Notes

How to do a proper keyword research
the keyword research, it's the research of a word that matches the research of our target users. For example, if I search for the best pastry shop in Italy on Google, I will have different results, each of these sites that will appear uses the keyword that is related to my research. We have two types of keywords: long tail and short tail. Short tail keywords are for example the word "SEO", long-tail keywords contain more than one word and can be for example the phrase "best sites for SEO". We have two keyword characteristics to consider: search volume, so how much the keyword is searched for each month and the competition, so how many sites use that same keyword you want to use. We usually have pros and cons for this two types of keywords. Short-tail keywords have a lot of user research as their pro but have a lot of competition as con. Long-tail keywords have low competition as their pro but low search volume as con. For those who have a new site, it is more difficult to have a high ranking because their sites have little authority. Authority is gained over time, with the constant creation of high-quality content, is gained also following SEO procedures, getting many clicks and getting backlinks. So when you have little authority it is better to use long-tail keywords, because since there is less competition we have more chances of appearing in the first results and from there we will gradually develop authority and then we will start using more competitive keywords. We have different types of free tools that allow us to do our keyword research and they are Google Keywords Planner, Ahrefs, Ubersuggest, Keywords Finder, Answer The Public, Keywords Everywhere. We can also use something that isn't meant for keyword research but can be very helpful to find useful keyword ideas. For example Wikipedia, we can simply search the topic we are interested in and then go to the contents section, there we can click the keywords that seem useful and see there if we can find more of them. We can also use Reddit, Quora, forums, Fb groups. Then we can insert all these keyword ideas on Ubersuggest (but you can choose the tool you prefer). There we can see the monthly search volume and the competition. Then we put all the keywords in a google doc sheet. Next to them we insert the search volume and the competition (the keyword difficulty value). Let's divide the search volume by the competition and let's write the result next to them. The keywords with the highest results have a better chance of ranking high because they have less difficulty. Now, however, we need to analyze the competitors to have more elements to decide whether or not it is convenient to use a certain keyword. So let's choose 10 keywords that have had good results and that we want to use. Let's search for these keywords on google one at a time. Download Moz bar extension which is free and will allow us to see the authority of each competitor. If we find on the first page of search result competitors with low authority so less than 50, we have some chance of ranking. Then choose from the remaining keywords the one you want to use as your main or primary keyword. In addition, to have clearer ideas on how to structure the keyword within the site we can use seo site checkup or meta seo inspector to see how competitors have managed the main keyword, its variations, its synonyms and the keywords related to the main one. A fundamental thing to understand about keywords is the search intent or we can explain it with this question: people who are searching a specific keyword what are they looking for? We have different types of search intent. It s Navigational when someone already knows what they are looking for, like a particular brand. Digital marketing blog when someone has a question and is looking for an answer. Commercial when someone is about to buy something but isn't sure yet, they need to know more about the product. Transactional basically someone who is looking for something he wants to buy. So you have to know the type of search intent of the keyword you want to use, for example if we use an informative keyword but our goal is to sell a product, It's not the best choice. Always remember to use consistency in your choice of keywords with your goals. Within the text it is essential to use keywords that are semantic variants of the primary one, this will help the ranking a lot. Also Check the density or the total number of your keywords on the page and compare it with your competitors to understand more or less the right density that allows you to rank. Absolutely avoid keyword cannibalization, that is different pages of your site that use the same keyword. But how to avoid this? First of all it is allowed to use the same keywords if they have different search intent. If you have multiple pages with the same primary keyword and with the same search intent you need to use the canonical tag to indicate to google the page you want to rank instead of the others. Not sure if you have chosen the same keywords for different pages? No problem just write on google the site url and the primary keyword, and if more than one page comes out then the phenomenon of keyword cannibalization is taking place.




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