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1.1. How to choose and add Keywords?


Understand what a long-tail keyword is

Before you get started with the Keywords tool, it's important to understand the difference between broad keywords and long-tail keywords. 

When you're first getting started, you definitely will want to start by targeting long-tail keywords, which are easier to rank for and bring in the most relevant traffic. In this part, you will learn how to use the Keywords tool to find these long-tail keywords.

Here's a description of every characteristic that a keyword must have:

  • Searches - the global monthly searches for the broad match of the keyword; sometimes it could be also a global monthly searches for the exact match of the keyword (ex.: Hubspot)
  • Difficulty - how hard it will be to rank well for this keyword. It's often based on a scale of 0-100. Any keyword with a difficulty above 70 is considered extremely difficult to rank for. When you're first starting out, you'll want to target keywords with low difficulty (between 0-40) and then work your way into medium difficulty keywords (40-60) when your site starts getting more traction, and so on.
  • Visits - how many visits you had after the user searched for this keyword. It can be calculated via organic search.
  • Leads - how many leads you had after the user searched for this keyword. It can be calculated via organic search.
  • CPC - the approximate cost per click if you had been running a Google Adwords campaign targeting this keyword.
  • Rank - your site's approximate ranking for this keyword in the Google search results. Anything between 1-10 would be page one, between 11-20 would be page two, and so on. Note that you may observe a different ranking in Google; every user's results are different based on location and personalization settings. The number here is an approximation.
  • Campaigns - how many campaigns this keyword is assigned to.
  • Created - the exact date on which you added a keyword to the Keywords tool.

Now that you understand how to read the data, remember that you will want to target long-tail keywords that are very relevant to your business. Long-tail keywords generally have a lower difficulty score, and are easier to rank for. The low-hanging fruit that you should target are the keywords with a higher number in the Searches column and a lower number in the Difficulty column. This means that the keywords are easy to rank for, but a decent number of people are searching for them.

Get recommended keywords to target

Low Ranking are consider "rankable" keywords. Not only will these keywords be easy to rank for (high number of searches and low difficulty), but you're also already ranking for these keywords on pages two through six of the Google search results, so there's a great opportunity for you to move onto page one. Select one of these keywords and Blog This which is to write a blog post optimized for this keyword right away.

Keep in mind that you will still want to go after keywords that have a low difficulty and higher search volume in which you're NOT already ranking on the first seven pages

See where you can overtake your competitors

You can see which keywords you have the opportunity to beat out your competition in here:
Find keywords that they are ranking well for, and the difference between your rank and their rank according to the Difference column is minimal. Then focus your SEO efforts on those keywords to try beating out your competition!

Tools for keywords research

Free Tools
  • Google AdWordsrecommends keywords based on a keyword you enter or a URL you have the tool analyze
  • Google Keyword tool: includes the keywords and other important tool from Google and other search engines.
  • Google Insights
  • Google Suggestionshows frequently search for phrases starting with the words and letters in your query.
  • Google Trends
  • Microsoft adCenteris a keyword research and optimization tool that operates in Microsoft Office Excel 2007 and 2010
  • SEO ToolbarFree toolbar that adds a dozen keyword research tools right in your browser. Pick your favorites amongst them and search all of them with 1 click whenever you want to do keyword research. (ONLY FOR FIREFOX)

Free Trial Tools
  • DIYSEO:  (30-day trial)
  • Keyword Strategy: (30-day trial)
  • SEOMoz:  (30-day trial)
  • Wordtracker: (7-day trial)
  • Wordze: (30-day trial) nice for generating decently large keyword lists quickly and inserting them into paid search campaigns.
  • WebCEO: (15-day trial) (check the Media Submission form for the login name and password)
Payment Tools

Subscription Tools

See if you rank for any search queries for your business. Add keywords to track your exposure on search engines, and grow it over time.

Get local city names for geographic search.

Choose long keyfrases more specifics.

No big keywords because there are too many competitors, with good pagerank, too much traffit not targeted. Tool you need to use to find long keyphrases:
  1. Adwords Keywords generator. Choose less competition and high local searches (less than 300.000 results). Click here
  2. Adwords Traffic to estimate how much is the competition and trafic for specific keywords. Click here
  3. Seo quake plugin for Firefox or Chrome and the guide,  to understand our competitors pagerank and search engine positions   Click here
  4. Search Grader Simple tool to determine how a given website is performing in terms of ranking organically for keywords in Google. Click here

Choose one of the following:

  • A keyword - get a list of keywords that are similar to the keyword you entered
  • Your URL - get suggested keywords from your own site
  • A competitor's URL - get suggested keywords from your competitor's site to try to overtake them in the rankings

What to do list:

  1. Make a list of the most specific long keyfrases
  2. Eliminate high competition keyfrases
  3. Eliminate keyfrases with cost per click higher than $1
  4. Eliminate keyfrases with more than 400.000 results in google
Keyword/ keyword phrase analysis is performed across all of the major search engines. We optimize for the keywords that are important to the business. We look for the precious words that were so far overlooked and that have high potential to bring relevant customers to the web site. 

Our keyword analysis strategy can determine which words will bring the most desired results. Our reverse metrics and competitive analysis also help deliver only the best possible keywords. Most of the changes made to the web site will be completely transparent to the web site visitor. Our recommendation is to add anchored text with absolute paths with our Section 508 W3C Web Consortium approved attributes. This will enhance the user experience, making site navigation easier.

Keywords can be useful also for improving the website structure. Here's an example with a silos-type structure for Mondosol website.Click one of the image to enlarge.

Why use it
Keyword research for Mondosol
keyword integration with Mondosol website structure

Here's some keywords in italian that we can use.