A professional specialist in SEO always has a list of search queries for their web site. Without such a list it is impossible to develop a SEO project.
Having a list of search queries one can analyze the positions of the web site as well as relevant pages.
As soon as a search query is selected, it is called a keyword. So, users input search queries, but webmasters analyze keywords.
Only one page should be relevant to a search query. If a search engine changes pages relevant to a query, a web master should undertake some steps to make search engine show only a certain page as relevant to this very search query.
Where to find keywords?
Sometimes search engines provide webmasters with some tools to do that. Examples:
Then there is Keyword Planner by Google in the dashboard of Google Ads.
When the site is mature enough, Google Search Console will show the list of keywords by which viewers came to the site. From that list one can often find something useful.
There are other tools mainly paid ones. But for our purpose this list is sufficient.
For Yandex Wordstat it is convenient to use a plugin for Chrome – Yandex Wordstat Assistant.
One should decide which keywords to include in their short list. Keywords have frequencies. There must be some border below which a search query is not practically useful to select. This frequency.
Queries may be divided in two categories:
- Head query (more frequent).
- Long-tail query (much less frequent).
We are interested in head queries. Long tail queries are much harder to analyze and the workload is hardly worth including in your list of search queries.
What is to be included in the list of keywords?
It is more of an art than science. The competition for search results is high nowadays. A webmaster may decide that a highly competitive query is hardly to attract traffic. Then he or she switches to queries with lower frequencies.
A list of keywords may look like this:
computer game download
game for pc
games for computer
Such lists are usually huge and divided into clusters, each cluster representing one page. If there is another page on your website, then there will be a case of traffic cannibalization.
When selection keywords one may remember that seasonality may influence and region. In order not to make mistakes period should alwasy be a year. And the region should not be small locality.
In your list of keywords there should not be single words – minimum two words. But when you look for words, you can use single word to broaden the semantics.
When selecting keywords, always remember about synonyms.
- two – 2
- New York – NY – Big Apple
- member of parliament – MP