What is the role of keywords in SEO?


Now it’s time to move on to a very important topic called keyword research. Our goal in keyword research is to write content that is acceptable and desirable to both the user and search engines.

Remember, the power of keyword research is in better understanding your target market and how they search for content writing. When creating content for keyword research, these questions are answered:

What are people looking for?
How many people search for it?
In what form and format do users want information?

Also, in this chapter of SEO for beginners, you will learn how to design your own keyword research strategy using tools. We’ll also describe some of the tools you’ll need for keyword research. Stay with Vira Web.


Before you start keyword research, ask questions!


You may also be very excited at the beginning and want to know what words users are searching for related to your business. But doing this in a hurry can be fruitless for you and waste your time, that’s why it is necessary to ask yourself questions before starting a business on the web.

Knowing these questions will help you create the best content.

The point that you should pay attention to is that you should never rush your research and carefully measure the situation. The more comprehensive questions you design and the more precise answers you consider for them, the more clear your research and SEO path will be.

The questions can be diverse for any business, for example, we have designed these questions for a gift shop:

What kind of gifts are people looking for?
Who searches for these terms and expressions related to gifts on the Internet?
When are users looking for gifts on the Internet?
Are there seasonal trends throughout the year? Will these searches change on occasions?
What words do users use to find the gift they want?
What questions do users have?
Is the amount of searching more with a mobile phone or with a computer?
What occasions do people consider appropriate for giving gifts?
Why do people buy gifts?
Do people also buy gifts for themselves?
Where are the customers located? How to find them?

When you design these questions, you may also have an answer in mind for them. However, don’t rely on your mind. Also, try to get help from others to have more questions. For this, if you can ask a colleague a question in the non-internet space, you will find a more open mind and this will help you prepare better content.


What words and phrases are people searching for?


You must have a complete description of your business. But what is important is what words and phrases do users use to find your products or services?

Answering this question is the first step in the process of keyword research and strategy for using them.


Discover keywords


Before you start the research process, you most likely have words in mind that you want to rank with. These words are the best words to start with.

When you use these words in the tools, you will see similar and related words, each of which has a different search volume. At this time, you may want to use words that have the highest search volume, which will increase the number of visits to your site.

If so, words with less search might have less competition and be more relevant to your business.

This is where this work can find you many words and questions that you may not have had in mind before.

When searching for a keyword, words with high competition as well as words with low competition will both be useful for your website. But knowing the level of competition is very important for prioritizing them.


Search rate of keywords and phrases


As we said, they knew that the search rate of keywords is very important for their prioritization. Usually the keywords that have the highest search volume also have the most competition. The competition can even be so intense that the first 10 websites contain rich snippets on the top page.

Or you may even see some top features that have zero results. For this reason, these words do not seem appropriate at the beginning of the work. In fact, these words are called difficult keywords.

Keyword difficulty means the amount of time it takes to rank. It may take you several years to rank for these words.

So the best strategy to start is to use keywords with less competition.

Some keywords are too long or simply too long. These words may have a lot of searches even though they are long and the competition on them is less. For example, “buy gifts for men” is a long-tail keyword that has less competition than “men’s gifts.”

This category of keywords is called long tail keyword or keywords.


The nature of long tails


You might think that long keywords are less used and won’t give you a good profit, but we will prove to you that this is not the case.

Let’s go with an example. For example, when the user AB

Art searches for pizza, can you guess what the user is searching for?

The purpose of the user’s search may be one of the following:

The user wants to know what pizza is!
He may want to order a pizza
Or maybe he wants to learn about pizza ingredients
Or he is going to search for fast food restaurants around him
Maybe he is bored and surfing the internet

Therefore, it can be said that the user has no specific purpose for searching for pizza. So maybe out of 100,000 people who search for that term per month, 30,000 people will land on your website, and maybe only 30 of those people will buy a pizza.

Therefore, it is not worth it at all to invest several years for this keyword.

On the other hand, let’s assume that the user has searched for the phrase “buy mushroom and meat pizza”. Can you tell if this user has a purpose other than shopping?

Now imagine that instead of 100,000 people, only 10,000 people search for this phrase and you have a rank between 1 and 3. At this time, with the entry of 5 thousand users, you will have the potential to sell 50 pepperoni.

As a result, it can be said that when the user knows what he wants (knows the purpose of the search), he will definitely buy. And in fact, long tail keywords are exactly the goals of users.


Determine strategy with search volume


After you’ve found your desired keywords, it’s time to prioritize them. Of course, knowing the amount of search and the difficulty of the words can give you strategies. In the following, we will describe strategies that may be useful for your business.


Keywords based on competitor analysis


Knowing what words and phrases your competitor is ranking for can help you prioritize keywords. You can act in two ways in competitor analysis. In the first case, you can use the words used by the competitor and try to provide better content for them; In the second case, you can use words that the competitor has not used. Meanwhile, you can use words that have a high search volume.

In the first case, you intend to aggressively compete with your competitor, and in the second case, your goal is to use the opportunities that your competitor has not used.


Keyword research based on seasonal trends


In some seasons of the year, we see a strange growth in the search of some keywords. For example, in the month of January, even in the month of December, the word Christmas is searched a lot. Or in the month of February, there is an increase in the search volume for the word “Valentine’s gift”. Using these waves can increase your site traffic several times and produce updated content.

To find out about seasonal trends, there is a free tool called google trend that will give you this possibility.


Keyword search by geographic region


As you know, some keywords are pronounced in different ways in different regions. Or are phrases that are searched more often in some provinces. Google has provided this possibility for us in a tool called Google Keyword Planner.

For a foreign example, we can say that big trucks are called big rigs in Texas, America, while in New York, these big trucks are called tractor trailers.

In Iran, there are many examples of this difference of words based on the region that you can find and use.


Choosing the right content format based on the purpose of the user’s search


The purpose of the user’s search has made Google to show the answer to the user in different formats. Google may prefer to respond to the user’s response based on features.

Therefore, it is important to know why the user asks his question in Google. Knowing the user’s search intent will help you create better content in the right format.

Although thousands or maybe millions of searches are done daily, all of them can be divided into these 5 parts:


1. Informational queries

In this type of search, the user intends to obtain information. For example, the user searches for “recipe for ghee”

2. Navigational queries

Navigational is a type of search where the user intends to visit a specific website, for example, the user searches: “SEO training for SEO”

3. Transactional queries

This type of internet search actually takes place when the user intends to do something. such as buying tickets or listening to music or video, etc.

4. Commercial investigation

This type of search is done with a commercial purpose. The user wants to buy a product or compare the price of a product on different sites.

5. Local queries

In this type of search, the user has searched for a phrase whose answer requires a physical location. For example, “Clinic in Tehran”, which are also called local queries.


How to determine the purpose of the user’s search?


Now that you understand that the best content is produced to answer the user’s goal, you may want to know how to distinguish this goal from searches. There are 2 solutions for this:


1. Analyze the word as a user

If you have the power to put yourself in the user’s place, you will be able to identify the purpose of the search. This can be difficult on monosyllabic words. For example, when a user searches for the word

It may not be difficult for you to understand what the user’s search intent was. For such cases, use the second method.

2. Search on Google

Searching on Google is the best way to understand the purpose of a user’s search. Google will spare no effort to give the best answer to the user.


Keyword search tools


In order to find out about keywords and their difficulty and searches, it is necessary to use tools during the keyword research process. These tools, both in free and paid versions, can lead to great idea results for you.


Free keyword search tools:
Google suggestion
Google Related Posts
Keyword planner
google trend


Paid keyword research tools
Keyword explorer moz