25, Aug 2022
Search and distribution of keywords
Search and distribution of keywords
The first step in search engine optimization is to correctly identify what you are actually optimizing for. This means identifying the queries people are searching for or the keywords you want your site to rank for in search engines.
Sounds simple enough, right? I want my company to show up in searches when people search for “dvrs” and maybe when they type in “buy dashcam”.
But in fact, not everything is as simple as it seems. There are several key factors to consider when determining the keywords for which you want to promote your site:
Search volume. The first factor to consider is the number of people (if any) who search for a given keyword. The more people who search for a keyword, the wider the audience you want to reach. Conversely, if no one searches for a key, then there is no audience that could find your content using the search.
Relevance. If a product or service is frequently searched for, that’s great. But what if that query isn’t entirely relevant to your potential customers?
Relevance seems obvious at first: if you’re selling enterprise email marketing automation software, you don’t want to show up for search terms that have nothing to do with your business, like “pet products.” But, besides this, you should take into account for which companies you sell your product, in which territory and other equally important factors.
Competition. In SEO, too, you must consider the potential costs and likelihood of success. For SEO, this means understanding the relative competition (and likelihood of ranking) for specific terms.
First, you need to understand who your potential customers are and what they are most likely to be looking for. If you don’t yet understand who your audience is, think about it. This is a good start not only for SEO, but for business in general.
To better understand your audience, ask a few questions:
What interests them?
What are their problems?
What language do they use to describe needs, enter a request?
Who else do they buy things or services from? (These may be your competitors. But, in addition, the answer to this question may provide indirect clues in determining your target audience).
Once you’ve answered these questions, you’ll have an initial “basic list” of possible keywords and domains. This list will help you get more keywords, search volume, and competition metrics.
Take a list of the main terms your prospects and clients use to describe what you do and start typing them into your keyword tools. For example, Yandex has a Wordstat word selection tool.
Serpstat has a convenient and functional keyword analysis tool:
You can use various keyword suggestion tools, but the basic idea is that at the initial stage, you will need to try to collect the maximum number of the most relevant keywords and expressions.
If you already have an active site, then most likely you are already receiving some traffic from search engines. The Yandex Webmaster Tool can also provide hints when working with requests:
or track the statistics of search queries on the site in the appropriate section:
Query statistics can also be tracked in the Google Search Console:
For extended collection of semantics, not only for high-frequency queries, but also for mid- and low-frequency queries, Key Collector is perfect. In addition to collecting keywords, you can safely use this program for clustering.
After you understand who your potential customers are, what they are looking for and how they enter a request; Having analyzed the keywords that bring traffic to competitors and studied the queries that attract traffic, you need to determine by what criteria your site can rank and where to focus your SEO efforts.
- By Artur Dent