In this article we will see how to choose your keywords to improve your SEO. We will therefore see what SEO (search engine optimization) is.
We will also see the principle of the long tail. Finally, we will see methods that will allow us to position ourselves on keywords.
Search Engine Optimization (SEO)
Generating traffic on a website is the key to success. Because no audience means no interest, no visibility, no conversion, no propagation and therefore no business.
The purpose of a website or blog is to attract, conquer to better retain and then monetize.
There are different ways to generate traffic on your blog with advertising, emailing campaigns, social networks..
Today we will focus on SEO (search engine optimization). SEO is the natural (and therefore free) referencing within the results of search engines (Google for example).
The goal of SEO is to improve the visibility of your blog through its internal optimization but also through its external optimization.
SEO is a long-term process. Indeed, SEO actions have a latency period of one or even two months before they are visible.
Internal optimization (on-page)
To create traffic to your blog, the goal will be to create quality content by bringing maximum value to your readers.
Indeed, by reading a quality article, the reader will be tempted by the content of another article in your blog.
Google likes it when your blog visitors read many of your articles. This allows him to see that your blog is interesting and provides value-added content.
Today, it takes between 1,500 and 2,000 words to get a good article.
Indeed, for Google an article of 300 words will not be well positioned although it may be interesting from the reader’s point of view.
The objective is to optimize the content of your article by using appropriate keywords by inserting them in strategic areas of your content (titles, images, url link, at the beginning of the article…).
The Yoast SEO plug-in is a real ally to optimize your content. In addition, it is free of charge.
Optimizing the speed of your blog is also one of the parameters to take into account to improve the positioning of your blog.
The WP Fasted cache plug-in allows you to improve the speed of the blog by clearing the caches. Another plug-in (WP smush) allows you to compress the images of your blog and thus allow a faster loading of the articles.
There are a lot of other tips to improve your SEO but the basics are there. But don’t forget the objective before you think about optimization and thinking about the human being who will read you.
If you want to optimize your blog too much, you risk not being understood by the reader.
External optimization (off-page)
We saw that we could optimize our blog and content to have a better positioning on search engines.
There are methods external to your blog that will allow you to have traffic naturally.
First, by doing articles on other blogs (guest articles) you will be able to capture some of the traffic of the blog in question, which is not insignificant.
The objective is to write a quality article and bring a maximum of value. The blog in which you will publish will be delighted since it is free content for him.
On your side, thanks to the link pointing to your blog, you get the traffic of the blog in question.
Then, being active on forums can also be a good solution to attract traffic to your blog.
Indeed, by helping and regularly posting content in the forums you will attract traffic thanks to the signature you will then put at the bottom of each post you have made.
Here again, there are many techniques that allow you to develop your blog traffic. Now let’s focus on how to choose our keywords.
The long tail to choose your keywords
The long tail is a concept widely used in the field of natural referencing.
This approach to natural referencing refers to keywords that each attract few visitors to a website, but whose accumulation can represent a significant part of a site’s total traffic.
The long tail is generally made up of little-used words or at least little-known synonyms which, because of their low use by Internet users, will be less competitive: if less research is done on these keywords, it is easier for websites to obtain a good position in search engine results.
Generally speaking, the longer the expression used by the Internet user, the more likely it is to be part of the long tail.
Short expressions of 1 to 3 words are generally excluded.
The long tail of SEO is constantly evolving, since 20 to 25% of Internet users’ requests are new and therefore unknown to search engines.
The method for choosing keywords
Search for keywords
First of all, the goal is to open a Google Adwords account that is free. The goal once connected will be to go to the keyword planning tool. This will help us to choose his keywords.
The tool therefore offers us a multitude of keywords in relation to the keywords we had proposed.
The goal will be to extract this file with an Excel table and analyze each of the keywords via a broad query and an exact query.
To analyze the keywords with Excel the goal will be to download the file in Csv format. By pressing download.
Once the file is downloaded, we end up with a table that we will sort later.
The goal will be to keep only the Keywords (B) and Avg columns. Monthly Searches (D).
We will add some additional columns. This will allow us to do a comparative analysis and choose the most relevant keywords.
In the average of the monthly searches, the goal will be to put a number that corresponds to the average of the monthly searches. This will then allow us to calculate our ratio.
For example, for a search between 10k (10,000) and 100k (100,000) per month, 55,000 should be entered in the column. You can use a condition formula that automates this task and avoids having to type all the lines by hand.
Analysis to choose keywords
Then let’s move on to the wide query column. In this column nothing could be easier. Just go to the Google search engine and type in the keyword you want to analyze. In our example, the first keyword is: create a blog.
We need to know how many results it will generate by making an exact query. To create an exact query on Google, simply put the keyword in quotation marks.
For example, if we notice that Google generates 905,000 results for an exact query, we will enter this data in the columns of our Excel file.
To calculate the broad query ratio, simply divide the monthly search average we had previously calculated by the number of Google results on this query (55,000 / 14,900,000).
The same thing is done with the exact request. Here again, an excel calculation formula makes it possible to automate all this. Finally, the goal will be to average the ratios.
We see in our first example that the ratio is 0.0322.
The higher this ratio is, the lower the competition on the analyzed keyword will be. It will therefore be easier to position yourself among the best results on Google.
This is a useful technique to choose relevant keywords and thus better position yourself in search engines.