Keyword analysis

Every professional SEO activity must begin with keyword analysis.

Keyword analysis is used both for SEO to optimize the TAGs and content posted on the site pages, and for SEM to better invest with Google AdWords by purchasing conversion-oriented keywords.

The analysis activity is used to identify the best keywords to rank on Google in the free results, or keywords with high potential traffic and low SEO competition.

Once the best keywords have been identified, the most important SEO TAGs and the texts of pages and articles can be optimized. Using SEO copywriting and LSI (Latent Semantic Indexing) techniques it is possible to improve the positioning of each page of the site.

Choose the best keywords

The selection of the best keywords with which to optimize a particular web page is very important. An incorrect choice of the set of primary and correlated keywords can severely affect the visibility on search engines. For this reason it is essential to analyze and choose only those words that allow a good ranking in Google while also generating good organic traffic.

A web page before being read by a user must be found, interpreted and indexed by Google. A page that Google does not understand does not rank high.

I often get clients with websites with service pages that aren’t clear and focus on keywords that don’t have a good volume of traffic. These pages consequently do not receive a lot of organic traffic even if they rank in the top positions on Google. In these cases, more advantages can be obtained by choosing more competitive search keys, even at the expense of the first position. Let’s see an example.

keyword A: 100 monthly searches, position in Google: 1
keyword B: 10,000 monthly searches, position in Google: 5
According to recent studies, on average the top organic position on Google receives 17% to 30% of the total traffic generated by that search. For the fifth position we estimate a visibility of about 3% of the volume. We calculate the potential clicks of the two keywords.

keyword A: 17% of 100 = 17 visits
keyword B: 3% of 10,000 = 300 visits
In this example, keyword B would lead to many more organic visits to the website than keyword A, although the average Google ranking is lower!

Whenever I am asked for SEO consultancy and especially with new site projects, the first activity I recommend to undertake is a keyword analysis to identify the playing field and the competition in the specific target market. Building a site and SEO optimization without knowing if the keywords used are actually the best ones is a mistake that can be very expensive.

The next step in the keyword analysis is the analysis of the online competition.

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