Not everyone likes the process of keyword and semantic research. However, this work does not have to be trivial or boring.
There is a lot of information about semantic search for online sales sites, but there is less information about service sites, despite the fact that this niche is also very popular. Here are some strategies I have chosen and am using. I will show you how to do semantic research in practice using a bicycle site as an example. I will also use tools available on the market. Try these tips to make your search as effective as possible!
What are keywords?
Keywords are the words and phrases that define the content of a website page. They are the link between what people are looking for and the content. The keywords of your content determine the type of traffic you will get on your site. They must therefore be relevant to what Internet users are looking for and to your industry. This makes it easier to search for your content among the results of the Web. It is necessary to differentiate between the long tail keywords and the main keyword. The long tail keywords are specific. They contain at least 3 to 5 words and correspond to less popular expressions and less searched by Internet users. However, they occupy almost 80% of the traffic and are easy to position well. The main keyword is the keyword by which your page should be classified and the essential term to which your article relates. Put it in your page title and use it only once.The importance of keyword research
The relevant semantic core is a first step in SEO promotion that is mandatory for the strategy. A correctly collected semantics reveals the customer's needs in his life, the solutions he wants to find in Google. Therefore, the more accurately keywords are collected, the more traffic and conversions your site will generate, thus satisfying the customer's needs. But how do we do this research?Your target's interests and your own objectives
First of all, you need to know exactly what the interests and thinking of your audience are, and understand your own objectives. Then, define the mission of your site and your unique aspects that set you apart from your competitors, your promises to customers, etc. Then choose a tool that can help you find all the possible suggestions. You can use Answerthepublic or Serpstat Search Suggestions.How to analyze your competitors
Remember to analyze the competitive landing pages. You can find some interesting keywords on the pages of competitive services. Therefore, these strategies and keywords will save you valuable time and give you a lot of necessary information, such as the vocabulary the audience uses, popular articles and videos on the subject, questions and comments on Facebook forums and groups. Competing sites are an additional source of semantics. Simply use competitive intelligence tools such as Serpstat, Searchmetrics or SeoQuantum. In addition, to compare a few domains you can use SEMrush.How to clean the keyword list
You have compiled a list of keywords. Now you have to clean up this list of useless ones:- All requests with a zero frequency (total frequency);
- Requests for information;
- Just inappropriate keywords for one reason or another.
How to group keywords together
If you work a lot with keywords, you understand that it is difficult to group them manually. The automatic keyword grouping tool can do the job by grouping similar words together itself. For example, we will use Serpstat.How to spread keyword requests over several pages?
To distribute the semantics of the landing pages, you must determine:- The frequency of keywords in the content of landing pages;
- Places (blocks, fragments) on the site where you can use semantics.
- Navigation (anchor links, title in the navigation pane)
- Page headers (H1, H2-6)
- Metadata (title, descriptions)
- Name of the product sheets
- Through blocks above the page and the header of the site with general information
- Alt and Title Images
- Text of the page
- Different page blocks have different meanings for the search engine.