How to Select Keywords for Your Website?
On the one hand, you have heard that search engine keyword optimization is very, very important, and you are worried that without it, you will never be on page 1 in search results. On the other hand, you are afraid to put any totally unnatural word phrases on your website in order not to fall under the sanctions of search engines.
Keyword optimization is important for your customers (and prospects) to find in terms of the terms they are looking for.
With a good keyword research, you kill two birds with one stone: you use the language of your target group and are found by the right people.
What are keywords and why are they important to Google Ranking?
Keywords to your text, the focus. What's in your text, shrunk to the most important word or words. A key word is essentially the essence of the topic in one term or summarized in several terms. For multiple keywords that represent a keyword, they are referred to as long tail keywords (= long tail keyword, because it includes several words). The higher you are in the Google ranking for a particular keyword, the more likely it is that everyone who searches for it will click on the link. And that brings you many new visitors and thus potential customers!
1 - Search for Suitable Keywords
Begin by searching for appropriate keywords in your head: sit down with a sheet of paper in a quiet hour and decide which keywords might be relevant to your listing.
Solve your expertise in this phase. Your potential customers may not yet know the terms for the method you offer. Or the exact terms for services, product categories, individual products.
Already think of combinations of search terms that more clearly describe your offer. So, for example "Service + City" or "Product name + Buy".
2 - Talk to People
When you talk in your area, when talking about your product or service, what are the terms? Listen carefully to acquaintances, employees and colleagues, but above all to your customers and prospects. Make a note of terms that fall and seem unusual at first glance. Which you would never have used like that. These are usually the most exciting terms because they may not be used that often, so you have a higher chance of appearing in the front search results.
3 - Read Specialized Journals and Articles
You probably do that anyway. Just shift your attention to what terms are used here. There are often new ideas and expressions that you may not have come to.
4 - Analysis of your Competitors
View the websites of your major competitors on the Internet and make a note of terms you notice. For example, because they are used in headings or written in bold. Or because the terms are particularly common in the texts.
You probably already have most keywords and keyword combinations on your list. But often you still find one or the other keyword.
Your list of keywords will probably be pretty long now and it's time to roughly rate all the keywords.
5 - Use Keyword Tools
The search volumes of the keywords provide an excellent insight into the meaning of the search terms in the target markets. This makes the comparison of several search terms possible and at the same time learn more about the search behavior of the user.
There is a huge offer here. From synonym databases to Google Suggestion (which suggests keywords and phrases while typing in a search word), to tools that complete questions. Many of these tools are based on actual search queries and statistical evaluations, so here you are very close to the real search practice.
The keyword tool from Google (part of Adwords) not only gives alternatives, but also determines the search volume, so that you not only get suggestions here, but also can predict in advance whether the optimization is worthwhile on this keyword. However, you can only use it for free for a limited amount. Only when you have booked a paid Google AdWords campaign, it will be fully available for you.
6 - Test by Adwords
Google Adwords, which is the paid representation of links at the top of search results, can not only be a great way to gain access to the first pages of a search, but can also be used to test the power of various keywords. For example, try using different terms to get to the first page with Adwords. That's not as easy as you might think.
Firstly, the competition can be so strong that the keyword, as you imagine, becomes priceless (or at least uneconomical). One way to handle this would be to expand the keyword with additional terms. Instead of "skiing" you could use "buy skis".
Second, Google does not always automatically show the ads that offer the highest amount for the keyword, everything is more complicated than you think. Of course, when a lot of people apply for a keyword, which is then rarely sought, the chances of being shown on the first page, even if you pay for it, are lost.
Thus, the quality of advertising plays a huge role.
It hardly pays to research keywords for hours and days and then painstakingly exchange them on the website. After all, one has enough other things to do in the busy everyday life. Nevertheless, do not lose sight of the topic, take a closer look every time and try to consciously use and emphasize different keywords when naming your pictures and formulating your headlines and texts.
Of course these steps are just the bare minimum for finding keywords for your website. Depending on the industry, further considerations are necessary, which can then lead to further steps.