Defining the priority keywords in an SEO strategy is done methodically. It is an essential step in the work of natural referencing of a site.
To improve your visibility, you must position the pages of your site on significant keywords for your target, and that these are searched on Google. But how do you define the priority keywords corresponding to your activity?
We will see what steps to take and what are the best tools for your choice of successful SEO keywords.
What are priority keywords?
🔎 Priority keywords are words that perfectly describe your activity, having a clear connection with the products or services of your company. These are the first terms or expressions you think of.
Priority key words or expressions are opposed to so-called “long tail” keywords.
Let us take the example of a company from Versailles manufacturing door frames. “Buy Versailles windows” and “Versailles PVC window” are obviously priority keywords. The keywords “used blue velux purchase” or “cheap Yvelines window repainting” are not, however, strategic.
- are highly sought after by prospects and customers,
- drive significant traffic to the site,
- are generally rather short (no more than 3 words).
It is therefore logical to prioritize them in the Google referencing of a website.
Among these keywords, some are said to be informational and generate a high volume of Google searches. Others are transactional in nature and generate less volume, but more qualified. These are aimed more particularly at Internet users showing a high intention to purchase.
What steps to follow to identify your priority keywords?
When you’re new to SEO, you always wonder how to find keywords. Here are the main steps to follow to define a list of priority words to use to get results on the search engines.
1. Use your own vocabulary
The first thing to do to identify your priority keywords is to list the terms and expressions that you naturally think of to describe:
- The activity of your company,
- Its products and services.
Since you know your industry well and master its vocabulary, this is an asset you should use.
2. Put yourself in the target’s shoes
The second thing to do to spot your strategic keywords is to change your perspective. Don’t just look at it from the point of view of the specialist that you are. By putting yourself in the shoes of Internet users potentially interested in your services or products, you will find other keywords.
The vocabulary of the customers is different from yours. Comments (on your site or those of competitors), customer reviews, forums, etc., make it possible to identify the expressions actually used by non-specialists to describe your activity.
3. Study the competition and take advantage of suggestions
You can expand your list by analyzing the keywords used by your direct competitors. To do this, it is possible to “manually” review the web pages of their site or, for more efficiency, use a site analysis tool (see below).
It is also possible to find new keyword ideas via suggestion tools. By widening the semantic field, new keywords can appear and give your ideas for your content creation.
4. Analyze the potential of each SEO keyword listed
This means asking the question: “is this keyword really likely to be seized by Internet users?” “. Let’s go back to our previous example of the window manufacturer. Imagine that in the list drawn up previously, there are the words “custom-made aluminum windows” and “dormer blinds”.
It is necessary to determine, in relation to the products sold by the store, whether these terms have good potential. It is possible that, depending on the orientation of the store, the two terms are not defined together as priority.
5. Confirm the possibility of use
These keywords must have a reasonable relationship between Google search volume and their use by the competition.
Indeed, a very promising keyword, that is to say frequently searched by Internet users, can theoretically generate a lot of traffic. However, if it is very competitive, the web page to be positioned on this word will have little chance of reaching the first page of Google results.
Conversely, a less searched keyword can be more relevant. Do you think it is useful to compete for a very popular keyword like “wood window”? It’s a safe bet that the giants of the market are hard to beat. I t must therefore consider the possibility of using a keyword and select those that can potentially acquire, according to you, a better conversion rate.