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Understanding Keywords And Keyword Intent

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Before we go any further, let’s recap some key terms:

1. Keywords are words and phrases that describe what your content is about and what people are searching for

2. Keyword research is about finding those terms so you can use them properly in content optimization and SEO in general.

Why Do Keyword Research?

Keyword research can:

1. Help you identify topics your target audience is looking for

2. Understand what people really want when they enter particular search terms

3. Show you the terms competitors are targeting so you can beat the competition

4. Help you streamline and target all marketing activities

We’ll talk more about how to use the keywords you find in a later section, but for now we’ll focus on the research process itself.

Before we do, let’s look at some different ways of thinking about keywords.

As we’ve said, it’s useful to think about what searchers intend to find when they enter a particular word or phrase. That’s called keyword intent, which is like the search intent mentioned earlier. For Digital Marketing Services Check Vivid Digital  

Understanding Keyword Intent

There are four ways to categorize search intent:

1. Navigational –

when trying to find a particular site

2. Informational –

when searching for the answer to a question

3. Investigational –

pre-purchase searches

4. Transactional –

when searchers actually want to buy

Ideally, you’ll optimize your content for all those types of searches. Learn more about content optimization for SEO here.

Types Of Keywords

Here’s another way to think about keywords. You can describe them as head, body and long tail keywords:

1. Head keywords are generally no more than 1 or 2 words, with a high search volume.

2. Body keywords are usually 2 to 3 word phrases with a medium search volume.

3. Long tail keywords are phrases of four or more words with a low search volume. Most web traffic comes from long tail keywords.

Other ways to describe these keyword types include head, modifier and tail keywords or short, medium and long tail keywords.Google also has its own way of segmenting search queries, as Moz explains:

Their search evaluation quality guidelines list four types of searches:

1. Know (finding information) or Know Simple (finding specific answers)

2. Do (performing an action), including Device Action (like installing a mobile app after a search)

3. Website (finding and visiting a site)

4. Visit-in-Person (taking physical action based on search results, like going to a restaurant)

LSI Keywords

Two more terms people use for keywords are LSI keywords or semantic keywords. LSI stands for latent semantic indexing, which is a kind of smart word association search engines use to figure out what to show searchers. This can help search engines decide whether to show results for the movie or the ship when a searcher looks for information on “Titanic”.

As you’ll see below, you can see LSI keywords in action in any autocomplete search.

We’ll explain more about how to find LSI keywords in the next section. And you can see the section on where to use keywords for more information on integrating these keywords into your SEO content strategy.Whichever way you choose to categorize keywords, one of the most important steps in SEO is doing keyword research. We’ll look at that next.

How To Get Started With Keyword Research

A great starting point for doing keyword research simply involves your brain. Always begin by brainstorming and thinking about the kind of information your visitors will need from you.Keep track of the keywords you think of in a list or spreadsheet, and keep this handy as you go through the keyword research process.

There are lots of ways to find keywords for SEO. One of the simplest is to use the autocomplete function in Google. Start to type, and the suggested phrases are keywords you could consider.You can also complete a search and look at the terms that appear in the “searches related to” box at the bottom of SERPs.

Both those methods will give you some of the LSI or semantic keywords we mentioned earlier. But if you want to find even more of them, you can use LSIGraph to discover long tail terms related to your main keywords. Just type in your keywords, and you’ll usually get a pretty long list. For SEO Companies in London visit here

You can also use dedicated keyword research tools to find keywords to use for SEO. Three of our favorite tools for this are:

1. SEMrush, which we mentioned earlier

2. Ahrefs

3. Google AdWords Keyword Planner

Here’s a brief introduction to each tool.

How To Do Keyword Research With SEMrush

SEMrush makes some functionality available without logging in, but to get the best from it, you should create an account.When you’re logged in, go to SEO Toolkit » Keyword Research » Keyword Overview. Type in your keyword phrase, then press Search.You’ll get in-depth data on search volume and trends, and on the top pages ranking for those keywords.

Scroll down to see the Related Keywords report, which will give you ideas for new keywords you can use for content optimization.You can click on any keyword in the table to get a full report for that keyword.Add suitable keywords to your list of target keywords, or click the Export button to export them into a spreadsheet.Once you’ve found your keywords, use another SEMrush tool, the SEO Content Template, which is part of their Content Marketing Toolkit, to work out the best way to optimize your content.

Type in your keywords. SEMrush will analyze the top 10 results and suggest terms to include in your content to improve your ranking.Want an alternative to SEMrush? You can also use Google Analytics to find SEO keywords for content optimization.

How To Do Keyword Research With Ahrefs

Like SEMrush, Ahrefs includes a lot of tools, and has data on trillions of web links.

With Ahrefs, a good starting point for keyword research for SEO is the Keywords Explorer tool. Type in your terms, choose your country, and search, and you’ll get an assessment of important related keywords and how difficult it will be to rank for those terms, known as “keyword difficulty”.

Ahrefs also includes a keyword ideas section that helps you identify related content terms, as well as the parent topic for your search term.To get the most of this rich tool, make a note of new keywords you want to create content for, and keywords that can help you to optimize existing content.

How To Use Google AdWords Keyword Planner

The Google Adwords Keyword Planner is meant to help with pay per click (PPC) advertising, but it also turns out to be a pretty decent keyword research tool for other content, too.

To use this, log in to your AdWords account and click on the three-dot menu. Choose Planning » Keyword Planner.Next, go to Find new keywords and search volume data. Enter a couple of keyword phrases in the Product field.Use the onscreen filters to tweak your search.

For example, we’re going to look for keywords that have low competition, so we have a better chance of ranking. Save, then click Get Ideas.You’ll see the results in a table, which you can export to look at later.It’s also worth looking Ad group ideas, which is another tab on the results page. This gives you some broad topics to consider for content.

Again, make a note of any you might want to add to your target keywords. Learn more about using the keyword planner for SEO.

How To Find Existing Keywords With Google Analytics

Another option for keyword research is to use Google Analytics to find the keywords people are already using to find your site.

To get the most data, link your Google Search Console account to your Analytics account. Then go to Acquisition » Search Console » Queries in your Analytics account. You’ll see a table with the keywords that bring traffic to your site.Other ideas for finding keywords include:

1. Seeing what people ask in social media updates or blog comments

2. Social media hashtags

3. Book categories on Amazon

And you can also include local search variants where relevant. We’ll talk more about local search later in this guide.