Over the past few years in particular, and following Google ‘s Hummingbird update in 2013 and EAT in 2018 , the world of SEO ( Search Engine Optimization ) has been constantly evolving .
In 2023, SEO is considered an increasingly complex strategic activity : in this article we analyze how to approach one of the micro areas of the SEO world: keywords.
One of the practices aimed at improving the positioning of a website is the research and evaluation of keywords , which represent the terms most used by users to search for information online.
But what exactly are keywords and what role do they play in your buy phone number list SEO strategy? In this article, we’ll explore keyword research for SEO content in detail and look at the changes you should be aware of in 2023.
1 – What are keywords?1
Keywords are the terms or phrases that users type into search engines to search for information on a particular topic. In other words, they represent the words or phrases that people use to express their search intent.
Keyword Research for SEO Content in 2023
2 – What function do keywords have?
Keywords are essential for SEO because they help search engines understand what a particular piece of content is about . When a user types in a keyword, search engines search through the content online to find the content that best responds to their query.
In this sense, keywords represent a bridge between the needs of users and the content present on the web . By using the right words, it is possible to improve the visibility of your online content and attract a greater number of visitors.
3 – Main types of keywords
There are different types of keywords, which can be classified based on length, structure and context of use. The main types of keywords are:
– Short-tail keywords : also called vanity keywords , they are short keywords, generally composed of one or two words and with high search volumes . For this reason, they are very competitive and difficult to position, but not necessarily the best;
– Long-tail keywords : these are longer keywords, made up of 3 or more words , such as “black running shoes” or “quick cooking recipes”. They are less competitive and less difficult to position than short-tail keywords, because they have a lower search volume . This does not mean that they are less strategic: in fact, they are much more effective keywords, as they target the search intent and, consequently, make positioning easier;
– Branded keywords : These are keywords that include the name of the company, product or brand, such as “Nike Air Max” or “Apple iPhone”. They are used to drive traffic to a specific website;
– Local Keywords : These are keywords that include the name of a city or region, such as “pizzeria in Milan” or “hotel in Rome”. They are used to attract traffic from a specific geographic area.
In the strategic evaluation of keywords to write SEO content, today it is no longer enough to rely on a single keyword. With the updates of the behavioral rules provided by Google (we focus on this search engine as it is among the most used in the world) the SEO activity is constantly evolving and the competition is increasingly high.
So, first of all you need to define a group of keywords on which to write a content or modify an existing one; secondly you need to interpret the search intent.
4 – What is Search Intent?
how to generate high-quality leads with floating contact forms on landing pages Search intent is the purpose that the user has when typing a keyword into search engines. It is a concept closely linked to that of keyword research, which can be characterized by different search intents . Search intent is a concept that for SEO purposes is assuming increasing importance , even in 2023.
We can define 4 main types of search intent:
– Informational : the user searches for information on a topic , more or less specific. For example, “how to make pesto pasta”;
– Navigational : the user searches for a specific website or a web page within a website. For example, “Facebook login”;
– Commercial : the user searches for information on specific australia data products or services , to get an idea of the offers and models, but does not yet have the intention of purchasing them. The user carries out this sort of “investigation” to evaluate the purchase at a later time. An example of commercial search intent is: “best running shoes”.
– Transactional : unlike the previous point, with the transactional search intent the user intends to purchase a product or service. In fact, he has already searched and collected the information he needed and now intends to perform a specific action, such as purchasing a product, downloading an app or registering on a site. This is the most impactful type of search intent: the keywords that respond to this need intercept a “hot” customer , i.e. one inclined to purchase products or services. For example, “buy running shoes online”.
Understanding user search intent is crucial to creating relevant and relevant content that meets user needs . When content meets user expectations, the likelihood of your web