Keyword research: mastering google search engine optimization
I'm going to be straight with you. Carrying out a keyword study that's relevant to your Google referencing is often a real headache for SME managers and entrepreneurs. You're here because you want to understand how to identify the terms that will attract qualified traffic to your site, without getting lost in the complexity of the tools. This article will guide you step-by-step through this crucial phase of your SEO strategy, showing you how to prioritize quality over quantity and target the keywords that will actually generate conversions.
In this article, you'll discover the different steps I use to carry out a complete keyword study to optimize your Google referencing.
Introduction
Keyword research is the first step in any SEO project.
It will identify the keywords searched for by Internet users with the least possible competition.
You have to think in terms of quality, not quantity.
In fact, it's no good positioning yourself on terms that are too general and won't be relevant, nor will they generate conversions for your website.
It's best to focus on long-tail keywords, where search volume is low, but commercial intent is high.
These are generally expressions made up of 2 or 3 words at most, which are very precise about the user's search intention.
There are a number of tools to help you achieve this SEO audit to analyze and find the right keywords.
In your SEO strategy on Google, you can use 3 criteria:
- The volume of traffic generated by this keyword on your website.
The keyword must generate a minimum of 500 searches/month to bring you a minimum amount of targeted traffic on the first page. - The quality of the traffic generated by this keyword. It's best to position yourself on text that's as specific as possible to your products/services, so that visitors leave your website. This also gives a signal to Google's algorithm.
- The commercial intent that the keyword generates, i.e. whether the keyword is associated with a term where there is an intent to buy, such as «buy + keyword», «store + keyword».
Webmasters write page content with words that come to mind, without thinking that each word used will be important for generate traffic qualified.
Competitive analysis
The first step in choosing the right keywords is to analyze the competitors who are already in your field and who are ranking on your queries.
2 SEO tools (available free of charge) can help you analyze your competition:
Yooda insight
Semrush competitive map
The long tail is made up of little-used words which, due to their low use by Internet users, will be less competitive and easier to position in search engines.
The longer the expression used by the surfer, the more likely it is to convert the prospect into a customer.
To find these keywords, you can use tools such as Semrush and https://kwfinder.com.
It's best to position yourself on key phrases such as «Achat puzzle chat» or «longue traine», which will be more targeted than the keyword «Puzzle».
Examples of commercial keywords below. You can download the list of words to target and integrate into your web pages by clicking here.
- How to get rid of (problem)
- Comparative (product name / type)
- Compare (product name / type)
Free/paid keyword research tools
Free keyword research tools
Google keywords planner, formerly known as Google keyword generator, gives you precise weighted average search volume over the last 12 months.
This tool for optimizing Google adwords (SEM) campaigns is very useful when using SEO.
Ubersuggest
This tool enables you to quickly see the search volume for a keyword, as well as its CPC on Google Adwords.
Ubersuggest
Answerthepublic
It's different from other tools in that it won't give you the search volume for each keyword, but will allow you to retrieve the questions that Internet users are asking in your environment.
Paid keyword research tools
Semrush
This comprehensive paid tool (free for up to 10 queries/day) enables you to carry out in-depth research into the expressions to be targeted in your web pages.
Semrush is used by many SEO professionals.
This semantic tool allows you to identify the lexical fields used by Internet users with search volumes in order to build your site's tree structure in the same way.
Since 2003, Semrush has been measuring the evolution of any website's traffic, based on volume and positions in search results.
Kwfinder
This tool allows you to analyze keyword volume and competition for first-page ranking (keyword difficulty).
Seasonality of a theme
The disadvantage of these tools is that they do not measure the evolution of search interest over time.
To measure the seasonality of a query, you can use Google trends, which has been measuring the evolution of searches since 2004.
Research comparison seo agency / freelance SEO
Semantics
The easiest way to multiply your entry points is to use synonyms to improve your positioning on numerous key expressions.
LSI graph can help you find semantic keywords in relation to a targeted expression, giving you the steps to follow and the right words to use to optimize your lexical field.
With these tools, you'll be able to define a list of strategic keywords or expressions on which you want to position yourself.
The evolution of search algorithms now favors precise search intentions, making the identification of long-tail queries essential for capturing qualified traffic. Integrating semantic data and analysis of users' frequently asked questions significantly enriches your keyword research for a more effective SEO strategy.
A keyword research is an essential component of a comprehensive SEO analysis to target the right queries.
For effective keyword research, use the best SEO plugin on WordPress can be of great help.
Well-conducted keyword research is the cornerstone of any successful SEO training to improve your visibility.
Keyword research is fundamental to determining the right price of an SEO article and ensure that it meets the expectations of Internet users.
A well-conducted keyword study is essential to estimate the right price for a high-performance SEO article.
In-depth keyword research is the basis for determining the right price of an SEO article and guarantee high-performance content.
Learning to carry out a keyword study is a fundamental skill taught in programs such as the SEO training Romain Pirotte.
Frequently asked questions about keyword research
Why is keyword research crucial for my site?
Keyword research is the foundation of any effective SEO strategy. It enables you to understand what your audience is really searching for on Google, identify qualified traffic opportunities and create content that precisely meets their needs. Without it, you run the risk of targeting irrelevant or overly competitive terms, wasting your SEO efforts. This is the starting point for attracting the right people to your site.
How do I choose the right tools for keyword analysis?
The choice of tools depends on your budget and your needs. Tools like Yooda Insight and Semrush (even the free versions) are excellent starting points for competitive analysis and keyword research. They help you discover the terms used by your competitors and identify long-tail opportunities. The important thing is not to drown in data, but to know how to interpret key metrics such as search volume and difficulty.
What is the long tail and why is it important?
The long tail refers to more specific search expressions, often composed of several words, with a lower individual search volume but a very strong commercial or informational intent. For example, «SEO agency specialized in e-commerce Paris» is a long-tail keyword. These terms are less competitive and can generate highly qualified traffic, as the surfer knows precisely what he's looking for. By accumulating several long-tail keywords, you can capture a significant volume of highly relevant traffic.
How does search intent influence keyword choice?
Search intent is paramount. A keyword can be informational (the user is looking to learn, e.g. «how to do keyword research»), commercial (he's comparing products, e.g. «best SEO tool»), or transactional (he's ready to buy, e.g. «buy SEO training»). Understanding this intent enables you to create the right content and attract visitors at the right stage of their journey. Targeting keywords with strong commercial intent is essential for generating conversions.
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