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Keywords - An easy overview!

What exactly is a keyword?

A keyword is any phrase you would like your site to rank for in Google's search results.

Keywords can be single words or phrases of words, or groups of words, that a user enters into search engines in order to be matched with relevant content. (Each search phrase should be between 1 to 4 words).

Most SEO experts agreed there are 4 main types of Keywords.

Informational - searchers looking for answers to questions of general information.

i.e How to.....? Which are the best........? Kcal in chicken.....?

Navigational - searchers trying to find a specific site or page.

i.e YouTube, Where is Apple uk, Mercedes Blog

Commercial Keywords - searchers looking at brands or services.

i.e Personal Training services, MacBook Air or Pro, BMW models.

Transactional - searchers with an intent to complete an action or buy.

i.e Buy euros online, Used Mini to buy, Order sushi now.

Why keyword research is so important!

1. Find keywords with traffic.

You don't want to waste lots of time writing a list of words that do not generate traffic.

2. Find key words that rank easily.

Competition is tough and single keywords are very hard to rank highly in search results.

How to generate a list of keywords for your business.

- Relevance

Brain storm words relevant to your business. i.e If you are an online fitness retailer in the U.K your keywords might be:

Buy fitness equipment

Buy fitness equipment online

UK fitness store online

- Irrelevant keywords might be:

How to exercise with fitness equipment

How to make your own fitness equipment

Online fitness photos

The 'Relevant' keywords in the first group are more likely to lead to sales than the second group of 'irrelevant' keywords.

Keeping this is mind you must develop a list of keywords and use as a resource to then check with google each month.

- Pinch keywords from competitors.

Some of your competitors would have done some heavy lifting when it comes to their keywords. There are many online tools to help extract the keywords from them.

Keyword Density Checker is a free tool that will list keywords optimised into a competitors page.

Another more powerful tool is Ahrefs Keyword explorer. This tool discovers 1000's of great keyword ideas, analyses their ranking and traffic potential. Ahrefs tool does come at a cost.

-Trending Keywords

As you start to generate a list also think about trending keywords for your niche.

Use sites like Facebook Groups, Twitter hashtags and Instagram hashtags. Look out for popular threads and trending topics.

How to find keywords that will send traffic to your site...

So you've got your list of keywords but you need to now understand how much traffic these keywords receive in Google.

If you have a Google Ads campaign running and are spending a modest amount you can access this information for free in their keyword planner tool. Alternatively you can sign up to a paid plan with one of the many keyword research tools on the market.

How to find keywords for easy rankings

You next need to find out how competitive your keywords are.

Let's say you sell used mens trainers online and you want to target 'mens trainers online' its unlikely you will beat or but if you targeted something like 'unique mens trainers'. this may give you an advantage over your competitors if they haven't thought of your keyword. Having a large keyword list will help you to do better SEO and rank higher in search results.

Using a competitive analysis tool such as KWFinder's SEO difficulty report will help you understand your chances for ranking high for a particular key word. The strength of the pages currently ranking high for that keyword needs to be understood.

The main factors of this :

  • Domain Authority

  • Page Authority

  • Citation Flow

  • Trust Flow

Here are some sites that can help you with keywords for reasonable levels of traffic, weak competition and set targets for how many links you need for a top listing.

Keyword research and analysis tool -

SEO Toolset -

Keyword Explorer -

So where do you put keywords?

-Your keywords should appear throughout the content of your site. Use these words in your site's text in an organic way, keeping them in their correct context. Avoid using to many keywords or 'keyword stuffing'

-If you feel that a certain search phrase cannot be mentioned any more in your site content (organically), try adding more content to your site. Make sure that these additions contribute something of value to your site visitors.

Thanks for reading! If you have any questions on this topic feel free to get in touch! Drop an email to and we will be happy to help!

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