What is a Keyword?
What is a keyword research definition? A ‘keyword’ is a significant word to research and find information on a topic of choice. Take for example SEO, which would be classed as a single keyword phrase; a search engine like Google would provide a large number of results which would be associated with SEO; this would then bring forward relevant and applicable links based on popular searches for that word. It then puts the results in a ranking order by bringing forward results it thinks you’re most interested in and provides the best answer to your question.
The Value of Using Long Tail Keywords
If you put your focus into long-tail keywords, you’ll discover that it is an amazing SEO tactic. Long-tail keywords are types of keywords or keyphrases that are more specific. Long-tail keywords because of their specificity will get less search traffic but will generally have a higher conversation value. This is fantastic as it minimises your competition since most websites use long-tail keywords less commonly. The more specific and longer your keywords the higher the chances are of people not searching for that, however, you’ll rank well as not only is there less competition but a higher chance that the majority of pages aren’t optimized for long-tail keywords.
Hummingbird & RankBrain
In 2013, when Google remodelled its algorithm the authenticity of keywords was put into question. Hummingbird, known for being fast and accurate; aided Google in better understanding their search intent with a focus on both complex and conversational searches. In 2015, Google integrated RankBrain which is an AI-driven ranking factor, to help develop its question and analysis capabilities. In the past, writing in Google search engine “what pizza places near me deliver?” would make Google look for content that meets those keyword searches. However now, Google uses those very keywords as contextual signals to understand what the questioner really wants and regularly modifies our queries. Being aware of Google’s modifications to our search queries may give the impression that their effectiveness is outdated, but Google just got smarter.
Keywords are like Personas
Personas behave as bullseyes. They aren’t necessarily what we’re after but in targeting for them we’re headed in the right direction for success. We don’t want to narrow our target audience by limiting our demographic, but at the same time, it helps in attracting the right people. On the other hand, if you have no specific focus and attempt to attract and appeal to everyone, you’ll end up frustrated. It’s paradoxical in a way, the uniqueness of your target audience is correlated with the size of your real audience and vice versa. That’s exactly how keywords are – a look into Google Search Console’s search query data will inform you that it's just about a single keyword. Although, having a primary keyword focus for every page will offer you the right direction and viewpoint to secure the right audience from a multitude of related searches.
Using Keyword Research for Specific Products or Services you offer
Your brand or business may be recommending services or products under distinct classifications and categories. It is advised to use separated keyword research for these categories to reap the benefits of keyword research, especially if it is focussing on a specific product or service. This may come across seemingly dull and monotonous especially if you have an e-commerce website that includes several categories. Though, by aiming keyword phrases in this manner it will provide a higher chance of appealing to targeted leads who are looking for the very product presented in that category.
Heading Be Careful in Using Broad Keywords
Many online users take good advantage of using broad keywords during their searches, though targeting your campaign using those broad keywords will result in you gaining opposition. There is a high chance of drawing in visitors who may not be perceived as targeted and therefore will result in you not bringing in any business. Broad keywords are extremely valuable to those businesses who have targeted customers on a global scale. However, if your business is in a specific location, you should add the name of the city or location with your keyword in the search engine, this will bring forward more targeted results. By using more specific phrases you can attract a lower search volume. Although, these searches are the kinds of leads that you should be drawing in as this would then transform to paying customers.