Search term or keywords can be divided in two types on the basis of length
Short tail keywords contains only 1 or 2 words and the number of short search terms is less around 30% – 40% of total, these are low quality terms and people who search for these terms are aware about the market. These terms generates high traffic.
Short term keywords are not specific, they do not express the user intent exactly so they get you poor traffic or we can say non-targeted traffic.
For example if you are searching for “shoes” or “white shoes”, than it is not specifying whether you want to buy shoes or you are looking out for something else.
Long tail keywords contains 3+ words and the number of long tail search terms is around 60% of total. These keywords are not so much traffic generating but the people doing search using these terms are high in number so its easier to optimize for these terms.
Long term keywords express user intent in a very good way, and get you high quality targeted traffic.
For example if you are searching for “buy fila black mens shoes”, it is expressing user intent of buying shoe, so it brings you targeted quality traffic.
# Categorization of keywords
(here we are taking example of a credit card company Amex)
People searching for these terms are pretty familiar with the brand. They know about the brand and directly search for its products, services etc.
Branded terms have either very high number of impressions and CTR(in case you are a very big brand ex. american express)
very less number of impression (if you are a small brand with very less popularity) but they have very high click through rate as well as conversions.
For Example : “american express credit cards”, “amex business cards” etc. are branded terms for american express.
Users searching these terms are familiar about your products but still searching more or better and learning about your products more.
Product terms have high CTR as well as conversion rate.
For Example : “business gold rewards card”, “plum card” etc. are product terms for american express.
Similar product terms
Users are not searching for your products but they are looking for something similar to your products, they are not aware about the difference.
If you are ranking for these terms than there are possibilities that users convert for your products.
For Example : “delta credit card”, “delta business card” etc. are terms related to products from american express.
Generic terms or non-branded terms
These are the keywords mostly search by people as they are searching for something but the search query is not precise. they are not aware about the products or brands and they are looking for it on internet.
For Example : “business credit cards”, “cashback credit cards” etc. are non-branded terms for american express.
If you have a established brand than you can have clicks and conversions from your branded terms as well as product terms.
So your should focus more on non-branded terms with high search volumes because if you are ranking for them then it is easy to get more conversions.
# How to get the best keywords out of hundreds
After completing keyword research the real game starts now is to refine your keyword list and separate out the keywords good for your website seo.
Keyword Competition – A very Important factor
Keyword competition is based on how many competitors are competing for any particular keyword. It defines the strength of a keyword i.e. how effective or we can say how strong a keyword is, and how difficult is to rank for that keyword.
Lets find out keyword competition using Google search.
For example : lets take 2 keywords “business credit card” & “credit card” and check their competition on Google search.
For keyword “business credit card”
For Keyword “credit card”
business credit card – 2,900
credit card – 74,000
As you can see for “business credit card” keyword there are 948,000,000 competitors while for “credit card” keyword there are 638,000,000 competitors so it is recommended to go for “credit card” keyword because it has high search volume and less competition as compared to “business credit card”. You can rank easily for “credit card” keyword as compared to the other one.
Keyword Planner tool from Google also gives your keyword competition, but it is for adwords purpose.
So its better to try MOZ keyword difficulty tool to find out how difficult is to rank for any keyword.
Here you can see the keyword difficulty for “business credit card” is 65% while for “credit card” it is 82%, so there is not much difference, and we’ll go with credit card on account of it’s high search volume and less competitors in Google.
Follow these steps
# Create a list of all your keywordswith their search volumes and competition/difficulty
# Separate out all the branded terms and product terms for your business.
# Filter all the keywords on the basis of search volumes and remove keywords with 0 or very less search volume (this number depends upon how many keywords you have).
# Remove keywords with very high competition/difficulty and less search volumes.
# Use the low and moderate difficulty keywords with good search volume.
# You can also select high difficulty keywords with very high search volumes.
You should always know the user’s search intent, means if anyone is searching for business cards that there are possibilities that they may be searching for plastic business cards also called as visiting cards. so always check on Google what your keywords are showing in results.
# Keyword themeing, bucketing and mapping
Correct mapping of keywords is really very important for any website pages to rank well for its target keywords.
Lets take an example of a website with 3 categories T-shirts, Shoes & Trousers. with every category having 2 sub-pages.
Let say you are doing keyword research for T-shirts category than there are two sub-pages for plain t-shirts and graphic t-shirts respectively.
So create a theme t-shirt containing two sub-themes plain and graphic.
plain yellow t-shirts
plain mens t-shirts
plain women tshirts
buy plain tshirts
buy long plain tshirts
cool graphic tshirts
graphic cartoon tshirts
buy graphic tees online
cheap graphic tshirt
etc. are the final keywords for tshirts theme.
Map plain sub-theme keywords on plain tshirts page and graphic sub-theme keywords on graphic tshairs page.
One thing to remember is don’t insert too many keywords in your content, It is called keyword stuffing and you may got penalized or your rankings will go down for doing this.
# Important Findings
Include keywords in Title, description, H1, H2 tags and up-fold content i.e. try to include keywords in starting of the content like in top 100-150 words.
Do keyword research from the user point of view i.e. think like you are the user than do some research.
Try to understand user search intent, and find the best keywords for your website.
Use different keyword research tools and techniques to explore more keyword options.