Keyword research in SEO is one of the most important, valuable, and high return activities in the search marketing field. Small guide how to use keywords on your site for better search engine optimization.

1. SEO Keywords
Comprehensive Guide to SEO
Keywords

2. Are you a newbie to SEO and its terminologies?
No worries………..
Let’s get started with one of the most important topics
of SEO i.e. Keywords and how it is important for page
ranking and optimization

3. Table Of Content
• What are SEO keywords?
• Structure/format of keyword and types of keywords
• Importance of Keyword for SEO
• Long tail and short tail keywords?
• Why long tail keywords are important?
• Integrate keywords in right places
• Keyword Research
• Keyword Research Tools
• Keyword frequency, density, proximity, prominence, stuffing/spamming

4. What are SEO Keywords
Keywords are words or phrases that a searcher types into a search engine
to fetch some relevant results about that particular topic that he/she is
searching for.
For example: You are looking for some mobile phones online, so when
you enter the word “Samsung mobile” then all the search results related
to Samsung mobiles will be shown as the search engine result pages

5. Importance of Keyword for SEO(how does it help
in page ranking)
• Keywords act as a connecting element between the target audience and your website. Choosing
the right keywords for your business to target the right audience becomes the very first and
important step in optimizing your website
• The relevant keywords will drive the right traffic to your website and hence there is high
possibility that the visitors may like your product/service and buy it
• Keywords help to rank your page higher in the search engine result pages and hence your brand
gets more visibility and hence searchers will find it easy to connect with your website
• Creating a content with the most relevant and popular keywords will keep your target audience
more engaged

6. Types of Keywords
Short Tail
• Search phrases with one or two words
• Less specific search
• High search volume
• High competition
• Short tail keywords are difficult to
rank and get traffic
• Visitors searching with short tail
keywords are less likely to get
converted to leads
• Ex: The word ‘shoes’ is a very generic
keyword which won’t be showing any
specific results that the searcher is
looking for
Long Tail
• Search phrases with 3-5 words
• More specific search
• Low search volume
• Low competition
• Long tail keywords are easy to rank
and get traffic
• More likely that the visitors get
converted to leads
• Ex: ‘Nike white sports shoes’ is a more
specific keyword and will give relevant
results that the audience is looking for

7. Why Long Tail Keywords are important?
• To target potential customers who are almost involved in the buying
decision process
• The more specific the keyword is, higher is the conversion value

8. Use your keywords wisely
• Page Titles: Audience will find easy to find the specific page. Also Google gives
importance to those pages with page titles. It’s a good practice to use keyword
should in beginning of the title and create a unique title tags for each page.
• Meta description: A well written meta description lets searchers know about
the content, hence it will encourage the searchers to click through the site

9. URLs: Include keywords in URLs. It tells the searchers what that URL
contains the information they have searched.
Include keywords naturally in the content and try using the keywords in first
100 words of the page.
Header Tags: Header tags improves user experience of website and thus
helps to improve page ranking. Ensure to include keywords in header tags in
each of the web page.

10. What is Keyword Research?
Keyword research is the process of researching and choosing words
and phrases users will likely to search for that directly relate to a
particular business, product or services.
• Keyword research helps to find the popular words that will lead to
more search engine traffic
• It helps to find the most relevant keywords to create a engaging
content for the website
• Also to find out competitors keywords

11. Steps to do Keyword Research

12. Top Keyword Research Tools
• Google Keyword Planner Tool
• SEMrush
• Ubersuggest.org
• Spyfu
• Keywordtool.io
• Google Trend
• Google Instant Search
• Hastagify.me
• Tweeter Search

13. Use Of Google Search Results For
Keyword Research
We can use Google search results to find related keywords and have an insight
about the popular search terms used by the users.
Google Suggest: If a user starts typing for a search term, then Google shows
number of other related searches below the search engine box. This makes
easy for the user to search for the relevant terms.

14. Google Related Search: If you want to look for more keywords, you can also refer
to Google’ related searches which is at the bottom of the search engine result
page.

15. Google Trends: It shows trending search terms for the keywords, which can be
used to phrase new keywords to target for a particular page.

16. Must Know Keyword Terminologies
While creating a content around selected keywords, you should take
care of the following:
• Keyword Frequency: It is the number of times the keyword appears
in a web page. Keywords should be placed in appropriate places in
the content so that it becomes SEO friendly and reader friendly
• Keyword Density: The percentage of number of times a keywords
to total number of words in the web page
For instance, if a keyword appears 3 times in the content and the
total number of words be 100 then the keyword density is 3%.
• Keyword Proximity: It refers to the distance between search term’s
individual keywords
• For eg - If you search “White Shirts” and then webpage appears
which has the article written as Shirts are available in white
color. The distance between shirt and white is 3 letters i.e the
proximity. Lesser the proximity, better the web page optimization

17. • Keyword Prominence: refers to the prominent place where the
keywords are placed in the web page that will result in ranking the
web page. The most prominent places where you can use the
keywords are the title tag, header tag, meta description.
• Keyword Stuffing or Keyword Spamming: It is practice of placing the
keywords more number of times in the web page than required, in
order to gain page ranking in an unfair manner.
Filling the pages with keywords is a bad practice which can harm the
page ranking and the readers may not find it relevant to read it. So,
creating the content in a natural flow becomes more engaging.

18. Thank You