SEO (Search Engine Optimization) represents a set of criteria to be respected so that your target customer can find you more easily on search engines. Choosing the right keywords is not a matter of chance and should not be neglected in your digital marketing strategy. SEO should be considered as a foundation if your goal is to monetize your website.
Here’s the logic. You offer a service or a product. To generate traffic on your website, you need to be visible. To do so, you make a case for your benefits and you enhance them. But how? By choosing the right keywords.
The Moneytizer proposes to go over the methodology to choose the right keywords in detail.
Indeed, they will be absolutely essential to feed the appetite of search engines, especially Google and obtain the oh-so desired first page position. What’s the goal? Acquire enough traffic to build a qualified audience.
You should keep in mind that content creation makes no sense if you don’t know your buyer personas.
It is a semi-fictional representation of your ideal customer based on socio-demographic, psychological and cultural criteria. Identifying them will enable to get a better understanding of their behaviors:
· What are their needs?
· What are their problematics?
· How can you help them?
· How do they make their decisions?
· Are they influenced by internal or external elements of their environment to take action?
This list of questions isn’t exhaustive.
A little tip: Trying to make yours the language of your ideal customer will allow you to apply a mimicry effect to create a feeling of proximity and personalization to your content.
It’s pretty logical when you think about it. Would you prefer a content by which you feel concerned or a generic one?
Start by defining your objectives
Before determining a list of keywords that’s likely to help you perform on search engines, you have to define your objectives.
Indeed, wanting to move forward is great but determining the direction in which you want to position yourself will enable you to set up short, medium and long term steps to see your progress.
· Have you thought about the message that you wish to convey?
· Have you defined your value proposition?
· Which contents do you want to focus on?
· Do you have a competitive advantage?
This way, you’ll be able to define your objectives and insert your selected keywords in a conversion funnel logic.
Once you have done that, take an interest in your competitors to get a better understanding of your ecosystem. The idea is to analyze how they communicate and what information they put forward.
Who is your target customer?
Alright, you are moving forward in defining your keywords but whom do you want to share your content with?
In the introduction, we talked about the importance of knowing the profile of your ideal target customer. To complete this, you can add those questions before starting your keywords research:
· Which audience do you want to communicate with?
· Who are the visitors of your website?
· Which target do you want to focus on?
From those questions and the following elements, you will be able to do better targeting.
What is/ What are: the family situation, the age, the needs, the occupation, the passions, the desires, the dreams, the weaknesses, the fears, the schedule, the path, the social networks and websites visited, the internet habits.
Another element to take into account is the language used by your target to search for you. When you work in a certain field, you always tend to think that the vocabulary you use is the same one as your visitors but not necessarily.
A little tip: Read the reviews and comments on forums or social networks to see the words they use. You’ll be more likely to understand the way they establish their online requests. This way, the choice of the right keywords will depend on those used in your field as well as the ones used by your visitors on search engines.
You have fabulous tools to find your keywords
Now is the time to get specific with your keywords.
The previous elements have enabled you to work on your positioning and understanding of your target audience. It’s now time to discover which opportunities you have to create qualitative content.
Ubersuggest is a keyword generation tool that allows you to define the most relevant keywords for your SEO strategy.
This is an essential step to improve the positioning of your content on search engines.
The tool suggests key words and expressions based on the semantics of the field in which you operate. For instance, for the home appliances field, you can get ‘cheap home appliances, reconditioned, kitchen,…’.
A little tip: Focus on a SEO difficulty that is green, which doesn’t have a score that’s too low (between 30 and 45) and for which the volume is interesting enough (between 100 and 3000).
AnswerThePublic is a great tool on which you can base yourself to consult all the requests associated with your keywords.
This tool offers the possibility to consult the questions asked around the selected keyword, the prepositions associated with a question asked such as ‘home appliances what to choose, home appliances when you move in’, questions in form of comparisons, subjects related to your keywords or even the list of the alphabet associated with your keyword to get more ideas (for example, the H for Home appliances).
A little tip: The most frequently asked questions are the ones with a dark green circle.
Keywordtool.io is a complementary tool to Ubersuggest to find more keywords ideas. Unfortunately, its free version won’t allow you to access the statistics but the interesting thing about this tool is to position yourself on long tail keywords.
The long tail principle is to choose keywords that will attract less visitors but whose accumulation can represent a significant part of the traffic generated on your website. Less used keywords are less competitive (do you remember the SEO difficulty of Ubersuggest?) but easier to insert in your content to optimize your position in search engines.
You’ll be more likely to rank higher with long tail keywords. For instance: ‘Which home appliance for elderly people in New York?’
There may be more words but less competition so it is a real opportunity to position yourself on the first page more easily.
How could we miss out on Google’s keyword planning tool?
Thanks to this one, you can fill in several keywords or the url of a competitor’s website to observe the average number of requests per month, the level of keyword competition and their CPC.
Other questions, search engines’ bar and associated searches for keywords
If you still can’t get enough of searching for keywords, you can use those additional tools:
- The ‘also asked’: They are located on the first page of search engines, below the 4 first results and they are the most frequently searched requests by internet users.
- The search engines’ bar: It’s a little tip that you probably already know. When you start to type a request in the search engines’ bar, it fills in associated words.
- The associated searches: You will find them at the bottom of the search engines’ first page. Those expressions are indicated by Google.
Now, you have the right methods to enhance your SEO. Keep in mind that it takes time. It is a very powerful tool but it requires consistency and patience. Do not worry if you don’t rank on the first page in a few days. Your efforts will pay off.