The most straightforward challenge pertaining to being an SEO expert is memorizing lists of technical terms, meanings and applications.
The real challenge comes down to arranging these fascinating concepts in a way that leads to the execution of a cohesive strategy.
The credit for helping to break down this section of the article goes to Pageonepower. Their work is thorough enough to intrigue advanced SEO specialists.
Here are the five attributes to consider when selecting key terms:
- Type of Keyword
- Search Volume
- Searcher Intent
- Keyword Difficulty
- Associated SERP features
A. TYPE (LENGTH) OF KEYWORD
Seed Terms (Short Keywords)
These tend to be transactional in nature.
- Single word
- Top of the sales funnel
- Low conversion rate High volume High competition
Body Terms (Medium Keywords)
These are ideas for blog posts.
- 2-3 words
- Middle of the sales funnel
- Mid-level conversion rate
- Medium volume
- Moderate difficulty
These tend to thoroughly address specific queries.
- 4+ words
- Bottom of the sales funnel
- High conversion rate
- Low volume Low difficulty
B. SEARCH VOLUME
How many people are searching for your key term per month? Short tail keywords will expose you to a relatively larger audience, though you’ll likely convert fewer users. Long tail keywords expose you to a smaller audience, though these searches are more likely to click on your page for closely matching with their specific interests.
C. SEARCH INTENT
You need to understand why users are searching before you can understand how to satisfy them.
An easy way to identify how Google algorithms understand search intent is to ask google. Enter your key term into your search engine. Take a look at the pages that come up? Are you planning to compete with blog posts, product pages, brand pages or navigational pages?
Next time you find yourself on a search results pages, learn to spot the difference between these types of queries/pages:
These queries provide ideas for blog posts and FAQs. Most users on the internet are curious. Establishing your brand as an authority in niche relevant information is a quick way to impress both your audience and search engine algorithms.
Example: [How to be more productive]
These queries indicate that the user is in the exploratory phase of the buying process. They are researching and making comparisons to inform a future buying decision.
Example: [best laptop for school]
These queries indicate a strong willingness to buy.
Example: [Laptop price]
Navigational Queries –
Make it easy for users to learn more about you.
SEO isn’t only about finding new visitors. It’s also about growing the number of returning visitors. You are just as responsible for the user experience of your site. Take care of your users’ journey by mapping out strategy navigational queries.
To help convert more users on your site, you ought to understand user behaviour. Navigational queries offer you the opportunity to assist users who are already familiar with your brand.
Example: [Apple repair shops]
D. KEYWORD DIFFICULTY
How many competitors are already ranking for your target term with high-quality content? How strong is the backlink profile of the pages appearing on the first search result page of your target term? Best to aim for low hanging fruit before setting our sights on competitive terms.
E. ASSOCIATED SERP FEATURES
Again we remind you to perform a search for your target keyword. This time, it’s because you ought to take a peek at how search algorithms are responding to your query. Here are some additional SERP features you may come across:
- Adwords (Bottom)
- Adwords (Top)
- Featured Snippet
- Image Pack
- In-Depth Article
- Knowledge Card
- Knowledge Panel
- Local Pack
- Local Teaser Pack
- News Box
- Related Questions
- Shopping Results
- Site Links
Perhaps the finest explanation of SERP features can be found at here, moz’s serp explanation.
If you want your page to rank on Google’s first search engine result page then take a look at how google is arranging and prioritizing information on the first page.
Successfully ranking for a target online requires SEO strategy
Now that you understand all the key attributes that make up your keyword strategy, time to learn how to group them. We are going to show you how to put a strategy together.