In the previous article, " 10 steps for positioning a website in
Google ", I dealt with the basic techniques (mostly concerning the
"mechanical" part of the site) for search engine optimization, useful
for obtaining a website positioning high in the search engine ranking, focusing
on examples for optimization in Google and with the Wordpres CMS (Content
Management System).
With this article I would instead like to start analyzing in more
detail the 3 fundamental and general strategies used by those who offer SEO services to position on the web: Keyword Targeting, Content
Marketing, Link Building. By following these strategies, in order, it is
possible to get to know the reference market better, identify possible
customers, and better create a strategy that meets the objectives set, and to
reach the chosen target. In this article I will focus on Keyword Targeting ,
the first and fundamental strategy for a good seo, valid for anyone who has
created a website and wants to optimize it .
“Keyword research is one of the most important, valuable, and high
return activities in the search marketing field. Ranking for the
"right" keywords can make or break your website "SeoMoz
According to SeoMoz, “Without keywords, there is nothing in seo.
Keywords can be considered as the vehicle of the campaign and inbound links ,
their fuel. Much of the success and results will be guided by each of the
chosen sentences . "
But not only keyword research is important. Nowadays, in seo for 2020,
it is very important to the search for related keywords or related keywords .
There aren't many online tools that allow you to find related keywords. The
only tool that seems to be present on the market today, which allows you to
search for keywords related to the topic or market niche, a new tool related
keywords research .
The choice of phrases suitable for the specific type of market, their
analysis to understand their competitiveness and costs, their performance ,
research trends, the analysis of possible results, are therefore all factors to
be taken into consideration for a good positioning .
It is first of all indicated to focus the target audience, and
brainstorm key words that are apparently useful for indexing the site. In the
slide below, seoMoz illustrates the target analysis process, explaining how to
analyze the target of our keywords, we must ask ourselves some questions: 1. Who am I dealing with? Age, Gender,
Lifestyles, where information is found, etc. 2. What is the topic of the
speech? What actions involve my target, etc. 3. What is the purpose of research
for my target? Information, Purchase etc.
Target positioning, Keyword
strategy & study
Once the target has been analyzed, and some search queries that can
reflect their behavior have been identified , there are several online tools
that help in the analysis of keywords and competitor sites , all very
efficient and all with strengths and weaknesses. In this article I will analyze
some of the most common ones, namely Google tools, and SEMrush, an excellent online program for
analyzing the competition, listing together with the programs the various steps
to follow for choosing advantageous keywords for positioning websites on search engines.
1. Google Webmasters Tool
(which allows you to verify the ownership of your site and analyze its internal
performance) offers an excellent tool for analyzing the search terms that bring
(or could lead, for websites not yet indexed) traffic to our site , or how many
impressions and possibly how many clicks ( conversions ) the terms searched by
users brought. Entering the Webmasters Tool, in the left menu, in "Traffic
/ Search Query" you can access the statistics and results area that the
key phrases have brought to the site. This is a tool that should be used over
time to see performance of a keywords campaign started, and correct if
necessary. However, before starting the campaign, it may be helpful to take a
look at it, to understand suggestions on search terms that could be used to
start positioning a website for those specific terms.
2. Google AdWords is one of the most used tools for the study
of keywords useful for website positioning, available for free by creating an
account. AdWords allows the planning of advertisements in Google, and contains
a specific section, in "Tools and Analysis / Keyword Tool ", to
analyze various factors relating to one or more search terms. Once inside, just
enter in the "Word or Sentence" section some key words and phrases,
one per line, which must be previously chosen as target wordsfor the average
user who visits the site (for example wondering what a user will look for in
order to get to our product / service). Selecting then, from the left menu
"Correct match type" and also wanting "Phrase", and
choosing the search criteria (eg location, language, devices etc.) you get a
detailed analysis of these phrases.
The most interesting data are the global and local monthly searches
(the number represents an index, and is not to be considered as the actual
number of users), the competition for
this word or phrase (important, for a site not yet indexed, that the
competition both medium or low) and global research trends (to analyze the
trend or way in which research evolves over time). From the " Columns
" section , however, you can choose the search criteria you prefer. At the
bottom of the chosen sentences there are also tips from Google on similar
search terms. It is important to consider them in your seo analysis, before
selecting and exporting all the keywords and key phrases that can lead to more
traffic with less effort. Once the preferred terms have been selected, in
" Download " it is possible to easily download the collected data in
excel files.
3. Google Trends - It is an
excellent tool that allows you to make a comparison of the keywords chosen, to
see the progress of the search over time. The use is simple: when you enter
Google Trends with your Google account, you enter one or more search terms,
separated by commas. The result will be a graph, with the search trends for
that term from the past until today, and it is useful to keep it in mind to see
which terms can be most profitable . The search can be customized, choosing
where to limit it in Google (youtube, images, news etc.), geographically, over
time, and in the category. There is also the section “ related terms"Which
allows you to analyze terms similar to those taken into consideration.
4. SEMrush allows you to
analyze both the search queries and the sites of its competitors. Depending on
what you already know, or what you want to know, you can enter both the search
term and the website (competitor or own) for analysis. In the first case, the
result will show data similar to that of Google (adwords etc.), with the additional
possibility of analyzing the existing competitors for that keyword. Inserted a
competitor site for analysis, the program allows us to find out the traffic of
that site, what are its main keywords, and how much monthly traffic they bring.
There are many other excellent data and tools within seorush, some free and
some paid, but the statistics so far dealt with, are very useful for analyzing
the competition before implementing your keywords strategy.
5. The points seen above allow
us to understand: which search queries bring or can bring to my site, which
ROI have the keywords that I would like to bring to my site (how much traffic ,
how much competition ), what are the search trends for my key terms, who my
competitors are, and what traffic the searches on my competitors generate.
These points can be repeated several times, adding and removing keywords,
depending on the results obtained and the expected objectives. Furthermore, it
is always important to remember that, together with the statistics, a thorough
analysis is fundamental of how the results appear in the search engine (simply
by searching the terms in the search engines), and an internal seo analysis on
the site, to see concretely how high the competition is, how the site is
structured, where the keywords are, if the keywords also pass link juice, and
what is the SEO NYC strategy adopted by each of our competitors. For this
type of analysis you can find excellent tools for free online.
There are many other useful tools for keywords, and to start a good
positioning, each with peculiarities, but all with similar characteristics. The
more time and patience it takes to search for good search terms with which to
optimize (search engines) a website, the greater the performance of these terms
in global searches, and the greater the possibility that more users will visit
the desired result. , and that your sites rank higher in the Google ranking.
Professional SEO Services
Professional SEO services are essential for businesses
looking to improve their online presence and drive more traffic to their
websites. With the ever-increasing competition in the digital landscape, it is
crucial to have a solid SEO strategy in place. Professional SEO services offer
a comprehensive approach to optimizing websites, including keyword research,
content creation, on-page optimization, and off-page link building. By
partnering with an experienced SEO agency, businesses can achieve higher rankings
in search engine results pages, increase organic traffic, and ultimately boost
their online visibility and success.
