SEOKeywordMastery

SEOKeywordMastery

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SEOKeywordMastery

TableofContents

Table of Contents .................................................................................................. 3

Introduction ............................................................................................................ 4

Keyword Use Has Changed .................................................................................. 6

Keywords in 2017 And Beyond ........................................................................... 10

Keyword Types .................................................................................................... 11

Keyword Tools Compared ................................................................................... 15

Term Explorer .................................................................................................. 15

SEMrush .......................................................................................................... 15

Moz Keyword Explorer ..................................................................................... 16

Keyword Snatcher ............................................................................................ 17

Ahref Keyword Explorer ................................................................................... 17

Long Tail Pro .................................................................................................... 18

Conclusion ........................................................................................................... 19

Resources ........................................................................................................... 20

SEOKeywordMastery

Introduction

SEOisatopicthatistypicallyextremelymisunderstood.Becausethings

changesorapidlyandsodrastically inthearena,bad informationand

outdated information is circulated as truthmore often than not, and

evensomeso-calledexpertsaren’tactuallysurewhat’strueandwhat

isn’t. Google and other search engines deliberately keep their

algorithmssecret,notonlyfromtheircompetition,butfromthosewho

mightabusethesystemiftheyknewforsurehowitworked.

Thismeanswhatinformationwedohaveislargelybasedonanecdotal

evidence and second-hand information from other people who have

performedtestingandtrackingtocreateaneducatedguessaboutwhat

mayormaynotwork.

Thankfully,wedohavesomeinformationthatisrelativelycertaintobe

correct.This ismostlybasedonthoroughtestingbySEOexperts,so it

can never be assured to be 100% accurate, however most of this

informationisgenerallyagreedintheSEOworldtobetrue.

SEOKeywordMastery

There is one thing that is definitely agreed on by nearly every SEO

expert out there, and that is that keywords are still important. They

don’twork exactly the sameway as theyused to, but they are still a

very important part of SEO, and that’s what we are going to

concentrateoninthisguide.

Keywordswill probably always be a vital component of SEO, because

that’s the primary thing search engines use to rank websites when

people search for specific terms, however how those keywords are

usedhaschangedsignificantlyoverthepastfewyears.

Let’s get started, and you’ll learn more about the importance of

keywords,andhowto findtherightonesandmakesureyou’reusing

themcorrectly.

SEOKeywordMastery

KeywordUseHasChanged

The first thing I want to stress is that keyword use has changed

drastically over the past decade. At one point, all you had to dowas

stuffapagewithabunchofkeywordphrases,andyoucouldrankfora

lotof thosephrases.Sometimesyoudidn’tevenhave touse relevant

keywords.

If you just repeated100different keywords twenty timeseach, you’d

haveaprettygoodshotat ranking in the top10 forat leasta fewof

those keywords, especially with a little bit of extra effort like using

headingtagsorevenhiddentext(makingthetextthesamecolorasthe

background).

Of course, search engine algorithms have gotten a lotmore complex

and a lot smarter. If you attempt tactics like that these days, you’ll

probablyjustgetyoursitebannedfromthesearchenginesentirely.

SEOrequiresa lotmoresubtlety thesedays.Youcannotuseall those

shadytacticsandexpecttomakeittothetop,evenforlesscompetitive

keywords.

SEOKeywordMastery

Searchenginesaremuchsmarterthantheyusedtobewithregardsto

keywords.Forexample,itusedtobethatifyouwantedtorankonthe

first page for the keyword phrase “underwater basket weaving” you

had to have that exact keyword phrase on your pagemultiple times.

Now, it’s possible to rankon the first pagewithout having that exact

phraseonyourpageatall.

Ofcourse, ifyoudohave itonyourpage,youcertainlyhaveabetter

chanceofrankingwell.However,otherfactorscanpushyoutothetop

evenifyoudon’thavethephraseonyourpage.

There’salso somethingcalled latent semantic indexing,or LSI. LSI isa

complex process, but basically it involves the search engine’s system

taking a look at a wide range of documents, comparing them to see

whichwords theyhave in common,anddetermining relevancebased

notonlyontheindividualpageitisanalyzing,butothersitbelievesare

similar.

If you have “how to weave baskets under water”, Google would see

that as contextually similar to “underwater basket weaving”. The

searchengineisabitlikeartificialintelligence,becauseitcan“learn”by

SEOKeywordMastery

analyzingbillionsofpagesforsimilarities,anditcanfigureoutcontext

by realizing that many other pages that contain “underwater basket

weaving”alsocontainthewords“howtoweavebasketsunderwater”,

anditrealizedthosetwophrasesmustbecontextuallysimilar.

Even though the search engine itself knows absolutely nothing

whatsoever aboutunderwaterbasketweaving, it is able to figureout

whatthosepagesareaboutsimplybecauseofhowoftenwordsappear

onotherpageswiththesamegroupsofwords.

YoucanlearnmoreaboutLSIhere:

>>http://www.seobook.com/lsi/lsa_definition.htm

Remember to keep inmind that justbecause youcan rankwell for a

phrase that doesn’t appear on your pagedoesn’tmean youwill rank

well for that phrase. Thus, it’s always better to have those exact

phrasesonyourpagewheneverpossible.

Themost important thing to take away from this is that you do still

need tohavekeywordsonyourpages inorder forGoogle (andother

search engines) to figure out what your page is about, but you no

SEOKeywordMastery

longer have to worry quite as much about incorporating specific

keyword phrases or anything like that. As long as you research your

keywordsandincludeafewmainkeywordphrasesonyourpages,the

restwillfallintoplacenaturally.

SEOKeywordMastery

Keywordsin2017AndBeyond

Thefutureofkeywordsisnevercertain,butonethingwe’reprettysure

aboutisthatkeywordresearchwillprobablyalwayshavesomesortof

significancebecausethere’snotmuchelsesearchenginescoulduseto

indexsites.Keywordsarealwaysgoingtobenecessaryinsomeway.

Keywords aren’t useful only for search engine rankings. They’re also

extremely helpful for coming upwith article titles and ideas. They’re

also useful for sites like Pinterest, as well as any paid ads youmight

create.

So you see, keywords are still important for many different reasons,

includingforSEO.Soit’simportanttofindakeywordtoolthatisagood

fitforyouandtouseittofindkeywordsforyourbusiness.

Let’stakealookatthedifferenttypesofkeywords,andwhichonesyou

shouldfocuson.

SEOKeywordMastery

KeywordTypes

Therearethreemaintypesofkeywords.Allthreetypesareimportant,

butyoushouldfocusmoreofyoureffortsontwoofthem.

Thethreemaintypesofkeywordsare:

• Primary

• Secondary

• LongTail

Primary keywords are those keywords that everyone thinks of when

theyresearchkeywordsonaparticulartopic.Theygettonsofsearches

permonth,andhavethepotential tomakeyoua lotofmoney inthe

veryunlikelyeventthatyoumanagetorankforoneofthem.

The trouble is, these keywords are hyper-competitive, and it’s nearly

impossible torank for them.While it’s important toknowwhat those

keywords are in your niche, the chances of you ranking for them

withoutenormouseffortarepracticallynil.

SEOKeywordMastery

They also don’t tend to convert very well, because they aren’t very

specific.Howeverthevolumecanmakeupforthelowerconversionsif

youmanagetorankforoneofthem.

Primarykeywordsareusuallyoneor twowords.Examplesofprimary

keywordswouldbe:

• Makeup

• Cosmetics

• Beauty

Secondary keywords are those keywords that are generally two to

three words and are a bit less competitive than primary keywords.

Thesekeywordsarestill fairlydifficult torankfor,howevertheygeta

decent number of searches per month (at least a few thousand) so

they’reworkingtryingtorankfor.

Secondary keywords usually convert better than primary keywords,

becausetheyaremorespecificthanprimarykeywords,andpeopleare

closertothebuyingprocesswhentheysearchforthesekeywords.

Examplesofthistierofkeywordsinclude:

SEOKeywordMastery

• Makeuptips

• Buycosmetics

• Beautyvideos

Finally,wehavelongtailkeywords.Longtailkeywordsgetmuchlower

searchvolumethanotherkeywords,buttheyaremucheasiertorank

for. Plus, they tend to convert better because they are much more

specific.Ifsomeonesearchesfor“buyKylieJennerLipKitsonline”,they

arealmostcertainlyreadytobuy!

If they search for “makeup”, they might be looking for makeup

application tips, information about types of makeup, or, yes, to buy

makeup.Butitcouldmeanumberofthings.

Examplesoflongtailkeywordsinclude:

• BuyCoverGirlmakeuponline

• WheretobuycosmeticsinChicago

• Beautytipsforolderwomen

SEOKeywordMastery

Long tail keywords actuallymake up themajority of searches on the

internet.Youmightthinkmorepeoplesearchforwordslike“porn”or

“golf”,butthoselongersearchesactuallymakeupthebulkofsearches.

For this reason, it’s a good idea to focuson long tail as amajority of

your keywords, with secondary keywords coming in next. You don’t

really need to focus on those primary keywords, because odds are

you’llcoverprettymuchalloftheminyourotherkeywords.

Forexample,“onlinebeautytips”containsboth“beauty”and“beauty

tips”.Plus,youcanrememberthatsearchengineslookatcontext,and

a site that talks about “online beauty tips” could also (to the search

engines) be talking about “online beauty tutorials”, “online makeup

tips”, or any number of other phrases even without specifically

mentioningthosephrases.

SEOKeywordMastery

KeywordToolsCompared

Therearehundredsofkeywordtoolsoutthere.Somearemuchmore

effective thanothers, and some are pretty close to useless. Sowhich

onesareactuallyuseful?

Let’stakealookatsomeofthemostpopular.

TermExplorer

>>http://termexplorer.com/Public/testlander/index.html

Term Explorer is a bit more affordable than most keyword tools,

starting at just $34permonth. Theyalsohavea free trial so you can

testoutthesystemwithnorisk.Theyhaveplentyoffeaturesthatrival

someofthemoreexpensivetools,soifyou’relookingforanaffordable

option,thiscouldbeagoodchoice.

SEMrush

SEOKeywordMastery

>>https://www.semrush.com/

SEMrushisdefinitelyoneofthemostwell-knownkeywordtools.Some

of the world’s biggest companies use them, including eBay,

Booking.com, Disney, and Amazon. Considering their high-profile

clientele, theirpricing isactuallyquite reasonable, startingat just$99

permonth,whichisnotthatbadconsideringhowmanyfeaturesthey

have.Theygofarbeyondjustkeywordresearchandallowyoutotrack

the keywords you’re using on your sites, your positions in the SERPs

andtheirchanges,andsomuchmore.

MozKeywordExplorer

>>https://moz.com/products/pro/keyword-explorer

The Moz Keyword Explorer is one of the most well-known keyword

tools. Itcanprovideatremendousamountofdata, includingaccurate

estimates of search volume, SERP analysis, intuitive suggestions, and

muchmore.Pricesstartat$99permonth,buttheyletyougivethetool

atryforfree.

SEOKeywordMastery

KeywordSnatcher

>>http://www.keywordsnatcher.com/

Keyword Snatcher is an extremely useful tool for finding keyword

phrasesyoumightneverhavethoughtof. It findskeywordsthatmost

other tools would never find. The main problem is that it offers no

information whatsoever on search volume or competition. However,

you can export a file that you can import into the Google Keyword

Plannertogetthatinformation.It’sanextrastep,butit’snotthatbigof

adeal.

But at the current price of $47 for lifetime access, it’s invaluable for

findingkeywordsyouprobablywouldn’totherwisefind.

AhrefKeywordExplorer

>>https://ahrefs.com/keywords-explorer

This keyword tool is fairly expensive, but it provides an incredible

amount of information. Itwill tell youhow competitive a keyword is,

howhard itwouldbe foryoutorank,approximatelyhowmanyclicks

SEOKeywordMastery

youcouldexpect,andalotmore.Thisisoneofthemorerobusttools

outthere.Pricesstartat$99permonth.

LongTailPro

>>https://longtailpro.com/

If you’re looking for detailed information directly from the Google

KeywordPlanner,butyouaren’tactuallyadvertisingthroughAdWords,

Long Tail Pro is a great tool. They provide all the importantmetrics,

including potential keyword profitability, competition, difficulty, and

more.Andtheyhavea7-daytrialthatbillsaslowas$37permonthfor

their starter plan (or even cheaper if you pay annually). That’s a lot

moreaffordablethanmanyothertools.

SEOKeywordMastery

Conclusion

Keywords are an important component of your SEO strategy, and

althoughtheirusehascertainlychangedconsiderably,theyarestillthe

overallbreadandbutterofanySEOcampaign.

It’simportanttotargettherightkeywords,asalways,concentratingon

thelongtailandthosemid-rangekeywordsthatyouhaveafairchance

atrankingfor.

Using the right keyword tool is essential, as it will give you the

information you need to make an informed decision with regards to

competitionandpotentialdifficultyrankingforspecifickeywords,sobe

suretotestoutafewtofindtheonethatfitsbestwithyourmarketing

plan.Fortunately,manytoolshavefreetrialsthatletyouexperimenta

bitwithnorisk.

Nowgetout there and find somegreat keywords and start pulling in

therankings.Goodluck!

SEOKeywordMastery

Resources

Herearelinkstotheresourcesfoundinthisguide:

>>http://www.seobook.com/lsi/lsa_definition.htm

>>http://termexplorer.com/Public/testlander/index.html

>>https://www.semrush.com/

>>https://moz.com/products/pro/keyword-explorer

>>http://www.keywordsnatcher.com/

>>https://ahrefs.com/keywords-explorer

>>https://longtailpro.com/