Keyword Research: In Search of Online Success

 Understanding Search Terms 

Search Terms or keywords are phrases or even single words that visitors use to discover relevant sites or information on the Internet. Some of the searches are carried out using long phrases hence this should never be neglected. When a user enters a browser's search box he or she types a word or a phrase according to intent to find relevant information presented by a blog, website, knowledge panel, and more. 

The SERP or search engine result pages that open up in our browsers are now inundated with diverse sources of information, and not only the 10 site links as in the past. Hence when we are doing keyword research we must consider all sources of information to discover words and phrases to focus on in our sites, blogs, and optimization campaigns.

Making a Keyword List

Marked keywords are well documented and stored in a list in the excel sheet after a careful analysis. In the case of a website, the terms should be listed according to the landing pages so that proper distribution takes place during the creation of content, title, and meta. This distributed list also becomes handy when creating anchors during off-page optimization. Hence acquisition is a vital exercise and should be subject to regular management and updates. 

The research begins at the whiteboard stage when the concept or the topic becomes clear. Initial searches are based upon the seed keywords that define the topic core.  From here on expansion of the list should take place on regular basis.

Though an SEO collects lots of meaningful terms using the tools and competitor analysis, the acquisition is a time-bound exercise. Since the search term profiles are always changing depending on the trend and the addition of in-depth information layers on sites and blogs etc. 

Term Discover - A Common  Sense Approach

Using the seed keyword and understanding of the topic, the first instance of discovery is using common sense.

What users are going to type for a particular intent? 

This comes naturally as begin to figure out the terms in relation to the topic and the intent. A substantial number of terms can be collected to add to the list. But wait, to collect in this manner needs refinement by collating with acquisition done using the other means.

Using Keyword Discover Tools 

All SEO service providers are familiar with discovery tools and use them often for the acquisition and refinement of their list and priorities. Unfortunately, most of the tools are paid, and some are prohibitively expensive for SEO entrants and professionals alike.  

So what do you do? 

Well, almost all the tools offer insights and a list of terms on a limited basis for free. You can use a number of tools to add meaningful words and phrases to your list and at the same time get familiar with them.

Some tools offer analysis of terms based on monthly or annual searches and this insight is vital for prioritizing words and phrases based on popularity. But remember in spite of the search volume you should focus on terms most suited for your content. Hence narrow down to optimize the list based on the contents in the body not solely on the search volume. If you shape your content to focus on highly searched high volume primary keywords the intent may change misleading the visitors.

Is this what your site or blog is meant to deliver? 

Question yourself to clarify.   

Thus in order to choose keywords, go back to the whiteboard stage and realign with the offerings. For keyword research an SEO professional should be well aligned with the topic and the intent, there is no room for confusion. 

Some of the popular discovery tools are:

• Google Keyword Planner
• Ahref
• Semrush
• Niel Patel
• KWFinder
• Growth Bar
• Keyword Tool
• Majestic 

The output of all popular tools is nearly the same, hence, when going in for a paid subscription remember to check all site audit features that come along with the package.

Google Trends Website

This trend analysis website offers search figures across various regions. The website offers a graphic representation of the comparison of various terms and also the search volume. Google now updates this vital source for keyword optimization on regular basis. Refining terms are vital, and if you collate analysis using various sources you will be better informed. 

Remember a winning SEO Campaign depends much on how skillfully various relevant terms are used on the page and off the page. Not only the contemporary trends and insights, but Google Trends is also vital for understanding customer behavior pertaining to various subjects and topics. This will help shape the customer journey to align with your goal conversions. This tool also helps discover the market size and provides relevant economic indicators for example as an additional source of information. There are many subsets as search for websites available for the users.

Competitor Analysis & Search Encounters 

Keyword Acquisition is not an overnight exercise. Webmasters should be vigilant of the terms present anywhere that describe their content niche or special offerings better and at the same time reduces competition from competitors according to stiff competition on the SERPs. These encounters happen over a period of time when you are searching for diverse platforms for link building or seeking more information about the topic for content creation. 

Competitor study offers many insight fruits as you move over the websites, off-page contents, articles, blogs, and reviews. When you are conducting a competitive analysis you also look over all the SEO audit elements including the search terms.  Discover terms during these encounters and insights are time bound but add to your kitty and understanding of the subject matter in depth.  

Thus, search engine optimizers should take all relevant matters on the Net seriously, and you should care to go over them with attention. 

Semantics & Keyword Percentage

Semantics are words and phrases that are different from the main keywords but yet deliver relevant message/information to search engines for indexing and ranking and also to increase readability. The relationship between semantic words and phrases helps tremendously in explaining to search engines what the content is all about.    

For any content not to be called spam the keyword percentage should not be more than 5 %. This is vital to be in the good books of the search engine filters and robots. All the exercises above will help you in writing better both for the search engines as well as the visitors to your content.  

Read More on Keyword Research

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Uday provides a search engine optimization service for digital marketing. He provides website content and content for authoritative links. He also works as SEO Content Writer for digital companies on a remote WFH basis.

He also teaches digital marketing in his home town Jabalpur. He can be contacted at: 

pateluday90@hotmail.com

09755089323          

Google Analytic Features - Acquisition

Google analytic is a web tracking system with interesting features that offer analysis and inference regarding the  traffic that the website accrues. Recently like always updated features have allowed users to come to better conclusions as to how their sites get traffic and what steps should be taken to further the efforts. 

Web tracking systems are useful for website owners for achieving a more focused approach towards online marketing using the insights so derived. The metrics keep on changing for better data assimilation of the demographics. Some of the feature heads or reports are as follows:

Setting Up Goal: Already discussed in previous entry.

Acquisition: This feature comprises of  sub divisions in order to get respective data. 

• Overview - ABC Metric 
• Channels
• All Traffic
• Referrals
• Campaigns
• Keywords
• Cost Analysis
• AdWords
• Social 
• Search Engine Optimization.

ABC: Acquisition Behaviour Conversion Cycle overview informs how you accrue traffic and from where, how the users behave once on your site and who eventually converts. 

Channels enlighten you about the route the users have taken to land on your site. These routes could be referral, direct, organic search from the SERPs, direct, Adwords, other paid search, messaging or from social media.  

All Traffic is important since it helps evaluate the primary source of traffic. This subsection settings deliver the report of the biggest traffic sources, Visit details, New user arrivals by percentage and total number. You also get to know the bounce rate which informs you the time spent by the user on the site and the average of durations, then visit per page or pages and your conversion goals for each source. These same statistics are shown in All Referrals section minus the arrival from organic and direct sources.  

Campaigns the reports here provide an account of traffic obtained and information through other metrics by paid search campaigns like Google Adwords. 

Keywords information on keywords used for organic search is minimal. But more elaborate information can be obtained regrading keyword employed in Adword campaign.   

Cost Analysis is in beta stage and will be used to deliver data on paid campaigns.   

Adwords the reports offer enhanced data on Adword Campaign regarding the bids, destination URLs, keywords, placement etc. It is necessary that you connect Adwords with Google analytic to avail the data.

Social this metric is to gauge performance of your social media activities.

The Google analytic code is implemented in all pages in the head section.
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Uday teaches Internet Marketing in Jabalpur in India. He provides Seo Service and Website Contents to his clients. He could be contacted at:
My Email
pateluday90@hotmail.com
Mob: 9755089323