Article initially posted at seodesaia.com.br (literal translation: seoinskirts.com.br) - for this reason, you will find several references to skirts. The domain seodesaia.com.br is inactive, but here you can find the original article. Enjoy!
The keyword research is an essential process, it’s by doing this research that we are able to discover the terms used by the target audience to find the topics related to the content to be optimized. Another essential point of this research is to obtain data about the competition for these terms, as well as the difficulty to get good results for these terms optimization.
However, more tools and resources used during the keyword research step, the bigger the number of interesting terms that we can use in the pages. At this point, the question is: what should we do with all these terms?
Step ‘Zero’ – Keyword Research
At this step, we use the most diverse tools (since Google Insights, Adwords External Tool, until competition analysis tools and site analysis such as SEMRush and even Google Analytics). I will not get into details about the keyword research itself, but I strongly recommend you to read this article (link).
Just for the sake of an example, let’s assume that we are performing a keyword research about one virtual shop that sells only skirts. After we collect information from Google Adwords External Tool and Google suggest, let’s assume that I have the following list of keywords:
What should I do with those keywords?
Passo 1 – Grouping
The second step on this strategy will be to group the keywords em distinct groups. In our case, we need to organize the keywords in:
At this first moment, we can define some of the actions to be taken:
For the website homepage, it’s interesting to use not only the main head tails, but also some main terms related to the possible actions to be taken (like “buy skirts”).
Still considering the main possible actions, check if there are action keywords related to the main types of products offered in your website. If yes, these action keywords can be used in the types of products pages (categories, subcategorias and landing pages).
For the types of products, it’s interesting that each different product found have one landing page for it. This landing page could be a simple landing page, but also a category or subcategory.
The informative terms can be used to orient the content production in the blog of the website, as well to help in the content production external to the website.
Considering the given example, we could:
Focus on skirt, skirts and buy skirts at the site homepage
Define the categories: mini skirts, long skirts, jeans skirts, high waist skirts, … And, by the way: if we are working with categories AND tags, a very good approach would be to use the main skirt models as categories, and each material as tag. So you can get natural cross references between both.
Use the informative terms to write articles in the blog. For example, Evolution of the “types of skirts”, or even, Which are the main “fashion skirts” of the year, etc.
Step 2 – Reduce
As is it not interesting to target all the keywords (as you may lack places to put them), at this point of the analysis we need to figure out which are the most interesting keywords for each page, for at least this first moment.
To take these decisions, we need to verify both the Search Volume for each term, as well the competition for those terms. We can check both of this info using the Google Tool.
With the results (keywords, competition, average montly searches), it’s necessary to find a “compromise” between competition and search volume for th terms. Usually, smaller the competition, easiest is to get rankings for it, but the search volume is usually smaller.
Another topic that is important to point out, several times, when we are focusing in less competitive, not necesseraly we are not optimizing for the most challenging terms also. For example, when we use a title focused in the expression “buy skirt”, in a indirect manner we are also optimizing for “skirt”.
Remember that, specially for newer websites, the easiest way to get results is to focus first in less competitive terms and - as we just discussed, by using this approach, we also get some strenght for the most competitive terms as well.
But coming back to the skirt shop example, by using the terms related to the category “high waist skirt” in Google External Tool I got the following results:
As it’s possible to notice, the term “high waist skirt” is one of the terms that has the smaller competition between the terms below, as it also figures between the most searched terms - which makes it a very interesting choice for the category in question.
This process can be executed by groups of keywords signaled or even by groups of terms that could be used in the main pages of the website.
Step 3 – Let’s use it!
In the previous step, we selected the keywords that will be used at the content of the pages: title, alt tags, anchor texts, content and everything that could be focused in the website.
Regarding link building, it’s interesting not to use only the selected keywords, but also to remember the keywords that were “discarted” in the previous step - which could be helpful to get a more diverse group of anchor texts.
Keyword Research – Processo Constante
Something that it’s necessary to have in mind when working with site optimization is that the behaviour of the users changes constantly - by natural adaptation process, by seasonality - and this nature makes necessary that we pay attention to the most used terms, in order to identify these changes and adapt/update the pages and content.
To pay attention to these changes, it’s necessary to analyse the website traffic with tools like Google Analytics and Webmasters Tools, but also follow the news and trends related to your niche - and orient the content production, the onpage optimization process and link building.