Often site owners have to hear the concept of "keywords" about how to correctly place them in the text, and do not forget to analyze them, because there is nothing permanent. But where to start and what you need to know about keyword analysis and how to work with it?
What are keywords?
Search engines, providing a certain delivery of sites to a request, refer to keywords that are found in the text, headings and subheadings, so they understand what the site offers, what is its theme and whether it can give users something .
For example, if you enter a word or phrase “toy”, “buy a toy”, “make a toy with your own hands” in the search bar, the search engine will display a list of resources on which it finds these words.
Treble, midrange and bass - what is it about?
Before you start placing keywords in texts and headings, you should know that they can differ in their frequency. For example, if you analyze the keywords for "clothes", you can see that this word is the most popular, and therefore high-frequency. If we study the phrase "children's clothing in Rostov", then the demand for it will be much less, which means it is low-frequency.
How to determine which word belongs to which category:
- High-frequency, or HF, - the number of requests per month exceeds 5000.
- Mid-frequency, or midrange, is an amount from 1000 to 5000.
- Low-frequency, or LF, - the amount is less than 1000.
Of course, from this it should be understood that the greater the demand, the higher the competition, and it will be difficult for young resources with such keywords to break into the first pages, so the selection and analysis of keywords on the page should be done correctly.
How to choose keywords
To fill your site with good content, you need to choose the right keywords using Yandex and Google, which will help you understand what is interesting to the consumer today and how competitors act.
If you select and analyze keywords using Yandex, you will need Yandex.Wordstat service, which will show approximate results for specific words and phrases. This will be visually presented in two columns, where on the left it will show the requests and the number, that is, how many users were interested in the given word, and on the right in the addition “Wordstat” it shows the requests that the users entered along with the necessary word.
Working with Google is a little more difficult, because you need to use the AdWords service, but first you need to log in, while having a working account. In the "Tools" section, you can select keywords.
To begin with, you can create a list of all the words that the services provided, in the future it will be clear that some words do not fit at all, because you only, for example, sell, not manufacture. Part of the low-frequency queries will also disappear, because, for example, you do not work around the clock, but only on weekdays. And already this will be the analysis of the keywords of Yandex or Google, because at this moment you understand that the company can provide what is planned in the future, etc.
We study competitors
Before you start analyzing competitors' keywords, it’s worth understanding how to determine the degree of competition and what factors influence it. First of all, you can look at competitor sites that are in the TOP when issued to a specific request, and examine them from different angles. This will take some time, several programs and some knowledge, including an understanding of what internal optimization is and external, how good they are for other sites, and whether a particular site can compete with them.
Internal optimization
Many factors affect the site and its delivery, and the main task of those who create and promote it is to make the page as relevant as possible, i.e. as relevant as possible to the key request:
- The required number of keywords, both in direct entry and in diluted.
- Headlines.
- Subheadings.
- Images.
- References
- Lists and transfers.
Even if all this is present on the promoted pages, do not forget about the correct filling, i.e. take into account the meta tags: title, description and keywords.
External optimization
Each search engine has its own algorithm by which it selects sites by request. For some, internal optimization is important, for others, external, such as Google pays a lot of attention to this. So external optimization includes such factors:
- Quality links.
- The number of links on good sites.
- The presence of links on social networks.
Site trust
Separately, it is worth noting such a moment as the site’s trust or a certain indicator that cannot be accurately measured, but at the same time evaluated using several values: the age of the site and domain, what domain zone the site has, external links, their quality and quantity, user factors ( number of visits, views, duration of stay, etc.)
The more points that are completed, the analysis of keywords is done, the better the site will look, and higher rated by search engines and users. All these parameters of your competitors can be analyzed manually by looking at the code pages and reading the texts, as well as on third-party sites to learn about indicators such as TIC, age, number of visitors, etc.
Analyzing competitors keywords
Wordstat can help a lot and determine the frequency of the request, but it will not say how competitive the request is and whether it is used by others. To do this, apply manual labor and enter the necessary words in the search bar. After the search engine displays a list of sites, you can study them.
For example, if someone asks “buy clothes in Krasnodar”, they’ll get a list where you should study at least the first five sites. When analyzing the site of competitors for keywords, the following indicators can be taken into account:
- Direct entry or diluted is used.
- Used on main pages or internal.
- Which link will lead to this word: readable or incomprehensible.
- Used in headings or in the description, or both.
In addition, it is also worth considering data such as the number of popular sites. It is difficult and even almost impossible to compete with such resources as news portals, Wikipedia, and YouTube. If they also use these keywords to promote, then it may be worth taking other keywords.
You can also analyze the competitiveness of requests by image, video, and contextual advertising. If the query “baby clothes” will have millions of pictures, then the query “baby clothes in Rostov-on-Don” is already less.
After the search engine results are analyzed, you can go to the sites to see the internal optimization and understand why the systems offered them first.
Keyword Analysis Software
Today, there are many ways and opportunities to create a good semantic core and analyze incoming keywords. This can be done manually, as described above, using the analysis of keywords "Yandex" or Google, or using certain programs and services. But it’s worth remembering that if the service is free, then it will not give a lot of useful information, so it’s worth paying for some resources in order to get a more detailed report.
There are several useful aggregators, they are free, but a little inaccurate and limited in providing information. For example, before using it, Webeffector needs to register, and then click the "New Company" button. A form will appear in which you need to specify the keywords of interest, promotion region, page address. Next, you need to click on the "Create a Company" button, and the service will issue a certain budget for promotion, by which it will be clear how competitive the request is.
The following two services are paid, but more accurate. For example, Seolib, where you also need to specify a region and a list of keywords. For each word, a fee of about 3 rubles is charged, and the program will give a certain rating to the selected words. So the phrase "rental property" has a high rating score and average competitiveness, and the phrase "rent an apartment cheap" has lower competition.
Seobudget can not only analyze keywords, but also individual pages of competitors' sites. This keyword analysis service is more thorough, the process can take up to 10 minutes and costs a little more (a fee of 10 rubles is charged for each word or page).
Thanks to such aggregators and services, it is possible to completely exclude any keywords, because time will be spent on them, and they will not bring any benefits, moreover, this will save the budget when promoting.
Why analyze competitors
Analysis of competitors today is simply necessary, because the competition is very big, and everyone strives to be better. You always need to know the strengths and weaknesses of an opponent in order to be able to come forward or at least catch up if you are a start-up company.
An analysis of the keywords that competitors post on their website shows how the company interacts with users. This can show which channels are used to attract. For example, you can see the company not only in the list of resources, but also as contextual advertising, or not only text, but also video is used. You can also learn about the specifics of the product, i.e. which products are popular, which ones are constantly sold at a discount.
When analyzing, don’t forget about those “who are breathing in the back” and trying to get around you, because today a competitor takes 30th place in the SERP, and tomorrow he is already in the top ten because he was able to improve something, and the search engine noticed him.
The important point is that in the analysis you do not need to copy your competitors, but you need to create your own product and your chips that will help you become better than others. To do this, you need to use as many methods as possible, engage in internal and external optimization, create good texts and headings where keywords will be correctly distributed.
Some Keyword Tips
The search for keywords and their analysis must be carried out competently, but you should also use them correctly in texts and headings, not forgetting such a thing as density. The number of words must be placed on the page so that search engines do not consider this resource as an advertising site, but each webmaster has his own opinion on the analysis of keyword density.
But if we consider approximately and choose different queries with different frequencies, then for 1000 characters there should be from 4 to 9 words, or 2% of the total text. In this case, you should not use the same word constantly, you need to be able to dilute it with other words and prepositions, and so that it all fits beautifully into the text, and the user can read useful information for himself. You only need to use readable words: for example, “buy a doll in Moscow” or “buy a Moscow doll” have differences, and of course, the first option will appeal more.
Do not forget that keywords can and should be entered in the title and subtitle, in the page description, and also used as a signature under the image in the article, as a description of the goods or services.