In this Chapter, We discuss the Core part of SEO for enhance the website content to be Outranked. As a website owner and content Writer, you want the keywords on your webpage to be relevant to what people(audience) are searching for the desired query in the search bar so that they have a better chance of finding your content among the results.

In fact,Having successful SEO of your website means that you have found the right balance of keywords that attracts prospective customers, but what is a keyword? In this article, we are going to define keywords for what they are and how they are used by an SEO.

What are keywords?

A keyword is an entity in which a person / user enters into a search engine to find specific information in a search query. Keywords are ideas and topics that define what your content is about. In terms of SEO, they’re the words and phrases that searchers enter into the search engines as query which are known as “Search Queries.” 

Why are keywords important?

Keywords are prominent because they are the gateway between what people are searching for and the content you are providing to fill as per the requirement. Your achievement in ranking on search engines is to drive organic traffic to your site from the search engine result pages (SERPs), and the keywords you choose to target will determine what kind of traffic you get to the website.

For Example:

“If you own a Bakery shop, you might want to rank for “Bread & Bakery” but if you’re not careful, you might end up attracting traffic to promote your business”.

Keywords are as much about your audience as they are about your content, because you might describe what you offer in a slightly different way than some people ask for it. To create content that ranks well organically and drives visitors to your site, you need to understand the needs of those visitors — the language they use and the type of content they seek. You can do this by talking to your customers, frequenting forums and community groups, and doing your own keyword research with a tool like Keyword Explorer.

Word Count in a Keyword:

While looking for keywords in a keyword generator, the search volume and the competitiveness of the defined keyword is more important than the number of words being used. If you have maximized the long tail keywords and the searches and competition of some words are not flattering, then it wouldn’t be effective and you would refer to those as low competition keywords.

Search Volume of a Keyword:

In targeting a keyword in a keyword generator, the search volume is very important. Investing into a keyword with a tremendous keyword search volume will definitely attract more visitors for your website. You can only define keywords like that by using keyword tracking tools.

Competitiveness of a Keyword:

No matter how good and impressive the search volume of a keyword is in a keyword generator, after defining a keyword, you should be mindful of the competition. Using a keyword competition tool can make sure you are targeting a keyword with very high competition.

Price of a Keyword:

Make sure that the cost per click or CPC of your defined keyword is high before you do your keyword bidding. If you are onto Adsense generating sites, you can also use tools such as SpyFu, which is used to provide an instant keyword scale in terms of CPC. While defining a keyword, make sure that your keyword is a money making one even if it’s a low competition keyword.

Choose Your Target Keywords

Choose the right words for your search by concentrating on keywords for your site. After you have defined the keyword, if you cannot offer conversion for the keywords you are targeting, it will not make adsense targeting them.

Using keywords on your page

It’s no good just throwing keywords on your pagein which compile content is about providing real value for real people, not just sending hints to our robot friends at Google.

There are some basic keyword usage rules you should follow to get started. Unique keywords should be employed on each page of your site in the areas that bots and humans normally look to reassure them that you have what they’re after, but by disguising what the page is actually about opting out of keywords.

You can also look at working your primary keyword into your URL, an H1 tag <H1> on the page, the meta description, and alt attributes of images on the page; all of these places will help clue search engines in on what your content is really about.

Using your keywords in these areas is the most basic way to target your content to searches. It’s not going to immediately shoot you to the top of the results, but it is essential SEO; failing to take these basic steps can keep you from ranking by other means.

What are long-tail keywords?

Keywords can be broad and far-reaching (these are usually called “head keywords”), or they can be a more specific combination of several terms are often called “long-tail keywords.”  

Singular keywords might appear to be your ultimate goal as they often have temptingly high search volume. However, they usually have extremely tough competition. On top of that strong competition, singular keywords can be infuriatingly vague.

For Example: If someone is searching for “Guitar” you don’t know if they want a list of Guitar types, information about Guitar parts, a place to buy a Guitar with its accessories or online site for guitar purchasing.                                                                             

Long-tail keywords usually have more clearly defined intent. For example, “Guitar Learning class for Beginners” or “How to play chords in guitar” You’ll also find that long-tail keywords have less competition, with room for a smaller site to break in and make their mark on the SERPs.

Learn more in our guide to Keyword Analysis.

What Is Keyword Analysis?

Keyword analysis is the process of analyzing the keywords or search phrases that bring visitors to your website through organic and paid search. As such, keyword analysis is the starting point and cornerstone of search marketing campaigns.

By understanding what queries qualified visitors to your website type into search engines, search marketers can better customize their content and landing pages to drive more traffic and increase conversion rates. For this reason, keyword analysis is an important skill for both SEO and PPC experts.

Keyword analysis helps to increase conversions, find new markets, and optimize spend, but it requires time-consuming examination and decision making to beat your keyword competition. The WordStream Keyword Analysis Tool takes the analysis of your website keywords a step further by not only analyzing your keywords, but also suggesting actions and automating your activity for the best efficiency and results.

The Importance of Keyword Analysis

Marketing is inherently analytic. Field-testing marketing outreach and marketing performance is key to optimizing budget allocation and market reach. Search marketing is no different, and since keywords dictate your entire search campaign, keyword analysis should be your primary focus. The Analyzing keywords allows you to:

Optimize Spend:

Distribute more budget to successful keywords and eliminate wasteful spending on those that aren’t producing results

Increase Conversions:

Identifying and focusing on well-converting keywords is good for conversion rate optimization and return on investment (ROI)

Eye Trends:

Knowledge of keyword search frequency provides insight into market behavior which you can apply to multiple aspects of your business

Prioritize Your Time:

Keyword performance guides campaign importance–spend your time optimizing areas that have the biggest impact on your bottom line

Find New Markets:

Use keyword analysis to expand your long tail efforts and discover more specific keyword queries and corresponding warm leads

Despite all the benefits, most search marketers don’t spend nearly enough time on keyword analysis because it’s time-consuming and repetitive.

Keyword Analysis tools:

These following are the free Keyword tools to kickstart your SEO with Zero investment. 

  1. Google Adwords Keyword Planner
  2. Keyword Sheeter
  3. AdWord & SEO Keyword Permutation Generator
  4. Google Correlate
  5. Keywords Everywhere
  6. Google Search Console
  7. Ubersuggest

Hence, We have to dive into the Keyword Planner topic with brief explaination.

How to Use Google Keyword Planner:

In fact, I’ve used the Google Keyword Planner (formerly known as Google Keyword Tool) to help our website’s to track organic traffic visits per month.

In this guide I’ll show you how to get the most SEO value out of this awesome tool.

Step #1: Access the Google Keyword Planner:

Absolutely, Keyword Planner is a free tool.

But there’s a catch, In order to use the Google Keyword Planner, you NEED to have a “Google Ads account” to Sign In.If you don’t have an “Google Adwords account” already, you can set one up in a few minutes:

Just follow the prompts, enter some information about you and your business, and you’re in.

Note: You don’t have to run an active campaign to use the Keyword Planner. But do need to at least set up a Google Adwords campaign

Next, login to your Google Adwords account. Click on the wrench icon in the toolbar at the top of the page.Then, choose “Keyword Planner”.

You’ll be see with two different tools within Keyword Planner: “Find New Keywords” and “Get metrics and forecasts for your keywords”.

When it comes to SEO-focused keyword research, these two tools are enough to generate thousands of potential keywords.

To be clear:

This tool is designed with PPC advertisers in mind. So there are a lot of features in the tool (like keyword bidding features) that won’t be useful if you’re using this tool to find keywords for SEO.

With that, it’s time for me to show you how to find SEO keywords using each of the tools built into the Google Keyword Planner.

Step #2: Choose Your Tool:

There are two main tools inside of the Google Keyword Planner.

Now, I’m going to show you how to use these two tools to help you create a massive list of keywords for your SEO campaigns.

 1.Find New Keywords

Like the name suggests, this tool is ideal for finding new keywords.

As you can see, the field for this tool says: “Enter words, phrases, or a URL related to your business”.

To help you about this tool, I’ll break down each of the 3 options.

Enter Words”: These are single words that describe your business (for example, “weight loss” or “coffee”). This allows you to access Google’s internal database of keywords for different industries.

Phrases”: This is where you enter “seed keywords” and get a list of closely-related terms. I recommend entering atleast 2 keywords. For example, if you run an ecommerce site that sells cookies, you’d want to enter terms like “gluten free desserts” and “low carb cookies” here.

A URL related to your business”: This is designed for Adwords users. But you can sometimes find a few solid keywords here using your site’s homepage… or an article from your site.

Once you’ve entered your information into one (or all three) of the fields, click “Get Started”.

Next, you’ll see the Keywords Results Page. 

2.Get metrics and forecasts for your keywords

This is feature is only really useful if you already have a long list of keywords… and just want to check their search volume. In other words, this tool won’t help you generate new keyword ideas.

To use it, copy and paste a list of keywords into the search field, and hit “Get Started”.

You’ll also see the same Keywords Results Page you see when you use the “Find new keywords” tool.

The only difference is that a) you only get data on the keywords you entered and b) Google will predict how many clicks and impressions you’ll get from the keywords you entered:

No matter which tool you ultimately used, you end up in the same place: The Keywords Result page.

And now it’s time for me to do a deep dive into how that page works… and how to get the most out of it.

Step #3: Filter and Sort the Results:

Now it’s time to filter the list of keywords down to a smaller list of terms that are best for you.

Both the tools I just described will take you to the “Keywords Results Page”, which looks like this:

At the top of the page, you’ll notice three targeting options: Locations, Language and Search networks.

Here’s what these three things mean:

Locations – This is the country (or countries) that you’re marketing.

LanguageThis is the language of the keywords you want to see information on.

“Locations” and “Language” are automatically set to target English-speaking people in the United States. If that’s your target audience (in most cases it will be), you can leave these options as-is.

But let’s say you’re based in Canada. You’d want to change the Location to “Canada” and choose “English” as the language.

Network – To be setted as “Google”

The next important feature of the Keywords Results Page is called “Add Filter”.This features gives you a decent amount of filtering options. 

Keyword Text: Here’s where you can have the tool ONLY show you keywords that contain a certain word of phrase.

Why would you want to include certain keywords?

Let’s say that you just launched a new line of Bass Guitar. In that case you’d want to make sure the keyword “Bass Guitar” appears in all of the keywords that the Keyword Planner suggests to you.

Competition:You can have the Google Keyword Planner only show you keywords with “Low”, “Medium” or “High” competition.This feature trips a lot of people up.As you can see, there are two options “high range” and “low range”.

I personally set the “low range” to a few dollars. That way, I can filter out keywords without any commercial intent.

Step #4: Analyze the Keyword Ideas Section:

Now that you’ve filtered the results down to keywords that are ideal for your business, let’s break down the terms that are left.Specifically, I’m going to show you how to analyze the terms that show up in the “Keyword Ideas” section of the Keyword Planner.

Here’s what each of the terms in this section mean:

Keyword (by relevance): This is the list of keywords that Google considers most relevant to the keyword or URL you typed into it.

Avg. monthly searches: The indicator of search volume.

Pro Tip: Watch out for seasonal keywords. That’s because seasonal keywords (like “Halloween costumes”) may get 50,000 searches in October and 100 searches in May. But the Google Keyword Planner will say that the term gets “10,000 searches per month”, which is kind of misleading.

Competition: In fact I mentioned earlier, “Competition” in the Google Keyword Planner has nothing to do with SEO. Instead, “Competition” is simply the number of advertisers that are bidding on that keyword. But it is useful to see if a keyword has any commercial intent (after all, the more people bid on a keyword, the more potential there is for them to become a lead or customer).

Top of page bid (low range)” shows the lower range of what advertisers have historically paid for a keyword’s top of page bid, based on your location and Search Network settings. The average CPC of your keywords may vary.

“Top of page bid (high range)” shows the higher range of what advertisers have historically paid for a keyword’s top of page bid, based on your location and Search Network settings. The average CPC of your keywords may vary.

Step #5: Choose a Keyword:

Now that you know how to use all of the tools, features and options within the Google Keyword Planner, it’s time for the last step: finding awesome keywords that you can optimize your site’s content around.This is tricky.

If you wanted to write a blog post about the health benefits of organic food, you wouldn’t want to use the keyword “Food” (too broad) or “health benefits of organic Food” (too narrow).But keyword like “organic Food” would work GREAT.

So pop that keyword into the field and click “Get Started”.


I hope you enjoyed my guide on Keyword Analysis with an example free tool “Google Keyword Planner”.

Recommended Read:

Share with...