The ability to choose the right keywords for a website is an art and a science at the same time, requiring a deep understanding of your business, target audience and the principles of how search algorithms work.
In this step-by-step guide, we’ll look at how to choose keywords for your website for Google Search to maximize your chances of ranking high in search results and attracting quality organic traffic. Whether you’re starting from scratch or looking to improve your existing SEO strategy, our tips will help you come up with SEO keywords that really work.
Development of the semantic core of the site is one of the services of our agency, so if you want to entrust the selection of keys to people with experience, then leave your application or call us yourself.
What are keywords?
Keywords, or simply keywords, are words and phrases that users type into the search bar when looking for information, goods, or services on the Internet. These are the words that describe your site (its semantics). From an SEO point of view, keywords are the foundation of a site’s search engine optimization strategy. These are the same words that will get you found on Google if you choose and use them correctly.
Why it is useful to highlight keywords
- Correctly selected keywords help Google understand the context of your site and display it in relevant search queries.
- When you use the same words and phrases as your audience, you are more likely to attract the exact visitors who are interested in your products or services.
- Relevant keywords attract higher quality traffic, which can lead to higher conversions.
- Keyword analysis helps you better understand what exactly your potential customers are searching for and what their problems are.
- Keywords help organize content on the site, making it more logical and user-friendly.
- A list of relevant keywords can be a source of ideas for new articles, products or services.
- Regular analysis of keywords allows you to monitor changes in the interests of the audience and respond promptly to them.
- Correct selection of keywords and query clustering helps to focus efforts on the most effective areas, saving time and money.
Professional website promotion is impossible without semantic analysis, and we, as an experienced team, know this for sure. Leave a request on the website if you want our SEO agency to help you with quality promotion.
Types and types of search queries
Keywords can be divided into several types.
By length:
- Short - consist of 1-2 words, mostly have high frequency and competition. For example, "sneakers" or "buy a phone".
- Medium - contain 3-4 words, more specific. Example: "buy Nike sneakers" or "iPhone repair in Ankara".
- Long-tail — consist of 5 or more words, are very specific and have low competition. For example, "buy white Nike Air Max 90 sneakers size 42". Also, long-tail keywords come up a lot when it comes to voice search - read about it in one of our previous articles.
By intent:
- Informational - users are looking for information. Example: "how to run properly."
- Navigational — searching for a specific site or page. For example, "entrance to the personal account of Bank".
- Transactional - the intention to make a purchase or action. Example: "order pizza with delivery".
By geography:
- Geo-dependent — tied to a specific location (for example, "pizzeria in Ankara")
- Geoindependent - not tied to location (eg "how to make a pizza")
It is also important to understand the differences in the frequency of search queries. Frequency is the number of times users search for a particular keyword in a given period of time (usually a month). There are high-, medium- and low-frequency keys. At the same time, we note that specific numbers may vary depending on the niche and region.
What is considered high frequency in one area may be medium frequency in another. It should also be understood that SEO promotion of a new site can be complicated by highly competitive keywords, so you will have to find a compromise to achieve top positions, for example, pay attention to low-frequency keywords.
How to choose keywords: step-by-step instructions
Now that we’ve covered the basics, let’s go through the step-by-step process of choosing keywords for your site.
Define goals and objectives
Before choosing keywords for your article or commercial pages, it is important to clearly define your goals. Ask yourself:
- What do you want to achieve with SEO?
- What actions should visitors take on your site?
- Which pages are most important for promotion?
The answers to these questions will help you focus on the most relevant keywords.
Conduct an analysis of the target audience
To choose keywords for website promotion that really work, you need to know your audience well. Here are some steps:
- Create portraits of your target audience
- Explore their needs and concerns
- Analyze how they search for solutions (what words and phrases they use)
- Consider the different stages of their buying journey
Make a list of general topics
Start by making a list of common topics related to your business. For example, if you have an online electronics store, your topics might include:
- Smartphones
- Laptops
- Tablets
- Smart watches
- Accessories for gadgets
This list will become the basis for further selection of specific keywords. During selection, focus on different variants of the name of goods or services. For example, “smartphone” and “telephone” today refer to the same gadget. A diverse list of common themes will help you collect many different keys.
Use keyword research tools
Now it’s time to use special tools to collect keywords for Google. Here are some popular options:
- Google Keyword Planner. A free tool from Google that shows search volume and competition.
- Ahrefs Keywords Explorer. A paid tool with a large database of keywords.
- SEMrush. Offers comprehensive solutions for keyword and competitor analysis.
- SeRanking. Also offers several tools for analysis, including a tool for collecting semantics.
- Ubersuggest: Free basic keyword research tool.
Group your keywords into thematic groups
After you have collected a large list of relevant keywords, it is important to organize them into thematic groups. This will help you:
- Structure content on the site
- Define topics for individual pages
- Identify gaps in your current content
For example, for the topic “Smartphones” you can have groups:
- Brands (Apple, Samsung, Xiaomi)
- Price categories (budget, flagships)
- Characteristics (camera, battery, processor)
Evaluate frequency and competition for keywords
Now that you have a structured list of keywords, it’s time to evaluate their potential. Pay attention to:
- Frequency - how many times per month people search for that word or phrase.
- Competition - how difficult it will be to get to the top for this request.
- Relevance - how much the request corresponds to your content and goals.
The ideal keywords for which you will be found in the TOP 10 or even TOP 3 are keywords that have a good balance between frequency and competition, while remaining as relevant as possible to your site.
Select relevant long-tail queries
Long-tail queries are long, specific phrases that usually have less competition. They are important because:
- Reflect more specific user intent
- Allows you to more easily rank in the TOP of search engines
- Often have a higher conversion rate
For example, instead of “buy a smartphone” use “buy a Samsung Galaxy S21 Ultra smartphone in Ankara”. Keyword tools usually offer long-tail query options based on your main keywords.
Analyze competitors' keywords
Analyzing competitors’ sites is an important step in the process of selecting keywords. Here’s how you can collect your competitors’ keywords:
- Identify your main online competitors
- Find keywords they're ranking for but you're not
- Evaluate which of these keywords might be useful for your site
Remember that the goal is not to simply copy the strategy of competitors, but to find new opportunities and ideas for your own SEO.
Form a semantic core
The semantic core is a complete set of keywords relevant to your site. It includes:
- Main keywords
- Long-tail requests
- Synonyms and phrases close in meaning
- Thematically related words
To form an effective semantic core:
- Combine all collected keywords
- Remove duplicates and irrelevant queries
- Group words by topic and user intent
- Distribute keywords across the pages of your site
A well-structured semantic core will become the basis of your content strategy and SEO optimization.
Use keywords in site content
Now that you have a list of relevant keywords, it’s time to use them on your site. Here are some tips:
- Use keywords on the site naturally, do not overload the text
- Place keywords in important places: (In headings (H1, H2, H3), In the first paragraph of the text, In the URL of the page, In the meta tags (title and description), In alternative texts of images)
- Use synonyms and related words to improve context
- Create quality, informative content around keywords
Remember that Google values ​​the quality and relevance of content more than the mere presence of keywords.
Track keyword performance
Keyword selection is not a one-time activity, but an ongoing process. It is important to regularly monitor the effectiveness of the selected words:
- Track positions in search results with the help of special tools, for example, SeRanking
- Analyze conversions and traffic on the pages of your site
- Update and optimize your keyword list based on the data you receive
Regular analysis will help you understand which keywords are performing best and adjust your SEO strategy accordingly.
Services for the selection of keywords
So, what service can you use to collect keywords? Many options are available for professionals and site owners today. Let’s take a look at some of the most popular.
Google Keyword Planner
Google Keyword Planner is a free tool from Google that was originally created for setting up ad campaigns, but is also great for SEO. With the help of Keyword Planner, you will be able to collect semantics for your site without having to connect to third-party tools.
Ahrefs Keywords Explorer
Ahrefs is one of the most powerful paid SEO tools out there. With its help, you can, in particular, collect keywords for search engines Google, Bing, Yahooo and others.
SEMrush
SEMrush is a comprehensive online marketing platform that includes powerful keyword tools.
Conclusions
Keyword selection is a fundamental process in SEO optimization that requires time, analysis, and continuous improvement. Here are the key points to remember:
- Start by understanding your audience and business goals. This will help you choose keywords to promote your site that will actually bring in targeted visitors.
- Use a variety of keyword research tools. Each service has its strengths, and a combination of several tools will give you the most complete picture.
- Don't limit yourself to high-frequency queries. Long-tail keywords can bring more targeted traffic and often have less competition.
- Analyze your competitors to find new opportunities and keyword ideas.
- Group keywords by topic and user intent. This will help you structure the content on your site and cover the entire customer journey.
- Regularly monitor the performance of selected keywords and adjust your strategy based on the data received.
- Remember that quality, relevant content is always more important than simply having keywords on the page.
- Be patient. SEO is a marathon, not a sprint. The results may not appear immediately, but the right keywords will bring stable organic traffic in the long run.
- Don't forget about local SEO if your business is focused on a specific geographic region.
- Follow Google algorithm trends and updates to keep your keyword strategy relevant.
Remember that keyword selection is not a one-time activity, but an ongoing process. Regularly review and update your semantic core to stay relevant to your audience and competitive in search results.
Using these strategies and tools, you will be able to effectively choose keywords for your site for Google, which will help you attract more targeted traffic and improve your site’s position in search results.
Successful SEO optimization is a combination of well-chosen keywords, quality content and technical site optimization.
By paying proper attention to each of these aspects, you will be able to achieve sustainable growth in organic traffic and improve your search engine rankings.
