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HomeArticlesSEOKeyword Research: why and how

Keyword Research: why and how

17 02 2014 - Vita

What is a keyword? Internet users type keyword phrases in the search box when surfing the internet. These end up in a list of various websites in result pages. So you go to the Nike shop when searching for Nike shoes. In other words, keyword phrases “bring” users to a website. Therefore it is important to choose the appropriate keywords before creating a site. You should think of all the potential keyword phrases relating to the subject of the website and analize them. This is called keyword research.

Naturally, all the requests the users make in Google or another search engine have different frequency. Some words are shown millions of times per month; some word combinations appear just twice a month or even more seldom. There are many tools and services for checking the keyword frequency globally or in a definite country.

Keyword Phrases Frequency

There’s no strict rule about it, but they are divided into types:

  1. Short tail
  2. Mid tail
  3. and Long tail keywords.


  • Short tail keyword – Soccer
  • Mid tail keyword – Soccer club X
  • Long tail keyword – Soccer club X history 1981 players.

Frequently searched keyword phrases give you, on the one hand, more chances to get as many users as possible. On the other hand, you are probably not the only one, who discovered the most promising keyword phrases. Accordingly, the most frequent keywords imply much competition. Choose a less competitive field, unless you have a big budget.

So we have got two criteria for the selection of the keywords:

  1. Frequency
  2. Competition

Another time we will talk about choosing the right keywords, now we will find out how to use them on your website. Once you found the keywords, you should allocate them to definite pages of your website. Use the relevant keywords when publishing content. The general strategy is to optimize the home page for short tail keywords, the categories for mid-tail keywords and the long tails for the articles accordingly, though it depends on the subject and competition in the field.

Include Keywords Phrases in Your Content

  1. Title is the most important tag. You have no chance to push your “Best Soccer Club X” website to the top ranking if you don’t have the phrase “Best Soccer Club X” in the title. But that’s not enough. The title should exactly specify what your page describes. That means the title should be relevant to the content (soccer title for soccer content).
  2. Meta tags Description and Keywords should be filled out on all the pages and should be unique for every page, though the tag “keywords” is no longer meaningful. Always include your keyword phrases when describing the pages. Google attaches particular importance to the description tags: the abstracts thereof are shown in the search results.
  3. Alt and Title tags are descriptions and titles for images. Don’t forget about them if you want to get users from Google Images.
  4. Headings H1-H6 (I usually use maximum three) containing the keywords are also effective.
  5. You can emphasize the most relevant keyword phrases for search engines by making them bold or italic, but don’t overdo.

Don’t overdo with the keyword density overall, otherwise search engines can consider your website spammy (keyword stuffing). Overloading a website with keywords can result in a ban.

Last but not least is internal linking with anchors containing your keywords. The subject of internal linking is however too extensive and will be covered in another article.

Comments (3)
Gano44 # 20 02 2014 at 16:09 +2
Thank you for the info! What happens if i choose more keywords for one page?
Vita # 25 02 2014 at 15:18 +2
Ganoo44, you are welcome! Nothing will happen, moreover, it's good to diversify keywords. Don't use the same words in every keyword phrase, but keep in mind not to use too many keywords.
Gano44 # 25 02 2014 at 17:33 0
Thank you! I will check it on my new blog now