What is Keyword: Why is it Important Keywords are terms typed in by Internet users when they search the Internet. For example: “restaurant Paris 11e” is a set of keywords. This is important to think about because targeting the right words and integrating them seamlessly into your content allows you to improve your SEO.
You must therefore answer this question: what are the search terms on which you want to stand out first? Niçoise in Nice
At this point, it is recommended that you start listing all of the search terms and keywords that come naturally to you.
Not all are created equal. We'll see how to retain the best and rule out those who may require too much effort from you, for a limited return on your investment.
How to Choose the Right Keywords for SEO
The next step is to complete your initial list with keywords that you did not spontaneously think about it, then analyze their interest, their relevance ... and your chances of ranking above in the search engine results pages (SERP).
This step consists not only of seeing which expressions you can optimize your SEO for, but also to better understand the expectations and behaviors of Internet users.
A tool allows you to obtain the (approximate) volume of monthly queries made on the keywords you have defined in your list for free: Google Keyword Planner
If you have a Google AdWords account or if you sign up now, you can log into this free tool from Google that allows you to research or find new keyword ideas, estimate the results that a keyword list is able to produce, define bid levels if you want to set up an AdWords campaign ...
You just need to enter keywords (or even a whole list) to access the volumes of searches, to related terms that you may not have thought of ...
A quick tip: If you don't have enough ideas, copy/paste the address of a competitor's webpage to see what keywords they're getting traffic on.
And that's not all: the tool gives you an idea of how competitive the keyword is, calculated based on the advertisers who bid on it.
You can filter by territory, language, etc.
For example, a search for the terms "Pizza Delivery" can yield the following results:
11,000 = the number of people typing "Pizza Delivery" every month
Estimated level of competition = "low".
Be careful to interpret the level of the competition correctly: "low" means that few people advertise on these terms. Conversely, "strong" competition does not necessarily mean that you will not be able to target the 1st page of Google in the natural results.
Don't be blinded by vague, high-volume research, either: "Pizza delivery" is of little use to you if you are not a national brand. “Pizza delivery Marseille” will surely be more relevant if you are installed there, even if the volume of searches is of course lower.
To take it a step further, it's time to take a look at what's called the long tail keywords - less competitive keywords and search phrases that relate to your universe.
These words can be used in particular for the optimization of the pages of your website and when writing your restaurant blog.
Understanding the long tail keyword and exploiting it effectively
A good SEO strategy must involve analyzing and exploiting the long tail. It refers to all the keywords and phrases that individually generate little traffic to your site but which, taken together, are likely to represent a major portion of your total website traffic.
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These keywords are used less by Internet users, which generally means that it will be easier for a given website to achieve a good position in search engine results.
In short: the more precise keywords of the long tail keywords often make it possible to rank better and to reach qualified Internet users.
This can be done in particular by optimizing the pages of the site or by writing a blog rich in keywords (internal SEO of the site).
Here is an example of "generic" keywords and related long-tail phrase
Keyword: "restaurant in Nice"
Long train: "restaurant in Nice for lunch on the seaside terrace"
Working around the long-tail keywords requires understanding the behaviors and habits of your target audience:
- What is he looking for?
- What language does he use?
- What culinary preferences has he adopted?
- Why is he coming back to you?
To make it easier for you, there are some great free tools to access those long-tail queries. Keywordtool.io is a tool that allows you to see all the expressions typed by Internet users corresponding to a given search.
For example, if you are a pizzeria located in Rennes, you can start by typing "Rennes pizza": the tool suggests 304 sets of keywords related to this query, and therefore likely to be searched by Internet users. All you have to do is add the long-tail keywords suitable for your restaurant to your target keyword list!
Conclusion and what to do with these keywords?
Keywords are used to optimize the structure, metadata, and content of your website better than your blog. But they are also used to reduce the cost of your advertising campaigns and better understand what Internet users are really looking for!
The choice of keywords is therefore an important step in your SEO strategy.
Take the time to do this, especially as the exercise can quickly turn out to be exciting when it comes to better understanding your connected customers.
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