Keyword analysis is used both for SEO to optimize the TAGs and content posted on the site pages, and for SEM to invest better with Google AdWords by purchasing conversion-oriented keywords.
The analysis activity is used to identify the best keywords to rank on Google in the free results, i.e. keywords with high potential traffic and low SEO competition.
To study search habits, dedicated SEO tools are used that quantify the degree of online competition and the volumes of searches that users perform on Google for each term.
Once the best keywords have been identified, the most important SEO TAGs and the texts of pages and articles can be optimized. With using SEO copywriting and LSI (Latent Semantic Indexing) techniques it is possible to improve the positioning of each page of the site.
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We analyze with the customer’s target market and the specificities of company and its products / services, competitors, as well as the objectives of the campaign.
The target audience, identifying a first list of concepts and generic words on which to do the work of in-depth analysis.
Choose The Best Keywords
The selection of the best keywords with which to optimize a particular web page is very important. An incorrect choice of the set of primary and correlated keywords can strongly affect the visibility on search engines.
For this reason, it is essential to analyze and choose only those words that allow a good ranking in Google while also generating good organic traffic.
A web page before being read by a user must be found, interpreted and indexed by Google. A page that Google doesn’t understand doesn’t rank high.
I often get clients with websites with service pages that aren’t clear and focus on keywords that don’t have good traffic volume. These pages consequently do not receive much organic traffic even if they rank in the top positions on Google.
In these cases, more advantages can be obtained by choosing more competitive search keys even at the expense of the first position.
Let’s see an example …
Keyword A: 100 monthly searches, position in Google: 1
Keyword B: 10,000 monthly searches, position in Google: 5
According to recent studies, on average the top organic position on Google receives 17% to 30% of the total traffic generated by that search.
For the fifth position we estimate a visibility of about 3% of the volume.
We calculate the potential clicks of the two keywords …
Keyword A: 17% of 100 = 17 visits
Keyword B: 3% of 10,000 = 300 visits
In this example, keyword B would lead to many more organic visits to the website than keyword A, although the average Google ranking is lower!
Without keyword analysis this data would be impossible to estimate. Building a site and SEO optimization without knowing if the keywords used are actually the best ones is a mistake that can be very expensive.
The choice of keywords is a crucial phase in SEO to obtain productive positioning, which allows us to be found by possible users of our customers with the keywords they actually use to search for information about our products or services.
All the firm’s activities aimed at creating effective promotional campaigns for positioning in search engines start, first and foremost, from detecting the most useful and effective keywords (or rather, key phrases) of the site to be promoted.
Stages For The Choice Of Keywords
Analysis with the customer
We analyze with the customer’s target market and the specificities of company and its products / services, competitors, as well as the objectives of the campaign and the target audience, identifying a first list of concepts and generic words on which to do the work of in-depth analysis.
Research intent analysis
Through analysis (logic, surfing, congruity with the campaign objectives) we eliminate the keywords not in target with the reality of the site to be promoted. If the company promote deals with “traditional” marketing and for no reason or reason of web marketing, we will eliminate the words such as: internet marketing, web marketing, email marketing, online marketing, search engine marketing. Unless you want to use it to capture eligible customers interested in marketing by offering them particular contents for the promotion of our reality.
Simulate the user
We use our expertise to detect which useful terms the prospective customer could use to search for the websites being analyzed. We remind you that searches are normally carried out with phrases composed of multiple terms, so it is necessary to dwell on search phrases that give adequate results following the search in the engine.
We use tools made available by the same search engines that indicate, starting from generic words, which are the key phrases most used in association with that word, or detect other typical search phrases used by users in relation to the concept expressed by the keyword.
Niche and long tail analysis
We screen keywords on niche topics to reach highly targeted users and many likely to take objective actions