A keyword is an informal word used to extract information.
It indicates the content of a document and is used to create a result relevant
to a search query. Using the right keyword for your project or web page is an
integral part of digital marketing today: the SEO game mainly revolves around
choosing the right keywords. View source.
Summary
1 Keyword Tools
2 Importance in on-page optimization
3 Importance in off-page optimization
4 Importance for Google Ads
5 Perspective
Keyword Tools
The research of keywords today is extremely facilitated by
many tools. Keyword tools especially help in optimizing content for publication
on the web. Many of these tools are otherwise free.
Keyword planner
: This free tool from Google was created so that advertisers can
determine the appropriate keywords for their advertisement . It can be
perfectly used as a tool to aid in content creation and keyword targeting of a
website.
Google Suggest
: this is not initially a tool but rather a function of Google. If you
want to identify queries closely associated with a phrase, you only need to
enter the main keyword in the search bar and you will immediately receive the
associated applicable terms.
Google Trends
: With this keyword tool, you can determine trends in the popularity of
search terms as well as analyze historical search data. This is particularly
interesting because of the possibility of adjusting geographic filters.
Soovle : This
tool uses many well-known search engines like Google, Amazon , YouTube or Yahoo
to find the relevant keywords. If a user enters a keyword in the search bar,
they will immediately get additional and similar suggestions to the specified
search from search engines.
WikiMindMap :
This tool allows the creation of mind maps with similar terms, based on
Wikipedia articles.
Importance in on-page optimization
From a technical search engine optimization perspective, a
keyword is an important part of a web page as it plays a role in determining
the importance of a document. The search engine uses a keyword analyzer and
checks if a page matches the search query made by the user. Another deciding
factor is the proximity or similarity of the keyword.
It is advisable to match the search words in the meta title, meta description, header, and context with a central or main keyword. If no
consistency is identified, the search engine may consider that the website is
not sufficiently interesting and relevant for a specific keyword and will therefore
position it lower in the search results, or even not list it. at all in the
SERPs.
Currently, there is no distinction between the upper and lower
case for keywords because Google interprets all searches based on the lower case.
In the future, however, Google may introduce this aspect in search.
Too frequent use of keywords on a page (also called keyword stuffing ) can also result in exclusion from search engine indexing.
Degradation of the classification can also occur.
Reasonable use of the most important keywords is recommended
within a page. Ideally, an HTML document should be driven by a single keyword.
With a good keyword analysis of your own industry or branch, you can find the
right keywords for your website in advance.
Importance in off-page optimization
The establishment of internal and external links is very
dependent on the context in which and with which the hypertext links are added.
The targeted keywords must be present so that the link building can be
associated with an idea or a concept.
Since its Panda update, Google has been watching a page's
external anchor texts very closely. If a text link is used too frequently, the
page can be penalized, or even the entire domain. If a keyword is used in the
wrong context or classified by Google as inappropriate (like a bad keyword),
the page can also be devalued. On the contrary, the referencing of a page can
be improved if many variations are used in a text link and positioned in a
natural way, and bringing real added value to Internet users.
Importance for Google Ads
Google Ads bases its advertising system on keywords.
Campaigns and ad groups are created with and for a specific keyword. In Google
Ads and as well as in SEO, it is particularly recommended to give importance to
the search volume of a certain keyword: this allows to have an estimate of the
potential volume of visitors who carry out a search for this keyword in
particular. Search volume can be quickly determined with the Keyword Tool.
Perspective
More and more Internet users are surfing the web by being
logged into a Google account. For some time, however, the keywords used by a
visitor to find a website have not been shown in reports. Google increasingly
protects personal data and it is no longer publicly available. If the number of
Internet users continue to increase, it can become even more difficult for
webmasters to optimize their website on the basis of a single keyword.
The most searched keywords each year are listed in Google Trends
and therefore visible to every webmaster or SEO professional. It is made
possible for them to detect future trends.
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