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.
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
- Keyword A: 17% of 100 = 17 visits
- Keyword B: 3% of 10,000 = 300 visits
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
Google tries to bring search results into the realm of natural conversation, but a huge component of its intelligence is driven by machine learning and semantic search algorithms. To recognize the search intent of a user, Google also analyzes the textual context in which the search phrase is inserted. By linking intent and context, Google is able to understand different user queries, providing the best possible search experience, much closer to the natural language used by humans to communicate.
Qualitative 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.
Use of tools
We use specific tools for the quantitative and qualitative analysis of keywords. Starting from those of the Google ADS suite to those of third parties and passing through the SEO Tools such as Search Console.
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.
Quantitative analysis
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
Competitiveness analysis
It allows you to understand which are the keywords on which to aim for important positioning in relation to the budget, objectives and time available in the SEO project
Localization
Translating the chosen keywords into the other languages covered by the campaign requires localization skills that only specialized agencies such as our partners can provide. We are not satisfied with locating keywords, but also content and any sections of the site that may be strategic for the success of the campaign.