Keyword Research 101: Everything You Need To Know
By WDD Staff
November 27, 2019
Keyword research is a critical part of any SEO strategy. If you get it right, then you’ll bring high volumes of relevant traffic to your site. In this article, we are going to look at what keywords are, and why you need to research them.
Keyword Optimisation TipsNow when you think of keyword optimisation, you may be tempted to stuff your chosen keyword into your content as many times as possible. This may have worked a few years back, but now, keyword stuffing is a huge no-no! When adding your keyword, it needs to be as natural as possible. But there are a few places that you want to ensure this happens. The three most important places to optimize are:
- At the beginning of your title tag;
- Your meta description;
- The first 50 to 100 words in your content.
- Your image alt tags (preferably the first image on the page);
- In the page’s URL;
- In at least one of your subheadings;
- 2-3 times (or more depending on your word count) throughout the content.
Types of KeywordThe types of keyword that you decide to use on your website determine whether you bring in visitors who can offer you the most value. There are seven keyword types you should learn about:
1. Generic Keywords (aka Short-Tail)Generic keywords will isolate a topic, but you won’t get any further detail. Usually known as ‘short-tail’ keywords. For example: “Shoes,” “Vacuum Cleaner,” or “Book.” You should stay away from these types of keywords as the competition is usually very high and you have no idea around the search intent so conversions are generally pretty low.
2. Brand KeywordsBrand Keywords are pretty self-explanatory. They include a keyword relating to the brand of the product, for example: “Adidas shoes,” “Dyson vacuum cleaner,” “Harry Potter book.” They are a step up from a generic keyword but it is still unclear what the intent behind the search is.
3. Broad KeywordsBroad keywords are more promising. They provide good levels of traffic and have much less competition. Usually, the searcher has decided what they are looking for but may only have an approximate idea. For example: “Running shoes,” “Upright vacuum cleaner,” “Children’s books.” These are still open to a little interpretation but the search is more specific.
4. Exact KeywordsExact keywords show that the searcher knows exactly what they are trying to find. This type of keyword is good to optimize for because they usually convert very well and have high search volumes. For example: “Best running shoes,” “Vacuum cleaner reviews,” “Recommended children’s books.” There is a problem with exact keywords though: they have a lot of competition.
5. Long-Tail KeywordsIn my opinion, long-tail keywords are the best type of keyword to focus on. They generally have lower search volume, meaning they have less competition but they have a really high conversion level. For example: “Which running shoes are the best for marathons,” “Upright vacuum cleaner with retractable cord,” “Which children's books are best for ages 8-10.” Long-tail keywords have the right balance between competition, conversion, and traffic.
6. Buyer KeywordsBuyer keywords will have a word attached that signals the searcher is ready to part with their cash. For example: “Buy Adidas running shoes,” “Dyson vacuum cleaner discount,” “Children’s books coupons.” If this fits with your business model, then optimising for buyer keywords can be a really smart move.
7. Tyre Kicker KeywordsTyre kicker keywords usually indicate that the user isn’t one that’s going to benefit you in anyway (unless this aligns with your business strategy.) For example: “Free running shoes,” “Dyson vacuum cleaner exchange,” “Download children’s books.” There is usually a word attached to the keyword which shows the are not looking to spend money.
Wrapping UpIn this article, we have reviewed what keywords are, why they are important and how keyword research is crucial for the success of your website. We looked at the best places to optimise your keywords on your website without resorting to keyword stuffing. And you now know the seven types of keywords used, meaning you can make a decision which type is best for your business.
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