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What are the keywords?

What are the keywords?

Keywords are concepts and topics that define what your content is about. In terms of SEO, they're the terms and phrases that searchers enter into research motors, also called "search queries." If you boil everything on your page all images, video, copy, etc.down to single words and expressions, those are your primary keywords.

As a website companion and content producer, you want the keywords on your page to be linked to what people are working for so they have a better chance of making your content within the results.

Why are keywords important?

Why are keywords important?

Keywords are high because they are the linchpin within what people are asking and the content you are giving to fill that need. Your goal in listing on search motors is to drive through business to your site from the search motor result pages (SERPs), and the keywords you choose to target (meaning, amongst other characters, the ones you like to add in your content) will decide what kind of job you get. If you own a golf shop, for example, you might want to rank for "new clubs" but if you're not careful, you might end up driving traffic that's interested in getting a new place to play after dark.

Keywords are as serious about your house as they are about your content because you might explain what you offer in a slightly different way than some people ask for it. To produce content that ranks well naturally and drives guests to your site, you need to understand the requirements of those visitors the words they use and the type of content people seek. You can do this by speaking to your customers, visiting forums and area groups.

How to find question keywords to target in your content?
How to find question keywords to target in your content?
If the above list hasn’t then sparked plenty of content ideas for you, see here for ways to find special question keywords to target.

Keyword tools – Specifically, say the public and FAQ both return proposal keywords. You can also filter the results in Keyword explorer to include subject keywords (see below)

Q&A sites – Survey Q&A sites (like Quora) and forums in your industry for issues that are simple but not answered well already. Try to exceed content that ranks for those questions while only giving shallow or out-of-date information.

Site search – If your site has a research box, dig through those site-specific search questions looking for question terms like “why” and “how to.”

Google suggestions – Start copying question queries like “where to buy…” or “how to change…” in the Google search box and see what happens. Check out the “Related searches” at the bottom of the SERP too. Try the wild card tip described in this post, but note that it doesn’t work every time.

Surveys – Come right out and ask your users or customers what their burning, open questions are. Or ask your sales team what the most common problems they hear from prospects are.

How to optimize your content for question keywords?

Here are a few quick SEO and content strategy tips for producing sure your content can rank for the keywords you’re targeting:

Use the question as to the headline – This is more important if it’s a high-volume, competing for a keyword. Barring that, make sure to use it in the post somewhere, in a subject, or at least in the meta description, so users seeking for that exact question will see that your content gives a relevant answer.

Check the search volume on the keyword - Use a keyword tool (like Keyword Planner, KWFinder, or our Free Keyword Tool) to see if your issue has a decent search volume. If the full question doesn't show a lot of searches, and it may not, try to align the question with a more precise phrase with a very similar Internet. For example, "how much do Facebook ads cost" has a lower regularly search book than "facebook ads cost." If you've got a site with a lot of field experts, feel free to target high-volume keywords. If you're a newer or less site, you might need to rise with much less competitive, lower volume keywords.

The Best Keyword Research Tools

The Best Keyword Research Tools
Many of the tools placed below can help you separate other aspects of your website’s performance, not just keywords. But even if you’re just looking at keyword data, these tools can give you knowledge like search volume, rating difficulty (useful for content strategy and SEO), keyword value (useful for pay per click advertising), sport and more. There are dozens of keyword analysis tools, but here are some of our preferences to get you started.

Ahrefs is a complete suite of keyword study, content and SEO tools.
Answer the public tears down its results by type of question, so that you can target content to presenting the answers.

Google ad word planner lets you estimate monthly global and local search sounds for keywords, engagement levels and an estimated cost per click. To get keyword ideas, login and go to Tools » Keyword Planner, and choose one of the choices under Find New Keywords and Search Volume.

SEMRUSH provides keyword data and helps you find keywords related to your main research terms. This paid tool has lots of other articles, too, but you can try out a free keyword search on THIS PAGE.

The SEO Book keyword presentation tool provides search volumes, relevant terms, assessed value and more.

Keyword Research: What Comes Next?

Keyword Research: What Comes Next?
By the moment you’ve used a few of certain keyword tools, you’ll have a long list of words that people may use to find your site. How do you understand which ones to use where?

If you’re intending to use your keywords for advertising, you’ll want to plug them into Google AdWords Keyword Planner so you can figure out which ones will go best for that purpose. It’s worth seeing that though popular terms can be costly, you can also do well with relevant keywords that are slightly less popular.

But if you’re planning to use keywords for SEO, content creation and marketing, you’ll also be interested in how easy it is to achieve a good search position for content using those keywords (keyword difficulty) and whether you can rank at all (keyword opportunity).

You can also divide up your list strategically. For example, some of your keywords will be directly relevant to your business, while others will be related to user intent. You can also group keywords according to the topics you want to cover.

Remember when we talked about keyword intent? You’ll need to create content to match different types of plans. In other words, don’t just focus on popular keywords, because somebody will use other types of keywords before they’re ready to buy. Good content and marketing policy will include all types.

Where to Use Keywords in Content?

Once you have a final list of keywords, then you can use this knowledge in lots of places in your content.

Using keywords to optimize your content is a whole other topic, but you can get excited by using keywords in:

The title of your page. That’s both the original title and the SEO title, which might be slightly different. The title’s a starting point for Google determining importance, and it’s the clickable link you see in search results.

The meta information. If you don’t use an SEO tool, then this will automatically come from the first 160 characters of your content, so that’s a good place to use keywords too. The meta description presents the description that’s below the clickable link and helps people decide to click – or not.

Links and social media updates. If you’re giving site content, this may already be part of will the phrase help you make a profile? ex. will they lead to transformation


A head term, differently known as a head keyword, is a keyword that drives high search volume. Head terms are very aggressive when it comes to ranking.

These funny names come from the shape of the distribution you see below. Head terms are gathered at the peak—they generate high search quantities and a lot of controversies. Long-tail keywords are scattered throughout the (you chose it) long tail. These keywords generate relatively low search volumes, and they aren’t terribly contentious.

Basic Keyword Modifiers

One way of changing your keywords for search purposes and the long-tail question is to use keyword conditioners. These are reports that you add to your short-tail keywords to make them a scent more specific.

In our ever-useful “dog food” keyword example; changing it to the long-tail keyword: “dog food for puppies”, uses the conditioner “for puppies” to target particular search intent.

Let’s look at some SEO keyword transformer examples:
Adjective Modifiers

Adjective limiters use general articles to describe the original keyword. These are often used for goods and services.

Keyword Difficulty

Keyword Difficulty

The keyword problem(otherwise known as KD) refers to the difficulty in the amount of time, effort, and support it takes to rank a given keyword. Every major SEO tool has its own metrics for creating a keyword challenge score.


Long-tail keywords are “unpopular” (i.e., low Volume) and highly-focused search queries that tend to change exceptionally well.

Why are they called “long-tail keywords?” We’ll get to that in a second.

For now, you should know that the vast majority of Google searches are very specific and unpopular (i.e., long-tail).

We analyzed the ~1.9 BILLION keywords in Ahrefs Us database and found that a whopping 92.42% of them get ten searches per month or fewer.
Here’s a fun fact about long-tail keywords…

There’s a common mistake among SEOs that shorter search queries have higher search volumes than longer ones.

Key takeaway: You can’t (and shouldn’t try to) learn Keyword popularity by looking at the number of words in a query. Short search queries can be “long-tail” keywords, and long queries can be “head” keywords.

In other words, be aware of your biases and don’t judge the search demand of keywords by their length in words.
How to find long-tail keywords

That was amazing fun data with which to impress your SEO friends.
But now you’re probably wondering how to find long-tail keywords.
Well, one of the easiest ways is to take a deep topic and begin typing it into Google.


If you’re old in SEO years, you remember the day not provide was introduced. It was a dark, dark day. SEOs lost a vast amount of trusty information. Click data. Conversion data. This was incredibly valuable, allowing SEOs to prioritize their targets.

Google said the info was transferred for security purposes, while different SEOs thought this was a push towards spending more on AdWords (now Google Ads). I get it — since AdWords would give you the keyword data SEOs cherished, the “discussion” was warranted, in my opinion. The truth is out there.

But we’ve moved on, and learned to live with the condition. Then a few years later, Google Webmaster Tools (now Search Console) started producing some of the keyword data in the Search Analytics report. Over the years, the report got better and better.


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