We describe the elements that can determine the efficiency of a keyword and some platforms to support the research and monitoring of the chosen words.
Performing keyword analysis allows us to observe how users find us in search engines and, by understanding this information, we can generate strategies to position ourselves at the top of those results.
These types of processes are considered continuous improvement, since like users, keywords also evolve, their search volume can vary from one month to another, as well as a keyword can lose relevance for users.
The first step to determine our keywords is to generate a list of keywords that are related to the service or product, to start the search engine optimization. These words must be relevant to the public we are addressing, since we increase the probability that they will choose us over the competition.
To find out what the customer is looking for, you need to do research to get a good search engine results (SERP) ranking and work on the content of the site.
However, it is necessary to avoid making mistakes such as investigating only once and defining the SEO strategy based on that result, not updating the list of keywords, using very popular keywords or focusing efforts on positioning sites with complex keywords. All those actions will affect the success of any SEO strategy.
To avoid this, research must be carried out on keywords on a recurring basis and to measure their evolution, to know how the market behaves, what words the competition uses to position themselves and how we can optimize the results to attract traffic. To the place.
To determine keywords, you need to consider three factors: search volume, relevance, and competition:
- Search volume: When selecting a keyword, considering the number of searches for a certain word will allow us to observe whether or not there is an audience for said term.
- Relevance: The web market is wide and offers endless sites, so when choosing the term with which you want to position yourself, it must be relevant and of great quality for the user and the company. That is, if a generic word is used, it will not be possible to reach potential clients easily, therefore it will appear in searches that are not related to the service offered and a low click rate will be obtained.
- Competition: When choosing the keyword, its relative difficulty must be understood, such as the probability of search rank, in order to estimate the time and costs to position the keyword.
When researching the characteristics of keywords, there are some tools that can help you in the process. The ones we recommend are:
Free Google application that allows you to know the trends in search terms. By means of graphs, it shows, proportionally, the number of searches, identifying patterns and variations over time or its trend according to geographical area.
This tool is ideal for knowing what is within a category, new trends and what is most demanded by users in terms of information.
Although this type of analysis is not activated by default, it is possible to activate it at the profile level to use search visits as a segmentation parameter. To access this type of information, the site must have an internal search engine, have the Analytics tracking code installed, and have appropriate search settings.
This section of Google Analytics allows us to optimize the information that is collected in the internal search of the site, collecting exactly the terms of the users in the search box.
As we explained in another article , this free tool makes it possible to find new keywords, contributing to search volume.
The result delivered by the keyword planner is a list of new keywords, with search volume, competition and suggested bid. In addition, you can perform a concatenation of words and build combinations quickly and efficiently.
This paid tool is good for competitive research because it provides the keywords of the competition in order to find opportunities. Make a comparison at the domain level, keywords and most representative positions in search engines (organic and paid).
In addition, it provides a suggestion of matching phrases and/or related keywords, delivering a complete report at the level of traffic, organic keywords, ads, competitors and potential competitors.
Rank Tracker is a Pro Moz paid add-on , which allows you to see the status of the keywords that are of interest to the site in order to know what position the platform is in and its variation over a period of time.
Meanwhile, the Keyword difficulty and SERP analysis considers the difficulty that a keyword has to position itself in the search engine, giving a percentage to know how difficult it will be to achieve the desired result.
With this platform we can evaluate the competition of a keyword, providing value in terms of difficulty of said word, it also informs how difficult it is to appear in the first places of the search engine, in order to indicate if it is convenient to focus on said word. It has free and paid versions .
If you need other types of software to carry out keyword research and search, you can use platforms such as:
- Keyword Tools
- Raven Tools
- Advanced Web Ranking
Once the research and identification of keywords has finished, it is time to generate the strategy. This work must be in charge of the digital marketing area, since the behavior of the keywords will have to be analyzed month by month, to review the positions of the group of keywords and focus the work on those that present the best performance.
Choosing a keyword wrong will directly affect the site's traffic, in addition to placing it in an unwanted position, so professional guidance will always be an advantage to implement SEO or SEM campaigns. If you need to start an SEO optimization process,.