What is Keyword? What is Key Phrase?
A keyword is a specific word or phrase you audiences are likely to type onto google search when searching for a service, product or topic. For the sake of this article I will assume the audience are in search of a product or service only.
A classic example of key word is “Car-wash” a single word keyword and an example of key phrase is “Car-wash in Barnet”.
Why choose Key Phrase over Keyword
Research shows that almost all searches that eventually lead to a meaningful outcome on google will be a key phrase rather than keyword. The reason for this is, Keywords are relatively broad in meaning and in order to narrow down searches most people who search a single word quickly realise the result returned to them are too broad therefore they narrow down their search by adding an additional word to their initial keyword. If I use my “car-wash” example again, this keyword will return variety or result ranging from car-wash accessories to images of car-wash to local car-wash whereas if I had typed in “car-wash in Barnet” instead, result returned to me will be at about 90% local car-wash in Barnet. Using phrase means result returned to users will be more targeted and accurate therefore a phrase is nominally more effective than just words.
How to pick right Keyword/Phrase
Picking the right keyword for your audience is the most important SEO decision you will have to make. The right keyword has to be exact word majority of your audience are typing into google for the product or service you providing.
There are numerous factors to consider. I will discuss two.
1) Arguably most important factor of all is the ability to determine the psychology of your audience by the keyword they type into google. Understanding your clients state of mind based on the search term they use on google is worth its weight in gold.
The psychology of your potential client search term determine their buying pattern. I give 3 examples of similar search terms but different psychology and buying chain / Decision making state in the table below
From the table above, we can clearly see that to a reasonable extent, we can predict the behaviour of a person searching on google by the search term they use.
2) Search Volume is the second equally important factor. If a search term covers potential client in the desperate state (same day service) and also has high search volume 10k searches a month, this keyword/ Key phrase is what I refer to as “SUPER PHRASE”.
These two factors should form the baseline for any keyword research.
Good news is, you do not have to guess your keyword, google logs every word that has been searched on its platform and makes it available to us, therefore you can validate whatever word you believe people search for when looking for your product or service. Google compiles these words and phrases into a database. The database shows the monthly search frequency of a keyword; it also tells us how competitive the keyword is.
We can dig into this database with the help of google keyword research. This database used to be absolutely free but recently google decided that to gain access to the tool, you must have paid for an AD campaign recently (in the last 3 months). So you can run a pretty cheap campaign £5 just in order to use the tool.
Where to Use Keyword
Once a Keyword has been decided on, this keyword or phrase should be optimised in two ways.
1) On site SEO
2) Off Site SEO
On site SEO
On site SEO is achieved by creating a landing page with a SEO OPTIMISED blog/article within your website. This should be a pages on your website. This page if correctly written will inform google what keyword it will like to rank for and in retrospect what the entire website is about. This is because google craws through every website once every few weeks to see if there is any new content. If there is a new content, google will pick it up automatically and use the keywords within any new content to build a better picture of what your site is about. Google does this so as to give users a better experience, when google users search for this keyword, google knows you provide the product or service that keyword represent.
Off Site SEO
Keywords must be used off site as well, ensuring the keyword points back to your website. Example of this is hash tagging ones’ keyword on social media and making sure that social media platform is linked to the website. One of the toughest but most effective is other peoples blog, having other people reference your keyword when appropriate in their independent blog and creating a backlink to your website helps to build authority on that keyword hence increasing your ranking power on that specific keyword.
TDdesigns we provide both training programme so you can do most of this yourself. We also manage other people’s or organisation’s SEO. This service is ideal for businesses either without the technical knowhow or with a bit too much on their plate