For any beginner level marketers or business owners who are interested in learning about keywords this article is for you, this is what you need to know about “keywords”.
Keywords are what users type into search engines (they are also called “queries”) in the hopes of finding specific information, products, services, etc.
In other words, keywords are an integral part of SEO (search engine optimization) and they dictate the kind of content you want to focus on. For the best possible results, you want to optimize your content around keywords you know users are looking for.
There are a lot of tools we use to help us understand keywords and optimize our websites around them. Let’s go over a few terms you need to understand if you want to use any of those tools:
Keyword search volume. How many times a certain keyword is being searched for each month. The higher the search volume, the more potential visitors we can get to our website if we get to the top of the SERPs. Keyword / searcher intent.
While we want to find keywords with a large search volume, it’s even more important to understand the intent behind the keyword. In other words, when someone is searching using a certain keyword, what are they really looking for?
If you search, “Pictures of Hermes Bags”, there’s a monthly search volume of 5,000 but the buying Intent is low. While there’s a lot of volume, the intent is for window shoppers. If you sell Hermes bags, you still want this traffic, but expect conversions to be low.
If you search, “hermes bag news” there’s a monthly search volume of 120 but the buying Intent is moderate. This keyword has “discovery” intent, i.e. this person is in the market for a bag but is still determining the brand, model, size, color, etc.
If you search “hermes bag price” there’s a monthly search volume 880 but the buying intent is high.
This searcher has educated themselves on the exact type of bag they want. At this point, it’s just a matter of matching price / style for them to purchase.
The key here is to rank for ALL of these keywords, using different types of content to nurture that searcher into your funnel. These are advanced (but critical) concepts that are covered elsewhere on this site. For advanced keyword analysis click here.
What we want is to optimize our website for keywords that won’t just increase traffic, but also sales and leads. Understanding how keywords relate to search intent is a powerful skill to add to your SEO arsenal.
Contact us today to find out about amazing professional SEO services!