Wednesday, February 17, 2016

The Keyword Research


The Keyword Research

The keyword research or keyword search should be the base of any SEO strategy web.Identify keywords and place them correctly in the content is a key factor that will help us improve our On-site SEO.

Types of keywords

Before you dive into what would be the search for keywords is very important to understand the different types of keywords there . Basically they could be classified into two groups according to:
  1. User intent
  2. Search Volume

1. User Intent

These searches are defined by the intention of the user to perform a search, it is divided into three:
  • Fact: They seek information. Example: The weather in Madrid, like making a lasagna, etc.
  • Transaction: The end of the search is complete a transaction, which may be to buy something or download an e-book.
  • Navigational: The search is aimed at finding a specific website. Example:Facebook, Amazon, etc.

2. Search Volume

Search volume is simply the number of searches that each keyword, and is divided into three groups:
Long tail
  • Head:  They are very broad searches search volume and a lot of competition.Example: Cats, houses, etc
  • Middle Tail:  Searches in specified more but are still very general. Example funny Gatos, cheap houses, etc.
  • Long Tail:  This is where the opportunities are already making up 70% of the total, are very specific searches with little competition and are mostly transactional.Example: funny videos Siamese cats, buy cheap home in Madrid, etc.

Approach to your list of keywords

The best thing to do (and it may seem obvious) is to make a series of questions that you can easily define your first list of keywords:
1. In one sentence, what is the core of your business?  Selling shirts
2. What do you sell?  Buy custom t-shirts online
3. What services do you provide?  Design, printing and personalization of t
4. What is your customer profile?
  • Young people between 15 and 30 who want to have unique shirts
  • Companies and event organizers
5. Does your business a physical location?  Yes, I have a shop in Chueca, Madrid.
Now collect all information and voila! You have your initial list of keywords!
  • buy shirts
  • Design of corporate shirts
  • T-shirt design for events
  • Shirt shop online
  • T-shirt shop online
  • Designs for t
  • Designs for t-shirts online
  • Shirt shop in Madrid
  • Custom t-shirt design in Madrid
It is important to create an Excel document and introduce all the keywords you have generated with these questions , a document that will continue to use in the future.

Grouping keywords into categories

Now that you have your list of keywords first, let's group them into categories for the next step, which is the extension of the list and search for related terms, will be much easier and productive.
By following the example of t-shirts, we could be grouped into four broad categories:
  • Buy shirts online
  • Shirt shop online
  • T-shirt design online
  • Shirt shop in Madrid
There is no list itself serves as a list of keywords are too generic and therefore very competitive, but you can go to the next step, where you really are getting the gold nuggets.

Expand the list of keywords

The following steps is where you will find the keywords that will generate business and where you have all the possibilities to attract users and in turn position satisfactorily, this is where you will find the long-tail of your website. For this we will use the following tools:
This process goes from strength to strength in terms of the realization of keywords, first we will expand gradually keywords and then decide what has value and what does not.

Google AutoSuggest

You've probably used this feature of Google hundred times. Google keywords to complete what we write in the search, based on the popularity of these terms suggests.
To start searching use categories you've finalized before, now, if you search for "t-shirt design" in Google will appear this:
Google Suggest
And then you have new ideas for keywords that you should be adding to excel you created earlier.


It is an extremely useful and easy to use tool. Takes data directly from Google AutoSuggest, offering a super complete list of all possible combinations of keywords that you can find on Google.
image Übersuggest
It is very simple to use: you enter the keyword you choose language search type (I recommend leaving which is the default, web), you enter the CAPTCHA code and pressing Suggest . You need to enter the list of keywords you've achieved with Google AutoSuggest and include the results in your excel file , making a cleansing of all keywords that do not relate to your business, that is, if you do not sell custom football shirts delete them.

Merge Words

Now that you have a substantial list of keywords, you're going to get with this tool is squeezing a little more, finding keywords that you may have missed earlier.
Picture Merge Words
Like the previous tool is very easy to use, you enter all your keywords in the three fields and gives "Merge"; a list of keywords will appear with all possible combinations, list that also have to paste in your Excel file.

Google Adwords Keyword Planner

Your excel should now have a fairly comprehensive list of keywords to use in the content of your website, now comes the most important process, which of these keywords should be given more priority in your list.
So we must first configure the tool is very simple: you have to select the option "show only ideas closely related to my search terms" and only search terms related to your search:
Now you just have to follow two steps to get the information you are looking for:
  1. Copy your list of keywords of the Excel file, paste it into the tool Adwords and search
  2. Once you have exited the results, sort them by number of monthly searches (just press the button that says "average monthly searches") and download the entire list of keywords into a CSV for excel
Once you have the CSV have to separate the text in columns, for it selects the entire column, click on the top menu Data> Text to Columns> choose the delimited> comma option ; and you have the well-organized information.
Now you have an Excel with all keywords that you have searched all the above steps ordered by number of searches and the level of competition.
Delete all columns except the search volume and order of search volume.
The competition level column that shows Adwords is the difficulty that results appear in payment, and does not have to match the difficulty of appearing in organic results.

Google Trends

This tool will not influence directly on your list of keywords, but can be very useful if your business is seasonal, ie, if one of your products is especially relevant at a time of the year.
Google Trends compares different terms to see what times of the year are more searches, helping you optimize your content depending on time of year.
image google trends

Add synonyms and related terms

It is very important that the text of your web plus you include one column with synonyms and related terms because Google relates very well all this kind of information, that is, if I sell shirts, it's natural that in my writing words appear as: short sleeves, V-neck, cotton, polyester or front print.

A well-defined keyword research will help you

  • Define the structure of your web
  • Find ideas for content

Define the structure of your web

The keyword research will help you find and define categories and sub-categories of your website. For example, if your site is t and you realize that "short-sleeved shirts" is an important keyword the want to include as a category; and if it "t-shirt with printed pockets" is another important keyword, the want to include as a sub-category.

Find ideas for content

This is crucial, once you have your keywords defined, have the basis to know what content you have to publish on your website.

Okay, so where to put the keywords?

It is very important to include the keywords correctly by the position you want on the various elements of the On-Site SEO your website and the title, caption titles (H1, H2 ...), text, images alt etc. This is a perfect example of how to optimize the content of your page.


Final Words

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