Decoding SEO: A Quick Guide to Winning with Keywords

Content optimisation and backlink building represent just two pillars of a comprehensive SEO strategy. If you’re thinking about advancing your SEO efforts, keyword research and its proper application are key areas to focus on. Keywords are indispensable to any SEO plan and their accurate use demands meticulous investigation.

So, what are keywords, and how should they be applied across your website? This post will outline various types of keywords you might encounter in your SEO journey and assess which ones align best with your digital marketing objectives.

Understanding keywords

Keywords in SEO refer to the terms that users input into Google when conducting a specific search or seeking content. For instance, a query like ‘best italian food in my area’ Also known as search queries, the keywords that correctly represent your service or product are vital for your website to achieve top ranking in search results.

Incorporating relevant SEO keywords on your site enhances the likelihood of users discovering your content, consequently steering organic traffic towards certain pages. However, it’s not about using just any keyword loosely associated with your industry.

Keywords manifest in several forms, ranging from short to navigational keywords. Your task is to discover those that will attract fresh visitors to your site and aid in achieving your digital marketing objectives.

Keywords for search intent

Every search made by a user usually has an intent, whether it’s seeking more information on a particular topic, requiring directions, or intending to buy something. Depending on your business type, keyword intent can significantly impact a user’s likelihood of clicking on your website.

Many keywords for search intent also symbolise the stages in a user’s or customer’s journey. Let’s examine some frequent types of search intent keywords.

Keywords for information

Informational keywords are terms individuals use when seeking insights about a product, service, or a subject matter. Take, for instance, someone researching the steps to bake a chocolate cake, if a user types in ‘steps to bake a chocolate cake,’ Google might showcase a blog post enriched with a tutorial video or a sequence of step-by-step images relating to the query. To aim for a higher rank in terms of informational keywords, embedding these multifaceted features into your SEO strategy is a worthwhile consideration.

Navigational keywords

Navigational keywords are those chosen by individuals wishing to visit a specific website, such as Facebook or their utility provider. Google understands that if a user searches for a business by name, they usually intend to visit their website. Though this might seem fairly obvious, it’s crucial to ensure that a user can easily find your business online by simply typing its name.

Transactional keywords

Transactional keywords are those that an individual uses when they intend to buy something. Depending on the item, a person may already know what they want and will search for the product by name. For example, ‘Samsung smart TV.’

Keywords for on-page SEO

As suggested by its name, on-page SEO pertains to any SEO tactic executed on any webpage, encompassing meta descriptions, images, internal linking, and keywords. Google assesses whether on-page SEO keywords align with a user’s search intent.

If your webpage contains these employed keywords, it will rank the page higher in search results. Let’s discuss the three types of on-page SEO keywords:

Long-tail keywords

Long-tail keywords are notably specific and, as the name suggests, long. Longer-tail keywords generally witness low traffic volumes but may boast a higher conversion rate due to their specificity.

Short-tail keywords

Short-tail keywords are brief, consisting of one or two words. These keywords can cover a broad array of topics but are generally keywords that aptly summarise your product of service. Because of this, short keywords often witness high search volume and potentially attract more visitors to your website. However, this can make competing with other sites aiming to rank for the same term challenging.

Local keywords

Local keywords are critical in local SEO as they help businesses increase visibility in the areas they serve. These are search terms that include location-specific information, such as “coffee shop in Bondi” or “plumber near me.” By integrating local keywords into your website content, meta descriptions, and title tags, you can better position your business in local search results. Google and other search engines use these keywords to deliver geographically relevant content to users. Proper use of local keywords is fundamental in attracting a local customer base and improving your local search engine rankings.

Keywords used for paid search

Venturing into the sphere of paid search, also known as Pay-Per-Click (PPC) advertising or Google Ads, you’ll encounter three distinct categories of keywords – exact match, phrase match, and negative keywords. Unlike traditional SEO keywords which demand perpetual optimization and monitoring, PPC keywords bestow greater control, placing your content precisely where it can shine in search results.

Exact Match Keywords: The Snipers of PPC

Just as the name suggests, exact match keywords mirror the searcher’s query perfectly. Encased in brackets, these keywords might have a narrower reach, yet they pack a punch when it comes to conversions. Their sharp aim targets specific searches, delivering your ad when an exact match is made.

Phrase Match Keywords: The Flexible Warriors

Phrase match keywords, designated by quotation marks, offer flexibility without sacrificing relevancy. To trigger your ad, the search query needs to either match your keyword phrase exactly or include very close variants. This flexibility ensures your ad appears to a wider yet still relevant audience.

Negative Keywords: The Deflectors of Irrelevant Traffic

Negative keywords act as your ad campaign’s shield, deflecting unrelated search queries. They might appear relevant but could lead users down the wrong path. For instance, if you manage a suite of wedding venues but none are outdoors, including “outdoor” as a negative keyword avoids squandering clicks on users seeking al fresco options.

By understanding and implementing these keyword types in your PPC strategy, you harness the ability to display your content to the most pertinent audiences, maximizing your return on advertising spend.

Remember, while PPC gives instant visibility, a comprehensive digital marketing strategy should balance both SEO and PPC for optimal results.

Unlock the Power of SEO and Google Ads with Whitehat Agency

Perfecting your SEO strategy often hinges on the precise use of keywords. Keywords don’t just foster relationships with your existing customer base; they serve as the bridge to prospective clients. The multitude of different keyword types might make the task seem overwhelming, but that’s where Whitehat Agency comes into play.

We are a seasoned digital marketing agency with expertise that spans across the broad landscape of SEO. Whether your venture is a budding café or a hotel with years of history, our mission is to set your website on the path to digital prosperity.

What sets Whitehat Agency apart is our commitment to personalized service. Rather than offering one-size-fits-all solutions, we work closely with our clients to devise SEO campaigns that align with your unique objectives and aspirations. From driving sales growth to establishing your business as a trusted industry leader, our team is equipped with the knowledge and resources necessary to take your enterprise to new heights.

Looking for an SEO Company that also offers Google ads services that can boost your online presence? Don’t hesitate to reach out to us today and discover how Whitehat Agency can transform your online presence.