Requiring a methodology as rigorous as it is strategic, the implementation of an SEO strategy is an operation that can in no way leave room for improvisation. Several raw materials must therefore be worked on so that such a strategy can boost the visibility of the site to be referenced on search engines. Among them are mainly keywords, which are the cornerstone of SEO. Their choice is thus the most “tactical” aspect of any SEO strategy. If you therefore want your SEO strategy to bear fruit in the long term, we will take stock of the steps to follow to carefully choose your keywords.

Keywords are the keystone of successful SEO!

In the SEO world, keywords refer to the terms and expressions that Internet users type or dictate (by voice search) when they search the web. They correspond to the very essence of their research, condense their ideas and synthesize their desires. It is therefore from these queries that you can understand the needs of your potential visitors and especially locate the terms defining your activity. This will make it easier for you to tailor your content in a targeted manner based on these terms so that they can conform to what people are looking for. In this way, your potential visitors will have no difficulty in finding your site among those which are referenced on the web .

It is therefore in your best interest to find out about the queries that summarize your activity in a few words and to determine their popularity. Among these keywords, you can select those on which you want to stand out as a priority and which are likely to bring you traffic. By choosing for example to optimize your content with the right keywords, your site could appear in the SERP (Search Engine Result Page) as soon as an Internet user types or dictates this keyword.

In short, these are the keywords that will guide the writing of the content as well as the way you approach your potential targets . In other words, they condition the performance of your entire content strategy and best define the activity and theme of your site. Either way, the more SEO-optimized your site’s content, the more likely the search engine crawler will be to rank you well in the SERPs.

It is therefore essential to attach particular importance to this crucial step and to call on a professional communication agency whose experts have all the technical skills and knowledge on this subject. These professionals will be able to support you during this decisive phase of research and selection of keywords to naturally insert into your content in order to optimize your visibility on search engines.

How to choose the right keywords in SEO?

This decision must concretely emanate from a purely strategic reflection at the risk of positioning yourself on keywords that may prove disastrous for your SEO. It should be noted that a “good” keyword is the one that is the most relevant, that is to say which best describes your activity, which belongs to the vocabulary of your customers and which has a maximum number of requests each month. . It is also this one which brings qualified traffic to your website, and which is likely to trigger an intention on the part of Internet users.

Unfortunately, as the web has become a digital warfare battleground, the majority of good keywords are now very competitive. By positioning yourself on these, your chances of coming out first would be very limited. That’s why, you have to take care to choose your keywords. An SEO consultant or an SEO agency will be of great help to you during this stage. During his intervention, he will perform an audit of your business and select the right keywords for you while providing you with sound advice on what you need to do to operate it. If you prefer to free yourself from the services of an SEO expert, the choice of keywords is generally done in two steps, which are as follows.

Build a first list of keywords

To start with, you need to find different ideas for the main keywords on which you want to position yourself. To do so, it may be appropriate to base yourself on all the products and / or services that you market. Then take the time to analyze the topics that Internet users are looking for around your activity. Know that by analyzing the keywords on which your competitors are positioned, you can further broaden your keyword ideas.

Then, for each main keyword, imagine secondary or semantically rich keywords . Belonging to the same semantics as this one, the secondary keywords provide more details. For example, for a keyword “clothing”, we can choose secondary keywords such as “children’s clothing”, “men’s clothing”, “women’s clothing”, maternity clothing ”… The semantic keywords will allow the robot to ‘indexing to link more easily each of your pages to a set of pages dealing with the same theme (corpus).

It is also in your best interest to exploit the “ long tail ”. This designates a descriptive phrase (set of words) used by Internet users who know exactly what they are looking for. The fact that it is specific and ultra-precise explains why it is less competitive than generic keywords. In this case, you can position yourself there easily and benefit from particularly targeted visibility. A targeted request also allows you to reach “qualified” Internet users and of course rhymes with a substantial conversion opportunity. Long-tail keywords generate only limited traffic, of course, but represent nearly 80% of traffic from search engines, hence the interest in prioritizing them.

Before making the final choice, remember to sort the previously selected keywords. To do this, you can group them by category: main keywords, secondary keywords, long tail keywords, etc.

Establish a second list in which you will place the “right” keywords

It is indeed during this step that you will discard each keyword whose relevance to your activity and the market in which you operate is minimal. Logically, the more accurately a keyword describes your business and is related to your market, the more relevant it is and the more you will need to improve your SEO. Also remember to carefully analyze the competitive aspect and the search volumes of each keyword that you deem relevant. In addition, it is in your interest to prioritize long-tail keywords as these will be the strength of your SEO strategy and increase conversion rates.

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How to properly integrate words into a website?

Ideally, each page that makes up your website should be positioned on a main keyword and present a series of semantic keywords . This will prevent you from using the same keyword on all your pages, in which case they will compete with each other. When developing your content, make sure your keywords are well placed. This may seem trivial, but it is clear that search engines attach great importance to the location of the keywords on each page. So think about including a keyword in the TITLE tag, the titles (H1, H2, H3…), the meta description, the URLs, the content, or even in the images.