Keywords in SEO Content |Content Writing.Blog

Selecting Keywords in SEO and Good Content


Keyword research and their right placing is necessary, to create content that is visible in the search results. Search queries or search terms used by the searcher in the browser window, form as a key word. It may be head term or long tail key word.  Down the line we will learn, to create the keyword ideas, role of keywords in page optimization, broad match search queries, and long tail keywords for specific search.

This is one of the functions of SEO, as to make the page optimization so well that, your website page is optimized and appears well in search engine ranking. Therefore, for on page optimization, make use of the best keywords in the title tag, Meta Tags and Meta description. SEO is the person always at lookout to see, what the people search volume trends are?

One thing is very clear, that as SEO, you help the client to build his website, high in search ranking.

Why keyword are necessary for Search engine Optimization?

Keyword is nothing but a search query placed by the searchers in google search, to find the product or services of his interest. As he needs it and you are offering it.

We take the example of Mr.x interested to buy a book about Search engine optimization. He wants to learn some basic knowledge on search engine optimization by reading books. He enters a search query in Google search for “book”. As a result, Mr.x gets number of results on the first page of his browser for the books, but it is likely that Mr.x visits only number one result and then may be any other number on the page and finds the books of all kind, where as, not related to Search Engine Optimization and consequently, quits the page.

Then, he enters the search query as “SEO book” and finds number of SEO related books written by different authors. While in his next search, he enters more specific query, as “ SEO book by Mr.A”. As a result, now in his search browser, he will get the books only written by Mr.A.

First Understand Your Audience

For targeting searchable keywords that will direct your target audience to your site. First of all, you need to understand your audience, so reach your audience. let’s think about some search terms, words and phrases, people search to find your website. Examine these for the relevance and importance to your target audience. To do this you need to understand the psychology behind the search, as how people are likely to search for your product or service and why they have chosen these search term, word or phrases?

To solve this riddle, make personas of your ideal customer. Personas are the fictional character of your ideal customer. Wikipedia explains personas very nicely.

With understanding of your target customers, you will be in a better position to select the most appropriate keywords for your website. Hence, keywords so selected, which are based on relevance, search volume and the competitiveness, will attract and retain a large number of target customers on your website.

Role of Keywords:

After keyword research, SEO knows exactly, as what people are searching online and what they are looking for. SEO is the one, who devise methodology, to reach out to your audience. And deliver the information, they are seeking for, with the help of search terms, words or phrases they are using.

Even best of the best looking websites can’t be found unless they have the relevant content, weaved with the terms and phrases people are searching for. Basically these words and phrases are the search queries, later we call these as keywords.

Role of Search Intent:

Remember one thing, that different people search the internet with different intents. It’s the job of SEO, to understand the intent of the searcher when selecting the keywords:-

  • His intent could be just obtaining information on some topic.
  • Searcher may be interested to buy something, or
  • He is just searching to get some ideas for something but have no intent to purchase anything.

There are variety of different reasons, that will make the searcher to think and formulate his search query. You must have observed that people come up with different search queries for the similar product or service. Anyway, whatever the search query you enter, google will display the most relevant content, pertaining to your search query available on the web. Hence, this proves that the relevance of keywords, matters for  your website page article, as well as, for the website.

Categories of Search Intent:

The intent of the searcher, divide the searches into different categories. These categories of searches, clearly indicate the intent of your buyer persona. The categories are:-

  • Navigational
  • Informational
  • Transactional

The path of searcher from navigating the web, obtaining the information for the product or service, and finally responding to the call-to-action, as desired by the marketer, is called the buyer’s journey. All types of queries are closely aligned with the stages of the buying funnel. So, understanding of these elements is important, to take the right decision in choosing the best keywords, for that stage of searchers buying funnel.

  • Navigational Search Query: In this type of search, searcher has some specific site in his mind. Searcher will just visit that particular website or brand name directly and visit the brand results for that page. These types of queries are brand focused, thus require little to no page optimization. Brand focused searchers are more engaged with that particular website, as a result, get better conversion rate.
  • Informational Search Query: These types of searchers are more inquisitive and look for bit more information, about any topic or product or service, they want to have. They seek information, before making any decision. This is somewhat is the start of buying funnel.
  • Transactional search query: At this stage of the buyer’s journey, searcher is ready to buy or take some other action. i.e. buy transaction, subscribe for an e Newsletter, create free account or fill a form to get some free PDF eBook.

Now you have the knowledge about audience, their intents, psychology behind the search and the categories of search in the buying funnel. And now we are well prepared to dive deep into learning the selection method of keywords.

Choosing the Right Keywords for SEO

When choosing the right keywords for page optimization, you as SEO keep one important point in mind that selecting broad or general keywords, might attract more traffic but conversion will be seldom. So, for conversions, that mean committing the customer to respond to call-to-action, you have to be specific. And, for that, you need mid and long tail key words.

As in the above example, we learned that a searcher was interested to learn search engine optimization and wanted to buy SEO book. Once he just searched for Books, he saw number of different results, for all kind of books. But were not relevant to his interest. While, he searched SEO books, he saw the results for only search engine optimization related books. Later, he he further narrowed down his query and added the author name as well. Now, Google search engine displayed the results, only for the books on search engine optimization written by the author you asked.

Types of Keyword 

 It is an established fact that keywords play an important role in building authority for your website and get the attention of searchers, as well as bots. Different types of keywords are:-

  • Head,
  • Tail.
  • And Long Tail Keywords

Head term keyword is general, mid tail are little more specific while narrowing the search query phrase, by putting in more detail are called long tail keywords.

To clarify further, searcher can make the queries in a general single word or in several words. Like we made queries as;   Books, SEO books, and SEO books by Mr.X.

Keywords length dictates whether its short or long tail keywords and it matters a lot. Single word or phrase of multiple words (which is called long tail key words) all brings different effect in the search results on search traffic and conversion rate.

Head Term or Short Keywords:

These consist on one or two words, as only “Books”, although, it will bring lot of search volume but it is more competitive and broad in nature. Meaning by conversion will be seldom.

Mid to Long tail: 

These consist on more than one word and little more specific like SEO Books. These keywords are easy to guess and optimize as well.

Long Tail keywords: 

These are more specific, as to reach this stage, user has carried out all the research and gathered all the information and now, he wants a specific product or service with clear cut specifications. As, SEO Books with the Author name.

This type of query is also called transactional query where user knows what exactly he want after his research work and information gathering in the buying funnel. Although this will have very low volume of traffic but conversion rate is high.

For building long tail keywords, there are different ways to turn the single word keyword into long tail. By joining various head tail keywords, and creating a meaningful phrase related to the topic will form variety of long tailed keywords. Build the keyword list, and group these in the keyword niche form easy management.

Following illustration will give you further understanding, the effects of head, tail and long tail keyword with regard to search volume and conversion:

Effects of Head, Mid Tail and Long Tail keywords in SEO

Effects of Head Mid Tail and Long Tail Keywords

Effect of Head, Mid tail and Long Tail Keywords


In the above illustration you have witnessed, how the number of words in a keyword affects the traffic and ROI. Anyhow, It all depends on your business model whether you want more traffic and divert it to some other website or you want traffic which converts on your website.

Mostly when people carryout the search they type 2-3 words while 30% people write one word keywords. And rest use more than 3 words or more phrase (long tail keyword).

Right Keywords for Higher Search Ranking in SERP

Website optimization by the search engine, is the whole some of many other Search engine optimization factors, other than keywords. Like, On-page optimization, back link, blogging, social media campaigns, directories submit, videos and photographs, and many technical factors. Although all these play a role in search engine ranking. But,   the reality of keywords cannot be ignored.

To see your website on first page and achieve top position in the SERP, one of the important factors is, to choose the well-researched keywords, and position these, at the right place in the content. In on page optimization, make sure to place best keywords in the title tags, Heading tags and Meta description. But do follow the webmaster’s best practices for number of time to use in mata tags, Meta description and on page content. Maintain the permissible keyword density when creating content. Keywords placement in the content should be organic and logical. No stuffing of keywords.

The truth is that no SEO can succeed with the wrong keywords. At the same time, keywords are not the only factor to succeed in achieving the higher search ranking.



Remember, you want maximum revenue, meaning by converts. So try to be specific, means make use of long tail keywords. It’s easy to optimize and rank for unique phrase with lesser competition. Longer and more targeted keyword phrase is more focused so these will get you more targeted traffic on your website that converts.


Method of Choosing keywords:   

There are various methods to choose keyword. Everybody will advise you select the best keywords to create quality content but nobody tells the process by which to choose the best key words. I will guide you here to choose best keyword by using free tools.

There are various steps involved in selecting the keywords and as well as different methods. The method involve are:-

  • A manual method of finding keywords and,
  • By Using Free keyword tools.

We will discuss only the free keyword methods to find new keywords. Free keyword research methods are equally compatible with the paid keyword tool method. However, these free keyword selecting methods are economical for the beginners in the SEO field. Some free keyword tools are also available in the market but with restricted and limited options. Best is to use Google keyword planner Tool for selecting the keywords. For research and analysis purpose, use Google analytics, Google trends and even Google search console. These all are free and very useful. I use these, these are reliable tools.  Here with some efforts we will achieve the best results by doing the things manually and without any cost.

Basic Tips for building the List of Keywords:

  • Get the keyword ideas from anywhere, hence get keyword suggestions from family and friends, as what type of search queries they formulate for a topic.
  • Make a list of keyword ideas page, place the keywords into small groups for better management. Make a separate list of most popular keywords.
  • When building the keyword list adopt the principle of “Build and Scale”. As a result, your keyword list will get fatter with every passing day.
  • Always segregate the keywords by industry, same keywords can’t fit in for all industries.
  • Your keyword list must contain the keyword ideas and historical background for better placement in the content and for better relevance.
  • Always keep your keyword list updated, by including the new keywords while exclude keywords having lost the relevance with the topic these were selected for.
  • Choose the keywords with relevance, search volume and with low competition. Then, select keywords for each page with relevance to the topic. Not the same keywords for the entire website, that won’t work.
  • Use broad match keywords, if you are just interested in search traffic but conversion rate will be very low. For best ROI use 2-3 word phrases and for more conversion, be specific, use long tail keywords.
  • When creating content place the highly relevant keywords in the beginning of the page i.e. SEO title, URL, Meta tags, Meta description and heading tags. Especially, it is necessary for sale and other conversations.
  • When creating content, keep in mind the economics of quality score  as that comes with the use relevant keywords.
  • If you have the blog, then blog posts should be website related and so are the keywords, related to the topic of the post.

Process of selecting the keywords

To start with, just exercise your brain and stretch your imagination and think of some keyword phrases related to your website.

1st Step:      Make a list of every word or phrase you think people can think of, for formulating the search query to find the product or service your website offers. Also ask your colleagues and peers or for that matter anyone who can give you some idea. Put each keyword/phrase into Excel spread sheet as a separate record.

2nd Step:     As you have now gathered a list of single word phrases, now is the time to make these in multi-word phrases. Join the single word keywords to make a phrase of multiple words that best describes your product or service. Get the idea from target audience.

3rd Step:      Use the web to get more keywords. Google Search engine database will get you the actual words people are searching. As you have already some words use them in the Google search engine to get more and more ideas for keywords. Make use of following free keyword tools and analytics resources as well:-

4th Step:      Find the keyword your competitors are using, spy a little on your competitors. For that place a keyword or phrase related to your website which you have gathered so for, in the google search engine and here you will get the top competitors for a particular keyword. Examine these and find who actually your competitors are.

How to Use Google Keyword Planner:

Go to the Google keyword planner tool and enter the URL you have copied from the browser into the URL field of Google keyword tool. New Google Keyword Planner has been launched with the new name as under, with additional features.

Keyword Research & Strategy with Keyword Planner – Google Ads

If you feel difficulty, just learn on YouTube the tutorial by Allison Lindstrome.  At the link:

Enter your keyword or phrase and Just wait; see Google Ads word planner will give you a great list of keywords your competitor is using,

Very Important: Go to the Tab (Ad group Idea) in the Google keyword Planner Tool ideas are sorted by groups. Select the group of the products you offer and would like to promote. Similarly find the keywords for other competitors and grow the list of useful keywords.


Another way is to find the keywords used by the competitors in the Meta <keywords>tags. Although this practice of using keywords in the Meta tag has been abolished by the google but still people are using and those who already had but did not alter the source code. For that go to the home page of the website, click right and hit source code in the window or click ctrl+U, then click ctrl+F and enter the word <keyword>, The tag is highlighted followed by the keywords, note these.



So the first method is complete while other is by using the keyword tools. There are plenty of tools available in the market, some are free tool and some charge. Anyway carry out your own analysis for selecting the keyword tool, assess the usefulness and cost to business ratio and select the one which suits you. But I will not advice if you are not an agency. Just use free resources and the best is Google keyword planner.

How to short list the appropriate Keywords/Phrase from the one you have gathered

You can do this task manually and free of cost but tools with cost as well, using the tools available in the market. Anyway we will start with manual process which is free.

To select SEO keywords, weight the keywords on the scale of keyword Efficiency Index (KEI). This how you will find the best keywords; those will bring traffic volume to your website. This is very important stage in the process of search engine optimization.

There are three elements to be considered to measure the importance and usefulness of any keyword and get Keyword Efficiency Index. These elements are:-

  • Relevance: Describes as how close the keywords are to what your website is offering. And distinguish it as Excellent, Good, and poor and number these respectively as 1, 2, 3.

Make a spreadsheet and put the appropriate relevance grade under the heading Relevance.

  • Search Volume: How many searches are being done for a particular keyword in a month is called, the keyword search volume for that keyword? To find the search volume data use Google Ads word. To find the specifics just fix the filters like desired match type, region, language and devices. In the match type further highlight:-
  • Broad Match type
  • Choosing Exact Match
  • The phrase

You will get the search volume data; put this search volume data in the spreadsheet after the relevance.

Competition: You need to determine your competitors, as how many websites try to rank for the same keyword. All sites using the same keywords are your competitors. And if the fewer sites are optimized for this keyword that keyword has better KEI. However checking competition is very simple just place the keyword in Google search and you will get the competitors.

Place the figure of competition in the spreadsheet after the search volume data.

What is keyword Efficiency Index

Now let’s see the Keyword Efficiency Index (KEI) formula and put the values of Relevance, Search volume data and Competition figure, in the formula below for every keyword:-


You can apply this formula in the excel sheet as well, to work out KEI automatically. You Just have to put the value for relevance, search volume data and competition figure. Excel will work out KEI in the separate column in your spreadsheet. It will look like this:-


You have worked out the KEI for all the keywords, now just sort out the list as per KEI. Higher the KEI, the better is the keyword.

For your website you just need top 5 keywords to optimize, color them for identification. Use these top, targeted keywords in your content in the first turn. Then choose the next following 30-40 keywords and mark them with any other color for identification purposes only. Use them as alternative and then next about 70-80 keywords, mark them in the same way and use them as a supplemental.

This is all about short listing the keywords. Any way various tools are also there in the market to do all this but with cost.

Analysis and Ranking Report:

Once you are done with short listing of keywords, create content by using the keywords at the appropriate places on your website page.

It’s the time to check how your website is doing. Without measuring the progress you won’t know for sure that you’re doing the things in the right way.

Normally SEO make their keyword report once in a week but there is no bar, you can do it even daily. But how to do it!

You can do it manually by typing the keyword in the Google search engine and finding your rank. Following free tools are also available, make use of them:

To conclude:

  • As, You have learned how people formulate the search query to find the product or service in the search engines. Now you have lot of tips with regard to keyword selection, making list of keywords, Grouping and management and to create content using best of the best keywords.
  • You learned to convert the three important elements relevance, Search Volume, and competition into Keyword Efficiency Index (KEI). And short listing of keywords as per KEI. Higher the KEI better the keyword is.
  • Furthermore, now you can select the great keywords to optimize your website.
  • The first ranking report to find that you are doing the things in a right way.

By now you are fully prepared to take a good start for your website.

Good Luck!


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