SEOKeywordMastery
SEOKeywordMastery
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SEOKeywordMastery
TableofContents
Table of Contents .................................................................................................. 3
Introduction ............................................................................................................ 4
Keyword Use Has Changed .................................................................................. 6
Keywords in 2017 And Beyond ........................................................................... 10
Keyword Types .................................................................................................... 11
Keyword Tools Compared ................................................................................... 15
Term Explorer .................................................................................................. 15
SEMrush .......................................................................................................... 15
Moz Keyword Explorer ..................................................................................... 16
Keyword Snatcher ............................................................................................ 17
Ahref Keyword Explorer ................................................................................... 17
Long Tail Pro .................................................................................................... 18
Conclusion ........................................................................................................... 19
Resources ........................................................................................................... 20
SEOKeywordMastery
Introduction
SEOisatopicthatistypicallyextremelymisunderstood.Becausethings
changesorapidlyandsodrastically inthearena,bad informationand
outdated information is circulated as truthmore often than not, and
evensomeso-calledexpertsaren’tactuallysurewhat’strueandwhat
isn’t. Google and other search engines deliberately keep their
algorithmssecret,notonlyfromtheircompetition,butfromthosewho
mightabusethesystemiftheyknewforsurehowitworked.
Thismeanswhatinformationwedohaveislargelybasedonanecdotal
evidence and second-hand information from other people who have
performedtestingandtrackingtocreateaneducatedguessaboutwhat
mayormaynotwork.
Thankfully,wedohavesomeinformationthatisrelativelycertaintobe
correct.This ismostlybasedonthoroughtestingbySEOexperts,so it
can never be assured to be 100% accurate, however most of this
informationisgenerallyagreedintheSEOworldtobetrue.
SEOKeywordMastery
There is one thing that is definitely agreed on by nearly every SEO
expert out there, and that is that keywords are still important. They
don’twork exactly the sameway as theyused to, but they are still a
very important part of SEO, and that’s what we are going to
concentrateoninthisguide.
Keywordswill probably always be a vital component of SEO, because
that’s the primary thing search engines use to rank websites when
people search for specific terms, however how those keywords are
usedhaschangedsignificantlyoverthepastfewyears.
Let’s get started, and you’ll learn more about the importance of
keywords,andhowto findtherightonesandmakesureyou’reusing
themcorrectly.
SEOKeywordMastery
KeywordUseHasChanged
The first thing I want to stress is that keyword use has changed
drastically over the past decade. At one point, all you had to dowas
stuffapagewithabunchofkeywordphrases,andyoucouldrankfora
lotof thosephrases.Sometimesyoudidn’tevenhave touse relevant
keywords.
If you just repeated100different keywords twenty timeseach, you’d
haveaprettygoodshotat ranking in the top10 forat leasta fewof
those keywords, especially with a little bit of extra effort like using
headingtagsorevenhiddentext(makingthetextthesamecolorasthe
background).
Of course, search engine algorithms have gotten a lotmore complex
and a lot smarter. If you attempt tactics like that these days, you’ll
probablyjustgetyoursitebannedfromthesearchenginesentirely.
SEOrequiresa lotmoresubtlety thesedays.Youcannotuseall those
shadytacticsandexpecttomakeittothetop,evenforlesscompetitive
keywords.
SEOKeywordMastery
Searchenginesaremuchsmarterthantheyusedtobewithregardsto
keywords.Forexample,itusedtobethatifyouwantedtorankonthe
first page for the keyword phrase “underwater basket weaving” you
had to have that exact keyword phrase on your pagemultiple times.
Now, it’s possible to rankon the first pagewithout having that exact
phraseonyourpageatall.
Ofcourse, ifyoudohave itonyourpage,youcertainlyhaveabetter
chanceofrankingwell.However,otherfactorscanpushyoutothetop
evenifyoudon’thavethephraseonyourpage.
There’salso somethingcalled latent semantic indexing,or LSI. LSI isa
complex process, but basically it involves the search engine’s system
taking a look at a wide range of documents, comparing them to see
whichwords theyhave in common,anddetermining relevancebased
notonlyontheindividualpageitisanalyzing,butothersitbelievesare
similar.
If you have “how to weave baskets under water”, Google would see
that as contextually similar to “underwater basket weaving”. The
searchengineisabitlikeartificialintelligence,becauseitcan“learn”by
SEOKeywordMastery
analyzingbillionsofpagesforsimilarities,anditcanfigureoutcontext
by realizing that many other pages that contain “underwater basket
weaving”alsocontainthewords“howtoweavebasketsunderwater”,
anditrealizedthosetwophrasesmustbecontextuallysimilar.
Even though the search engine itself knows absolutely nothing
whatsoever aboutunderwaterbasketweaving, it is able to figureout
whatthosepagesareaboutsimplybecauseofhowoftenwordsappear
onotherpageswiththesamegroupsofwords.
YoucanlearnmoreaboutLSIhere:
>>http://www.seobook.com/lsi/lsa_definition.htm
Remember to keep inmind that justbecause youcan rankwell for a
phrase that doesn’t appear on your pagedoesn’tmean youwill rank
well for that phrase. Thus, it’s always better to have those exact
phrasesonyourpagewheneverpossible.
Themost important thing to take away from this is that you do still
need tohavekeywordsonyourpages inorder forGoogle (andother
search engines) to figure out what your page is about, but you no
SEOKeywordMastery
longer have to worry quite as much about incorporating specific
keyword phrases or anything like that. As long as you research your
keywordsandincludeafewmainkeywordphrasesonyourpages,the
restwillfallintoplacenaturally.
SEOKeywordMastery
Keywordsin2017AndBeyond
Thefutureofkeywordsisnevercertain,butonethingwe’reprettysure
aboutisthatkeywordresearchwillprobablyalwayshavesomesortof
significancebecausethere’snotmuchelsesearchenginescoulduseto
indexsites.Keywordsarealwaysgoingtobenecessaryinsomeway.
Keywords aren’t useful only for search engine rankings. They’re also
extremely helpful for coming upwith article titles and ideas. They’re
also useful for sites like Pinterest, as well as any paid ads youmight
create.
So you see, keywords are still important for many different reasons,
includingforSEO.Soit’simportanttofindakeywordtoolthatisagood
fitforyouandtouseittofindkeywordsforyourbusiness.
Let’stakealookatthedifferenttypesofkeywords,andwhichonesyou
shouldfocuson.
SEOKeywordMastery
KeywordTypes
Therearethreemaintypesofkeywords.Allthreetypesareimportant,
butyoushouldfocusmoreofyoureffortsontwoofthem.
Thethreemaintypesofkeywordsare:
• Primary
• Secondary
• LongTail
Primary keywords are those keywords that everyone thinks of when
theyresearchkeywordsonaparticulartopic.Theygettonsofsearches
permonth,andhavethepotential tomakeyoua lotofmoney inthe
veryunlikelyeventthatyoumanagetorankforoneofthem.
The trouble is, these keywords are hyper-competitive, and it’s nearly
impossible torank for them.While it’s important toknowwhat those
keywords are in your niche, the chances of you ranking for them
withoutenormouseffortarepracticallynil.
SEOKeywordMastery
They also don’t tend to convert very well, because they aren’t very
specific.Howeverthevolumecanmakeupforthelowerconversionsif
youmanagetorankforoneofthem.
Primarykeywordsareusuallyoneor twowords.Examplesofprimary
keywordswouldbe:
• Makeup
• Cosmetics
• Beauty
Secondary keywords are those keywords that are generally two to
three words and are a bit less competitive than primary keywords.
Thesekeywordsarestill fairlydifficult torankfor,howevertheygeta
decent number of searches per month (at least a few thousand) so
they’reworkingtryingtorankfor.
Secondary keywords usually convert better than primary keywords,
becausetheyaremorespecificthanprimarykeywords,andpeopleare
closertothebuyingprocesswhentheysearchforthesekeywords.
Examplesofthistierofkeywordsinclude:
SEOKeywordMastery
• Makeuptips
• Buycosmetics
• Beautyvideos
Finally,wehavelongtailkeywords.Longtailkeywordsgetmuchlower
searchvolumethanotherkeywords,buttheyaremucheasiertorank
for. Plus, they tend to convert better because they are much more
specific.Ifsomeonesearchesfor“buyKylieJennerLipKitsonline”,they
arealmostcertainlyreadytobuy!
If they search for “makeup”, they might be looking for makeup
application tips, information about types of makeup, or, yes, to buy
makeup.Butitcouldmeanumberofthings.
Examplesoflongtailkeywordsinclude:
• BuyCoverGirlmakeuponline
• WheretobuycosmeticsinChicago
• Beautytipsforolderwomen
SEOKeywordMastery
Long tail keywords actuallymake up themajority of searches on the
internet.Youmightthinkmorepeoplesearchforwordslike“porn”or
“golf”,butthoselongersearchesactuallymakeupthebulkofsearches.
For this reason, it’s a good idea to focuson long tail as amajority of
your keywords, with secondary keywords coming in next. You don’t
really need to focus on those primary keywords, because odds are
you’llcoverprettymuchalloftheminyourotherkeywords.
Forexample,“onlinebeautytips”containsboth“beauty”and“beauty
tips”.Plus,youcanrememberthatsearchengineslookatcontext,and
a site that talks about “online beauty tips” could also (to the search
engines) be talking about “online beauty tutorials”, “online makeup
tips”, or any number of other phrases even without specifically
mentioningthosephrases.
SEOKeywordMastery
KeywordToolsCompared
Therearehundredsofkeywordtoolsoutthere.Somearemuchmore
effective thanothers, and some are pretty close to useless. Sowhich
onesareactuallyuseful?
Let’stakealookatsomeofthemostpopular.
TermExplorer
>>http://termexplorer.com/Public/testlander/index.html
Term Explorer is a bit more affordable than most keyword tools,
starting at just $34permonth. Theyalsohavea free trial so you can
testoutthesystemwithnorisk.Theyhaveplentyoffeaturesthatrival
someofthemoreexpensivetools,soifyou’relookingforanaffordable
option,thiscouldbeagoodchoice.
SEMrush
SEOKeywordMastery
>>https://www.semrush.com/
SEMrushisdefinitelyoneofthemostwell-knownkeywordtools.Some
of the world’s biggest companies use them, including eBay,
Booking.com, Disney, and Amazon. Considering their high-profile
clientele, theirpricing isactuallyquite reasonable, startingat just$99
permonth,whichisnotthatbadconsideringhowmanyfeaturesthey
have.Theygofarbeyondjustkeywordresearchandallowyoutotrack
the keywords you’re using on your sites, your positions in the SERPs
andtheirchanges,andsomuchmore.
MozKeywordExplorer
>>https://moz.com/products/pro/keyword-explorer
The Moz Keyword Explorer is one of the most well-known keyword
tools. Itcanprovideatremendousamountofdata, includingaccurate
estimates of search volume, SERP analysis, intuitive suggestions, and
muchmore.Pricesstartat$99permonth,buttheyletyougivethetool
atryforfree.
SEOKeywordMastery
KeywordSnatcher
>>http://www.keywordsnatcher.com/
Keyword Snatcher is an extremely useful tool for finding keyword
phrasesyoumightneverhavethoughtof. It findskeywordsthatmost
other tools would never find. The main problem is that it offers no
information whatsoever on search volume or competition. However,
you can export a file that you can import into the Google Keyword
Plannertogetthatinformation.It’sanextrastep,butit’snotthatbigof
adeal.
But at the current price of $47 for lifetime access, it’s invaluable for
findingkeywordsyouprobablywouldn’totherwisefind.
AhrefKeywordExplorer
>>https://ahrefs.com/keywords-explorer
This keyword tool is fairly expensive, but it provides an incredible
amount of information. Itwill tell youhow competitive a keyword is,
howhard itwouldbe foryoutorank,approximatelyhowmanyclicks
SEOKeywordMastery
youcouldexpect,andalotmore.Thisisoneofthemorerobusttools
outthere.Pricesstartat$99permonth.
LongTailPro
>>https://longtailpro.com/
If you’re looking for detailed information directly from the Google
KeywordPlanner,butyouaren’tactuallyadvertisingthroughAdWords,
Long Tail Pro is a great tool. They provide all the importantmetrics,
including potential keyword profitability, competition, difficulty, and
more.Andtheyhavea7-daytrialthatbillsaslowas$37permonthfor
their starter plan (or even cheaper if you pay annually). That’s a lot
moreaffordablethanmanyothertools.
SEOKeywordMastery
Conclusion
Keywords are an important component of your SEO strategy, and
althoughtheirusehascertainlychangedconsiderably,theyarestillthe
overallbreadandbutterofanySEOcampaign.
It’simportanttotargettherightkeywords,asalways,concentratingon
thelongtailandthosemid-rangekeywordsthatyouhaveafairchance
atrankingfor.
Using the right keyword tool is essential, as it will give you the
information you need to make an informed decision with regards to
competitionandpotentialdifficultyrankingforspecifickeywords,sobe
suretotestoutafewtofindtheonethatfitsbestwithyourmarketing
plan.Fortunately,manytoolshavefreetrialsthatletyouexperimenta
bitwithnorisk.
Nowgetout there and find somegreat keywords and start pulling in
therankings.Goodluck!
SEOKeywordMastery
Resources
Herearelinkstotheresourcesfoundinthisguide:
>>http://www.seobook.com/lsi/lsa_definition.htm
>>http://termexplorer.com/Public/testlander/index.html
>>https://www.semrush.com/
>>https://moz.com/products/pro/keyword-explorer
>>http://www.keywordsnatcher.com/
>>https://ahrefs.com/keywords-explorer
>>https://longtailpro.com/