as the target keyword.
It makes sense to assign target keywords to current pages and develop new material (such as blog posts, new subcategories, etc.) for additional high-value keywords, regardless of the approach you take.
This will provide you with several keywords to target, one for each URL that already exists on your site (and/or pages you intend to construct). This is keyword mapping, and it enables you to develop a more defined, measurable approach. With each attempt to rank for a keyword, you may determine if a specific page and its content are ranking as predicted.
Keywords are the foundation of search engine optimization
Defining keyword goals is crucial for later phases of search engine optimization implementation. Before you can begin optimising, you must identify the most important words and phrases for your business.