We need to find the best keywords to boost our SEO performance!
So what exactly are Keywords?
Keywords are specific words or phrases that users doing a search, enter into search engines to find information. They play a crucial role in driving organic traffic to websites by connecting search queries with relevant content.
Why are Keywords important?
Choosing the right keywords enhances visibility in search results, attracting potential customers who are actively seeking what you offer.
How to Find the best keywords
Let’s go, here’s 10 proven strategies to help you find the best keywords for your SEO efforts.
These strategies are designed to improve your keyword research process, and make sure that your content aligns with user search intent, which will maximise engagement and conversion opportunities.
Going beyond keywords for a moment though, you should have an overall keyword strategy which involves using topic clusters.
If you use topic clusters, which are like silos of content, then this will enhance your SEO and Google rankings. This will ultimately lead to a substantial increase in organic traffic and online visibility for your business.
If you take the time to lean SEO and topic mapping you can give your SEO efforts a boost, as this will have you strategically organising your content for better search engine performance and improved rankings.
If you’re looking for more insights or have specific questions about SEO, check out our article on the 12 most common SEO questions we get asked, which provides expert insights and handy tips.
1. Understand User Intent to Find the Best Keywords
User intent refers to the reason behind a user’s search query.
Recognising that a search has an intent will they type something into the search bar, forms the basis for selecting the right keywords that will resonate with your target audience.
Types of User Intent
- Informational Intent: Users seek knowledge or answers to questions. Keywords like “how to tie a tie” fall into this category.
- Navigational Intent: Users wish to reach a specific website or page. An example keyword might be “Facebook login.”
- Transactional Intent: Users are ready to make a purchase or engage in a service. Keywords such as “buy hiking boots online” demonstrate this intent.
- Commercial Intent: Users are in the research phase before making a purchase decision. Keywords such as “good trail running shoes” show commercial intent.
A. Understanding Informational Intent
Informational Intent represents searches where users actively seek knowledge, explanations, or answers to specific questions. These searches typically begin with:
- “How to…”
- “What is…”
- “Why does…”
- “When will…”
- “Who is…”
Key Characteristics of Informational Queries
- Educational Focus: Users want to learn or understand a concept
- Problem-Solving Nature: Searches often aim to resolve specific issues
- Research-Oriented: Users gather information before making decisions
- Non-Commercial: Generally not directly related to purchases
Common Examples of Informational Keywords
- “How to change a flat tire”
- “What causes thunderstorms”
- “Recipe for chocolate chip cookies”
- “History of the Roman Empire”
- “Symptoms of the common cold”
Content Types That Match Informational Intent
- Step-by-step guides
- Tutorial videos
- FAQ pages
- Educational articles
- Infographics and visual explanations
Informational searches typically represent 75-80% of all search queries on the internet, making them crucial for content strategy and SEO planning.
B. Understanding Navigational Search Intent
Navigational intent represents searches where users have a clear destination in mind. These searchers know exactly which website, brand, or online platform they want to visit.
Key Characteristics of Navigational Searches
- Brand-Specific Terms: Often includes company names or branded products
- Direct Purpose: Users seek a particular website rather than general information
- High Conversion Rate: When users find their intended destination
Common Examples of Navigational Keywords
- “Gmail sign in”
- “Amazon Prime account”
- “Nike store near me”
- “LinkedIn profile”
Navigational Intent User Behavior Patterns
- Typically short queries (1-3 words)
- Often includes:
- Brand names
- Website names
- Specific product names
- Platform-specific features
Business Implications of Navigational Intent Searches
- Brand Protection: Ensure your site appears for branded searches
- Local Presence: Optimise for location-specific navigational queries
- User Experience: Provide clear pathways to popular destinations
- Mobile Optimization: Essential for on-the-go navigational searches
Popular Navigational Search Modifiers
- “login”
- “account”
- “official site”
- “download”
- “customer service
C. Understanding Transactional Intent in Search Queries
Transactional Intent represents the most valuable type of search behavior, where users are prepared to take immediate action. These searchers have typically:
- Completed their research phase
- Decided on their purchase
- Are ready to convert or complete a specific action
Common Indicators of Transactional Intent
Users often include specific action-oriented terms in their searches:
- “Buy” or “purchase”
- “Order” or “shop”
- “Download” or “subscribe”
- “Book” or “reserve”
- “Near me” with commercial terms
Examples of Transactional Keywords
- “Buy Nike Air Max size 10”
- “Subscribe to Netflix premium plan”
- “Book hotel in Paris”
- “Order pizza delivery downtown”
- “Purchase concert tickets Madison Square Garden”
Key Characteristics of Transactional Intent
- High conversion potential: These searches often lead directly to sales
- Specific product details: Usually include model numbers, sizes, or exact specifications
- Location-based modifiers: Often include geographical terms for local purchases
- Price-related terms: May include words like “deals,” “discount,” or specific price points
Understanding transactional intent helps businesses optimise their content and landing pages to capture users at this crucial decision-making stage.
D. Commercial Intent: Understanding Purchase-Driven Searches
Commercial intent represents users who are in the research phase before making a purchase decision. These searchers are actively comparing products, services, or prices but haven’t yet committed to a transaction.
Key characteristics of commercial intent searches include:
- Product comparison keywords (e.g., “best smartphones 2024”)
- Review-based searches (e.g., “iPhone vs Samsung review”)
- Price-conscious queries (e.g., “affordable web hosting”)
- Brand comparison terms (e.g., “Nike vs Adidas running shoes”)
Understanding commercial intent helps businesses capture potential customers during the crucial decision-making phase of their buying journey.
Common Commercial Intent Modifiers:
- “Best”
- “Top”
- “Review”
- “Compare”
- “vs” or “versus”
- “Alternative to”
- “Near me”
Commercial intent keywords typically have higher conversion potential than informational queries, making them valuable targets for businesses looking to attract qualified leads.
Pro Tip: Target commercial intent keywords with detailed comparison content, product reviews, and comprehensive buying guides to effectively capture this audience segment.
Aligning keywords with user search intent ensures that the content meets audience needs effectively. This drives relevant traffic, and increases conversion potential from website visitor to buyer.
By understanding what users are truly looking for, you can tailor your keyword selection strategy, enhancing both your SEO performance and user satisfaction.
Investing time to analyse user intent not only informs keyword research, but also shapes the content strategy. This helps you have a deeper connection with your audience, making it easier for them to find exactly what they need on your site.
2. Use Keyword Research Tools
Finding the best keywords requires the right tools to streamline your research process. Several popular keyword research tools can help you identify effective keywords for your SEO strategy:
- Google Keyword Planner: A free tool that offers insights into search volume, competition, and related keywords. Ideal for beginners and those on a budget.
- Semrush: A comprehensive SEO suite that not only provides keyword data but also competitor analysis and site audits. It’s perfect for businesses seeking in-depth insights.
- Ahrefs: Known for its robust backlink analysis, Ahrefs also excels in keyword research. Its Keywords Explorer helps you find keyword difficulty scores and search trends.
- Ubersuggest: A user-friendly option that generates keyword ideas along with search volume and competition metrics. Great for small businesses and content creators.
When choosing a tool, consider the following factors:
- Specific Needs: Identify what features are most important to your strategy, such as competitor analysis or content suggestions.
- Budget: Determine how much you’re willing to invest in keyword research tools. Free options can be effective, while premium tools often provide more detailed insights.
Selecting the right tool enhances your ability to uncover valuable keywords and optimise your content effectively.
3. Start with a Broad Term and Expand from There
Beginning your keyword research with broad search terms helps uncover a wealth of related keywords.
Use a term that encapsulates your niche or topic area, such as “hiking boots.” This initial choice serves as a springboard, allowing you to delve deeper into the vast landscape of relevant keywords.
Benefits of Starting Broad with Keyword Search:
Generation of Related Keywords: Broad terms can lead you to an array of associated keywords. For instance, from “hiking boots,” you might discover:
- Waterproof hiking boots
- Lightweight hiking boots
- Best hiking boots for women
Starting broach with your keyword research also helps you find ‘long-tail keywords’. So what are they?
Long-Tail Keywords are typically more specific and may have lower competition, making them easier to rank for in search engines. An example might include “best lightweight waterproof hiking boots for summer.”
By starting with broad search terms, you lay the foundation for good keyword exploration. Recognising the potential of long-tail keywords opens the door to targeted content creation that resonates with your audience’s needs and preferences.
Doing this enhances your keyword strategy, but also increases your chances of ranking higher in search results.
4. Analyse Search Volume and Competition Levels
Search Volume
Understanding search volume is important in keyword selection. Search volume refers to the number of times a specific keyword is searched within a given timeframe, typically measured monthly.
High search volume indicates that a keyword is popular and has the potential to drive significant traffic to your site. Selecting keywords with substantial search volume can lead to increased visibility and engagement. But keywords with high search volume will be harder to rank for, due to competition.
Keyword Difficulty
When you assess a keyword, consider the keyword difficulty associated with it. This metric evaluates how challenging it may be to rank for specific keywords based on factors like competition from other websites.
A high keyword difficulty may suggest that only established sites can effectively compete for ranking, while lower-difficulty keywords might offer better opportunities for newcomers or less authoritative sites.
Dual Analysis of Search Volume and Keyword Difficulty
To analyse both search volume and competition levels:
- Use tools like Google Keyword Planner, Ahrefs, or SEMrush.
- Identify keywords with high search volumes but manageable difficulty scores.
- Focus on long-tail keywords which often present lower competition while still attracting targeted traffic.
Balancing these two metrics is essential for developing an effective SEO strategy that maximises your chances of ranking well and engaging your audience.
5. Filter and Prioritise Your Keyword List
Effective keyword prioritisation strategies help streamline your SEO efforts. Begin by filtering through your generated keyword list using the following techniques:
- Remove Irrelevant Terms: Identify keywords that do not align with your content or business goals. Keeping only relevant terms ensures that the traffic you attract is meaningful.
- Eliminate Duplicates: Duplicate entries can clutter your keyword list and lead to confusion. Use tools or spreadsheet functions to spot and remove any duplicates.
Next, balance search volume potential against competition levels. This process involves:
- Assessing Search Volume: Focus on keywords with significant search volumes that indicate strong user interest. Keywords with higher search volumes can drive more traffic.
- Evaluating Competition Levels: Analyse the competition for each keyword using SEO tools. Prioritise keywords that show promising search volume but have lower competition scores, creating better opportunities for ranking.
Doing it this way, allows you to concentrate on the most promising keywords, enhancing your optimisation efforts while ensuring relevance to your target audience. By applying these filtering and prioritisation techniques, you set a solid foundation for really good keyword usage in your content strategy.
6. Incorporate Keywords Strategically into Your Content
Integrating keywords effectively throughout your web pages enhances both SEO performance and user experience. Here are best practices for content optimization techniques that ensure a seamless incorporation of your selected keywords.
1. Optimise Headings: Your Title Tags
Place primary keywords at the beginning of your title tag. This captures attention and signals relevance to search engines.
For example, if targeting “best hiking boots,” your title could be “Best Hiking Boots for Every Trail.”
2. Use Keywords in Headings
Use keywords in H1, H2, and H3 tags. This not only organises content but also emphasises keyword significance. A well-structured heading hierarchy improves readability.
3. Include Keywords in Body Text
Use your keyword near the beginning of the first paragraph under your heading. Then naturally weave keywords within the first 100 words of your content.
This helps search engines understand the topic quickly. Aim for a keyword density of around 1-2%, ensuring that the text remains fluid and engaging.
4. Optimise Meta Descriptions
Include keywords in meta descriptions to enhance click-through rates from search results. A compelling description informs users about the page’s content while optimising visibility.
5. Describe Images with Alt Text
Describe images with relevant keywords in alt text. This practice optimises image search results and improves overall accessibility.
Maintaining a conversational tone while integrating these elements ensures that content remains valuable to readers. Avoid keyword stuffing; instead, focus on clarity and flow to enhance user engagement.
7. Craft Engaging and Optimised Content Around Targeted Keywords
Creating high-quality content that resonates with both users and search engines requires a strategic approach.
The key considerations to enhance your content creation process are:
- Understand User Intent: Tailor your content to meet the specific needs of your audience. Identify if they seek information, products, or services and craft content accordingly.
- Use Keywords Naturally: Integrate targeted keywords seamlessly throughout your text. Avoid keyword stuffing; instead, focus on maintaining readability while using variations of your primary keywords.
- Structure Your Content: Use headings, subheadings, bullet points, and lists. This not only improves user experience (easy readability) but also helps search engines understand the hierarchy of information.
- Provide Value: Ensure that your content delivers actionable insights or solutions. Engaging content encourages users to spend more time on your site, signaling its relevance to search engines.
- Incorporate Multimedia: Enhance engagement by including images, videos, or infographics. These elements can make your content more appealing while also providing additional context for users.
- Optimise for Featured Snippets: Structure answers to common questions concisely at the beginning or in bullet points. This increases the chances of your content being selected as a featured snippet in search results.
Implementing these strategies will lead to SEO optimised content creation that aligns with SEO requirements while capturing audience interest effectively.
Final Advice
Continuous keyword research is essential for maintaining a competitive edge in search engine rankings. Staying updated on trends and user behavior, ensures your strategies remain effective.
Explore niche markets within your industry to uncover untapped opportunities. Long-tail keywords often offer less competition and higher conversion potential.
Key takeaways for you from this article include:
- Implementing keyword discovery strategies can significantly enhance your SEO efforts.
- The ability to find the best SEO keywords positions your content to attract the right audience effectively.
Investing time in keyword research not only drives organic traffic but also aligns your content with user intent, creating a win-win situation for both you and your visitors. Embrace these practices to elevate your online presence and achieve sustainable growth.