Search and keyword allocation


The first step in search engine optimization is to properly determine what you are actually optimizing
it for. This means identifying the queries people are searching for or the keywords you want your site
to rank for in search engines.

Sounds simple enough, right? I want my company to appear in searches when people search for
"video recorders", and perhaps when they type "buy video recorder".

But in reality, it's not as simple as it sounds. There are several key factors to consider when
determining which keywords you want to promote your site for:

Search volume. The first factor to consider is the number of people (if any) searching for a given
keyword. The more people who type a keyword into a search, the wider the audience you want to
reach. Conversely, if no one is searching for the keyword, there is no audience to find your content
through search.
Relevance. If a certain product or service is searched for frequently, that's great. But what if that
query is not completely relevant to your potential customers?
At first, relevance seems obvious: if you're selling corporate email marketing automation software,
you don't want to appear for search queries that have nothing to do with your business, such as "pet
products". But beyond that, you need to consider what kind of companies you are selling your
product for, in what territory, and other equally important factors.

Competition. In SEO, you must also consider the potential costs and likelihood of success. For SEO,
this means understanding the relative competition (and likelihood of ranking) for specific terms.
First, you need to understand who your potential customers are, and what they are likely to be
looking for. If you don't yet understand who your audience is, think about it. This is a good start, not
only for SEO, but for business in general.

To better understand your audience, ask some questions:

What are they interested in?
What problems do they have?
What language do they use to describe their needs, to enter a query?
Who else are they buying things or services from? (It could be your competitors. But also, the answer
to this question may give indirect clues in determining your target audience).

Once you have answered these questions, you will have an initial "initial list" of possible keywords
and domains. This list will help you get additional keyword choices, determine search volume and
competition figures.

Internet browser search bar with magnifier on computer screen with text Search

Take a list of the main queries that your potential clients and customers use to describe what you do,
and start typing them into your keyword tool. For example, Yandex's is the Wordstat keyword tool.

You can use different keyword suggestions tools, but the basic idea is that at the beginning you
should try to collect the maximum number of the most relevant keywords and phrases.

If you already have an active website, you are probably already getting some traffic from search

For advanced semantics collection not only for high-frequency queries, but also for medium- and
low-frequency ones, Key Collector is excellent. In addition to collecting keywords, you can also use
this program for clustering.

Once you have understood who your potential customers are, what they are looking for and how
they enter the query; analysed the keywords that bring traffic to your competitors, and studied the
queries that attract traffic, you need to determine what criteria your site can rank for, and where to
focus your SEO efforts.

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