Keyword research

Before you start writing a content, make sure you have done proper keyword research. To get more site traffic, content optimization is important.

Before you start with your keyword research, you should consider the following aspects in mind:

1. Google keyword planner

In 2016, Google Keyword Planner came up with a huge change. As per the change, users who do not spend sufficient money on Adwords will not have access to the Keyword Planner tool.

Later in March 2018, Google came up with a new rule. They will deactivate the Adwords accounts that have not spend anything for the last 15 months.  And then almost at the same time, Keyword Planner brought some new features for both PPC and SEO.

2. Keyword optimization or user experience

Earlier keyword research was done only to find the best keywords that have a high search volume. The keywords were then stuffed in the page content to get better SERP ranking. But now, keyword research has become complicated.

3. Google RankBrain algorithm
This algorithm considers two things-

• User interaction with search engines
• The intention of the search

It was fully implemented in October 2015. According to Google, RankBrain is third in the terms of ranking signal. It is an algorithm that incorporates machine learning. It understands the search queries made and measures the level of user engagement.

Important factors for keyword research

Long Tail keywords that have high search volume and low difficulty of a keyword are the three most important factors for keyword research.

1. Long Tail keywords and search volumes

If you have a website that publishes various pizza recipes, you should focus on long tail keywords rather than the word “Pizza”.

If you search for pizza on Google, search result has Pizza Hut and Dominos on the top. It will be very difficult to compete with them. Also, the word pizza is not very related to your website.

Long tail keywords have fewer search volumes but plenty of opportunities for you. Users who come to your website with long tail keywords will have more engagement with your content. And thus, more conversion rates. Long tail keywords show specific results, And its easier to rank on the top for such keywords.

2. Keyword Difficulty

It is a metric tool for keyword research. It indicates the value for any keyword on a scale of 0 to 100. The higher the value, the more difficult it gets to rank for it. There are many tools available for calculating the keyword difficulty. The most trusted one is Semrush.

3. LSI Keywords

LSI stands for latent semantic keywords. These keywords are related to the main keyword in a semantic manner. LSI keywords keep changing based on the latest trends. LSI graph is a great tool to get LSI keywords for your main keyword.

What to avoid in keyword research?

• Do not select a keyword that has more chances of being searched.
• Do not rely on just Google Keyword Planner to do keyword research. There are many other tools available.
• Do not choose just 2 to 3 keywords and use them all over your page title, meta tags, HTML tags, and alt tags.