The most important element of any website's ranking is its keywords. While searching for a particular phrase or search term, keywords can help potential customers land on your website. Search engines like Google or Bing will read your website's content for keywords and rank you accordingly.
However, in order for your content to be relevant and filled with quality signals, it's not enough to just focus on one keyword. That's why content creation should strive to attract, engage, and retain customers.
It is nevertheless easier to create content that resonates with your target audience when you have a clear understanding of the keywords associated with it.
We've compiled a list of the most commonly used keywords among marketers to help you understand which ones will fit perfectly into your content.
Types of Keywords by Length
Short-tail keywords
Short-tail keywords, also known as head keywords, are made up of three words or less. These are the most generic words, which people use when they are at the very first step of researching for stuff, such as "winter boots", "dog food" or "SEO". Short-tail keywords have a high search volume but as well as high competitive rate, which means a low conversion rate.
Medium-tail keywords
Medium-tail keywords are 3-4 words in length. Despite providing a little more detail, they are still generic in their results. Examples are: black leather winter boots, dog food for puppies, SEO of e-commerce website.
Long-tail keywords
Long-tail keywords consist of more than 4 words. In spite of their low search volume, detailed keywords are typically used by buyers who are ready to make a purchase. In other words, long-tail keywords are the most effective for achieving conversion goals. As an example: Dr. Martens men`s winter leather black boots, Purina pro plan fortiflora canine probiotic dog food, SEO for the online vegan store in USA.
Intent targeting keywords
Informational Keywords
A person searching for information to answer doubts about a certain topic hopes to find useful information that will help him resolve what he is looking for. Typically, these searches start with “who”, “what”, “when”, “where”, “why”, “how”, “can”, “do”, and “does”. Examples are: how to clean leather boots, when to feed a dog, what is SEO.
Navigational Keywords
The navigational keywords suggest that the user intends to navigate to a certain page, which they are probably aware of already, but do not directly type the web address because of some reason. Examples are: Dr.Martens website, Purina Amazon, Google Search Console. In terms of navigational keyword optimization, there is little to do since your brand's consumers already know what you stand for. Just keep the website interface self-explanatory and the organization clear.
Transactional Keywords
Transactional keywords, commonly known as buyer keywords, are used in digital marketing to attract visitors who are ready to purchase a product or service but hesitate between several options trying to get the best deal. These keywords are “best price”, “bestseller”, “sale”, “one more left”, “top”, and “discount”.
LSI keywords
LSI stands for Latent Semantic Indexing keywords. These are thematic keywords that are closely related to your main keyword. Assuming that dog food is your primary keyword, LSI keywords for it can include things like a dog bowl, dog treats, or dog nutrition. Google search engine takes into consideration the title tag, URL, headlines, content, image alt text, primary and secondary keywords along with the LSI keywords to properly determine the exact topic of your page. It means, by using LSI keywords your content will show up for various keywords that users search for.
Competitor keywords
Competitor keywords make it possible for your company website to appear in the same search engine results as your rivals, giving it an equal chance to attract visitors. They also present a chance to enhance what is already available by going back and improving on previous content linked to rival keywords. There are tons of fantastic tools available that have been created with the sole purpose of making keyword research easier and giving you the data you need to choose your key terms.
Each of these keywords possesses its own unique power, which can multiply your SEO efforts depending on the situation where they are used. But keep in mind that too many keywords can actually harm a website rather than benefit it. It is essential to utilize them strategically - to use specific keywords at the right ratio so that you can generate more traffic and rank well.
A properly structured piece of content has far wider value than most businesses realize.
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