Keyword Research 101: Understanding the Basics

Keyword Basics: The Foundation of Your SEO Strategy

Keywords are the backbone of search engine optimisation (SEO). When people search for something on Google, the terms they type in are called keywords. By aligning your website’s copy with the right keywords (and putting them in the right place) you can boost your site’s visibility and increase qualified leads.

What Is a Focus Keyword?

A focus keyword is a word or phrase you choose to emphasize in your content to improve your chances of ranking in search engines. It acts as the main theme of your page, telling search engines (and your readers) what your content is all about.

For instance, if your business specialises in eco-friendly skincare, you might want to use terms like “natural skincare solutions” or “organic beauty products” as your focus keyword. This keyword should appear in critical areas like your headlines, meta descriptions, body copy, and even image alt text.

It’s not about stuffing the keyword in every sentence, just sprinkle it naturally throughout your content. This helps your website climb higher in search results, making it easier for potential customers to find you.

Tip: The best focus keywords are the ones that resonates with both your audience and the content you’re producing. It should feel like a natural fit!

Short-Tail vs. Long-Tail Keywords: Which One Should You Choose?

Keywords generally fall into two categories: short-tail and long-tail. Let’s break down the differences:

Short-Tail Keywords

These are simple, broad search terms consisting of one or two words, like "coffee" or "coffee shop." While they attract large search volumes, they’re fiercely competitive, making it tough to rank for them.

Long-Tail Keywords

In contrast, long-tail keywords are more detailed phrases, typically three or more words, such as "best coffee in Melbourne" or "best brunch in Melbourne." They may attract fewer searches, but they’re easier to rank for due to their specificity.

Which Is Better?

This really depends on your goals. If you want to cast a wide net, short-tail keywords might be worth a try. However, if your focus is on attracting a highly targeted audience, long-tail keywords could be your best friend. Ideally, you want a good mix of both.

Where to Place Your Keywords for Maximum Impact

Once you’ve found your keywords, the next step is knowing where to place them to increase your SEO. Keywords can be integrated into several key areas of your site:

1. Title Tag: The clickable title that shows up in search results. It’s the first impression for both users and search engines, so make sure your focus keyword is present here.

2. Meta Description. This brief summary appears under your title in search results. Use your keyword here to encourage clicks.

3. Header Tags (H1, H2, etc.): These structure your content and signal to search engines what’s most important. Incorporating your keywords here can help boost your SEO ranking.

4. Body Text Include your keywords naturally within your article, blog post, or page copy. No keyword stuffing, just keep it relevant!

5. Image Alt Text: Google doesn’t “see” images the way we do, so using keywords in the alt text helps it understand what’s on the page.

6. Blog Excerpt: This summary shows up in search results and should also include your focus keyword.

Four SEO Metrics Every Marketer Should Track

Understanding keyword placement is just the beginning. Tracking your progress is essential for refining your strategy. Here are the four key SEO metrics to keep an eye on:

1. Keyword Ranking

This metric tracks where your website appears in search results for specific keywords. The higher your ranking, the more likely people are to click on your link. Monitoring this metric helps you evaluate the effectiveness of your SEO efforts.

2. Keyword Difficulty

This measures how challenging it is to rank for a particular keyword based on competition. Keywords with lower difficulty scores are easier to rank for, while high scores require more resources and effort.

3. Search Volume

Search volume tells you how many people are searching for a particular keyword each month. Higher volumes indicate greater interest, but they also often come with higher competition.

4. Click-Through Rate (CTR)

CTR is the percentage of people who click on your link after seeing it in search results. It’s a great way to gauge how compelling your content is.

Pro Tips for Choosing the Right Keywords

- Look for high-volume keywords that aren’t overly competitive to maximize your chances of ranking.

- Start with long-tail keywords that cater to niche audiences, they’re often easier to rank for.

- Combine keywords related to your services, location, or frequently asked questions to create powerful long-tail phrases.

- Track search volume to ensure that there’s enough interest in your chosen keywords to justify optimising for them.

Keyword Research: It’s a Marathon, Not a Sprint

SEO success doesn’t happen overnight. It requires time, patience, and consistency. Keep creating valuable content, refining your keyword strategy, and tracking your metrics, and eventually, you’ll see the payoff.

Remember, it’s all about persistence, play the long game, and your website will gain the visibility it deserves!

If you’d like to dive deeper into SEO, please reach out or view my SEO services.