Search engines are increasingly interested in the content of websites, which increases the importance of keywords. To be well referenced, a good semantic strategy is now required.
What is the KEYWORD in SEO?
The use of keywords has become popular with the development of the Internet. It is a set of expressions that allow you to characterize a document (text, image, video, etc.) and to facilitate it’s natural referencing in search engines, in particular Google.
It is in fact through the use of keywords that the Internet user searches for information on the Internet. The choice of keywords is therefore particularly crucial in marketing, to increase the effectiveness of online communication. The keyword searches most used by Internet users also allow companies to refine their advertising campaigns, as well as the visibility of the information they disseminate on the Internet and through various social networks.
Keywords are meaningful words and expressions that describe a document, making search engine listings more accessible. Keywords are important words or phrases that describe a document, allowing for better online SEO.
What are your Google search habits?
According to a 2016 YOODA INSIGHT study of internet search habits, you type an average of 3.5 words per query. And queries consisting of a single word now only account for 2.4% of queries.
Below is the number of words per query:
1 word: 2.4% of requests,
2 words: 22.9%
3 words: 34.1%
4 words: 22%
5 words: 10.8%
6 words: 4.6%
7 words: 1.9%
+ 7 words: 1.2%
This study is based on a database of 100 million keywords (key phrases) representing 6.3 billion monthly searches on Google.
In particular, it allows highlighting the potential of key expressions composed of several words.
💡A query consisting of multiple words is called a long tail. It represents over 80% of the queries typed on search engines.
You use a long tail query when, for example, you need an answer to the question: What is a keyword?
In the series of questions posed to Google, the award goes to How to make love?
Long tail keyword phrases are also used when searching for a business near you.
Then type in a request such as a shop + type of shop + city name. These are the so-called geolocalized searches and use local referencing techniques.
The use of long-tail queries is growing as voice search increases. Conversely, generic keywords (1 or 2 words) will be used less. This parameter should be taken into consideration when choosing the right keywords.
What is a good keyword?
The answer is simple: it is the one that brings you qualified traffic.
Unfortunately, in reality, not everything is that simple. A good keyword can be very competitive, and your chances of appearing in a good position on Google will be very limited. The competition and popularity of a keyword are criteria to consider when making choices.
To summarize, a good keyword must meet the following criteria:
- Relevance: They best describe your business and are the ones your customers use.
- The potential: It must drive qualified traffic to your site. If it is never typed in Google, its potential will be nil.
- The competition: If the competition is too strong, find a variant and take advantage of the long tail.
Gone are the days when it was enough to fill the meta tag “keywords” with many keywords. Furthermore, the arrival of artificial intelligence with the rank brain algorithm adds an unknown factor in finding the right key expressions.
How to choose the right keywords?
To find the “right keyword” to promote in the content of a web page, there are many techniques.
The first of these is to use your intuition coupled with knowledge of your customers’ habits.
However, if you have doubts about your intuition, don’t hesitate to ask your customers to be sure they are heading in the right direction. A mistake in choosing your keywords can be disastrous for your visibility.
This first step will allow you to make the first list. This will need to be integrated with other techniques and tools.
- The techniques used range from analyzing competitor sites to using keyword generators. These techniques need to be adapted on a case-by-case basis.
- Tools like SEMrush rely on databases of millions of key phrases. They allow you to find new synonyms in your theme. They also give information on the competition and their potential.
Know-how and experience are also essential to get the most out of these tools.
To conclude, researching the right keywords is an essential step in an SEO strategy. If you neglect this job, it is very likely that you are invisible on Google.
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