SEO (Search Engine Optimization) is a critical component of helping businesses get found online. And one of the most common focuses when beginning this process is by focusing on a selection of relevant keywords to target.

However, before beginning finalizing your keyword list and prioritizing your SEO efforts, there are some other important variables you should consider.

Before You Finalize Your Keyword List Check These Variables First

Search Volume and Keyword Difficulty

While it can be relatively easy to come up with a variety of keywords that seem relevant to your business niche or the content you create, it’s important to first consider the relative search volume and keyword difficulty you’re working with.

Most people want to make sure that the keywords they target have a high search volume. This helps to ensure that if and when you’re able to rank for them, you’re almost guaranteed to see a larger stream of organic traffic and the sales activity that can come with it. However, high search volume keywords are rarely easy to rank for.

Higher search volume keywords will almost always have a higher competition associated with them. This level of competition can be translated by keyword difficulty scores that range from 1-100. The key is to focus on keywords that land somewhere in the low to medium range, making them much easier to rank while still providing a decent amount of potential web traffic.

When it comes to identifying keyword difficulties and search volumes, there are several online tools businesses can use to simplify this process. Tools like Ahrefs and SEMRush have been around for many years now and have great reputations for providing highly accurate and transparent data insights regarding keywords and how hard or easy they are to rank for.

Search Intent

Search engines have evolved considerably over the years. Before, optimizing a website for specific keywords or phrases was as simple as creating an optimal keyword density on a webpage. However, as search algorithms have improved, “search intent” from the user has become an important variable that businesses need to be aware of.

Understanding a user’s search intent is critical in order to make sure that the content created provides the helpful information needed to rank highly. However search intent can vary depending on the type of questions asked.

Below are four primary types of search intent that site owners should be aware of:

• Informational – This type of search intent is made during the early stages of research when someone is looking for general information or answers to a specific question. Informational search queries will usually include terms like “what,” “why”, or “how.”
• Navigational – Navigational intent is made when a user already knows what they’re looking for online, but they need help getting to it. This could be when searching for a specific brand or website name.
• Transactional – During transactional intent, the user is typically ready to make a purchase or complete a specific action. This is typically found when searching for certain products or services to buy.
• Commercial – Commercial search intent is found when a user is further along in their research and is actively considering different options before making a purchase decision. They might be comparing products or services, reading reviews, or looking for the pros and cons of different services.

Relevance to Your Target Audience

While keyword volumes and search intent are important to know, it’s also critical to get a better understanding of the type of audience your products or services appeal to. The content you generate should take into consideration the various demographics of your audience, including their interests and pain points.

Having a good understanding of the types of individuals most likely to navigate to your site helps you to make smarter choices regarding the keywords you target. While having a broad range of keywords might help to attract more people to your site, many of them may not be the right audience for your business.

Using keywords that directly speak to your target audience has a higher likelihood of creating more engagement on your site. This helps to reduce bounce rates from the website and can be helpful when helping to build a loyal customer base. Rather than focusing more on broad search terms, businesses should consider using more niche-specific terms that directly address customer pain points and are relevant to their brand’s personality.

Long-Tail Keywords vs. Short-Tail Keywords

The length of keywords also influences their effectiveness. Short-tail keywords are typically one or two words and tend to be more broad in nature like “running shoes” or “digital marketing.” Although these terms have high search volume, they are also highly competitive and may not attract the most qualified leads.

Long-tail keywords, on the other hand, are longer and more specific phrases, such as “women’s running shoes for flat feet” or “content marketing strategies for small businesses.” They usually have lower search volume but are less competitive and more likely to attract users who are further along in the buying process.

Longer-tail keywords tend to be a better option for most businesses for the following reasons:

• • Less Competition – Because of their longer and more specific format, long-tail keywords generally face lower competition from other websites. This makes it easier for your content to rank higher in search engine results pages (SERPs), increasing the visibility of your offerings to potential customers.
  • More Specific Intent – Long-tail keywords often provide clearer clues about the searcher’s intent. By incorporating these keywords into your content, you can customize it more directly to the user’s needs and interests.
  • Higher Conversion Rates – Users who search with long-tail keywords are typically further along in the buying journey. They have a better understanding of their needs and are actively researching specific products or services. By targeting long-tail keywords and creating content that addresses those needs, you can position your offerings as an optimal solution for them to choose.

Make Your SEO Initiatives a Success

In order to get the most out of your SEO efforts, it’s important to focus on a variety of variables when choosing your target keywords. By understanding your users’ search intent, while striking the right balance between long-tail and short-tail keywords, you can optimize your website for maximum visibility and engagement.

Ciao,
Miss Kemya

This article is a guest post by Jason Khoo, who started freelancing in SEO in college, sold his first agency, and now is the founder of Zupo, an Orange County-based SEO consulting agency helping construct powerful long-term SEO strategies for our clients. Jason also enjoys multiple cups of tea daily, hiding away on weekends, catching up on reading, and rewatching The Simpsons for the 20th time.