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No website will rank high in the Google browser if it is not optimized. Optimization in this respect must be based on properly selected keywords. Thanks to them, you will effectively redirect traffic to your website and ensure its high popularity in the search engine, even a place in the top 3. From our article you will learn:
Selecting keywords is not an easy task. Thanks to many tools, it is possible to effectively implement this process. Both paid and free solutions are available on the market. The most important of them will be reviewed below.
This is a free tool that requires running a Google Ads campaign. This is possible after logging in to your Google account via https://accounts.google.com/Login.
Keyword analysis using Keyword Planner allows us to:
Keyword Explorer is a database of keywords that can be accessed after creating an account at https://app.senuto.com/register. This solution is paid, but a 14-day free version is available.
Using Senuto, it is possible not only to collect key phrases in any language, but also:
This keyword research program is free. Access to more advanced features requires creating an account via https://app.semstorm.com/user/register?destination=user/login.
Thanks to Semstorm, we will check both simple answers regarding searched key phrases, questions related to them (e.g. "where is the car mechanic Kraków 24h?"), as well as keywords with prepositions ("to", "from", "in", "with ” etc.). The search can be limited to selected cities, such as Warsaw or Krakow.
This is a plug-in for the Google Chrome browser. We can download it via the Google Play Store at https://chrome.google.com/webstore. It allows you to check phrases similar to the searched terms, as well as a list of queries.
Google statistics help with keyword analysis. They present current trends in the popularity of key phrases in terms of time period (e.g. last hour or last 30 days) and location. Thanks to them, we can check the seasonality of key phrases, i.e. how often they are searched for in particular periods. Such options are available at https://trends.google.pl/trends/?geo=PL.
Other tools
We can check the popularity of keywords using other programs, e.g.:
Free ways to analyze keywords are available in the Google browser. By displaying keywords, Google presents suggestions for similar searches that have recently been performed by other users. This is done in two ways.
The first one involves autofilling passwords that are entered into the browser using suggestions. In the case of the phrase "TV" it may be "32-inch TV" or "55-inch TV".
The second way is to display related searches at the bottom of the SERP page.
The tips obtained in the SERP can be helpful for us when determining key phrases.
Key phrase analysis is an essential stage of positioning. It allows you to determine the words that best describe the content of your website and then use them to help Google robots and users find your website. This will ensure an increase in website traffic and its level of popularity.
An SEO content audit involves determining which keywords our website is visible in search results. This is made possible by Google Keyword Planner and the "Start with a website" option - all we need to do is enter the name of our website and the program will display the most frequently entered keywords related to the website. It's also useful to take advantage of autocomplete terms and display related searches in the Google browser.
After completing the audit, we can select keywords that will be used during positioning so that the website is clearly visible on the SERP. Before this happens, it is desirable to write down all the entries that describe a given website and the activities conducted within it - e.g. for a footwear wholesaler, these will be expressions such as "shoes", "men's shoes", "children's shoes" or "high-top footwear". It is important to use synonyms so as not to miss any important words.
Competition analysis in terms of best-matching keyword phrases can be performed using Senuto or Semstorm. This option is also available in Google Planner - just use the "Start with a website" function and enter the name of a competing domain or website, and keywords related to it will appear. Thanks to this analysis, you can obtain previously omitted phrases.
To organize the collected words, sort them based on the selected criteria. Later, this will make it easier to plan and implement marketing activities. Criteria may include:
The idea is to assign previously selected key phrases or groups of keywords to individual subpages. Pay attention to avoid placing the same phrases on different subpages. This results in SEO cannibalization, where optimization for different URLs is based on identical phrases.
Determine the competitiveness of your keywords
The competitiveness of phrases is the most important parameter that affects the effectiveness of positioning. Using this indicator, we can see how many companies are fighting for a high position in the browser using specific phrases. The more competitive the phrases, the more difficult positioning is.
We can use Senuto to determine the competitiveness of keywords. Google Keyword Planner is also useful, where we can check the CPC parameter ("top of the page bid"). It determines the cost of clicking on ads - the higher it is, the wider the competition.
Selecting key phrases should be based on user intentions, i.e. what they expect and need. It is worth putting yourself in the shoes of different groups of users, i.e. both those who do not yet know what to buy (they are at the first stage of the sales funnel) and those who are precisely aware of what product they are looking for (the last stage of the sales funnel ). A good solution is to use Google suggestions, which show what types of queries are most popular for specific phrases.
Taking into account such parameters is possible using Google tools (frequency - Keyword Planner, seasonality - Google Trends). Thanks to them, we can effectively match key phrases, e.g. to activities conducted in selected seasons, i.e. winter (ski stations).
You should designate keywords in terms of the purpose they are intended to serve. In the case of an e-shop, use product phrases. In turn, informational keywords will be the best for a blog. If your website functions as both a store and a blog, then use product and information phrases at the same time. These phrases should be updated each time the purpose of the website changes.
It is best if you can find key phrases for each of the separated groups (categories of products and services, brand, user intentions, location). Thanks to this, you will reach a diverse target group with your offer - the website will appear in search results taking into account many key phrases. In addition, brand awareness will be built faster.
In modern marketing, keywords play an important role. With their help, you can effectively promote yourself and get ahead of the competition, which helps you achieve market success.
Only when we select the key phrases appropriately can the website be positioned correctly.
In this case, use various programs (Google Keyword Planner, Senuto, Semstorm) and base your keyword analysis on checking the competitiveness of phrases, determining user intentions and verifying the frequency and seasonality of searches.
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