Why Keywords Research is Important in SEO

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The tools to do SEO are all there, Google makes many available, as well as an “almost” complete guide to doing SEO.

Whether you have a site made with a CMS, whether it is an e-commerce or it is done in HTML, nothing changes, the way to do SEO is always the same.

The most laborious part is to optimize the site, in the case of CMS or e-Commerce most of the work can be done through plugins or modules, then setting them in the right way, that is the one required by search engines in general, including Social Media. .

Google has a preference for sites that are optimized and rich in various contents: informative texts, useful contents, photographs, videos, prices .. All those contents useful for users.

A well-optimized website passes this data to Google which consequently distributes it to users in many types of formats.

I almost always hear this phrase: “But yes, we didn’t do that thing there because it certainly won’t be the one that changes our lives”

Whoever says this is the one who, by failing to achieve results, blames too much competition or who has to invest too much money to get there.

  • Competition factor: If you don’t take action, you are clearing the way for competition and they are happy with it.
  • Economic factor: False! The most important resource for SEO is time. You can buy your time in doing it or you can pay an SEO Specialist to do the work for you.
    When you begin to see results, you will realize that what you have invested to have these results are crumbs.

Those who do SEO in a serious way know HTML, PHP, CSS and often even JavaScript, they must be able to modify or implement codes on web pages, using suitable tools to do so, but above all they must also know the appropriate tools to perform tests. , if a good job is not done, it could have the opposite effect, so you have to be meticulous in this.

I will talk more about SEO tools in another article, now I want to talk about content.

SEO content

I would like to start talking about the famous meta tag keyword meta name = ”keyword”> , many wonder if they should use it and how, many use it badly (a copy and paste for the whole site) ..

The keyword Meta tag has not been taken into account since 2011, it is no longer used by Google, Bing or Yahoo!

To understand better, let’s talk about the history of Meta keyword tags and why they were created. Before Google, search engines were very simple. They scanned the web and created a searchable database, similar to today’s search engines, but they weren’t very smart. We had Altavista, Lycos, Yahoo, WebCrawler, Infoseek, and other early search engines, mostly defunct. These engines crawled the web and used metatags, including the keyword metatag (<meta name = ”keyword”>), to learn about the topics covered by a website.

Obviously, this method relied on webmaster trust in the hope that they would only enter keywords related to their site, but this quickly disintegrated as webmasters learned they could rank for highly searched keywords simply by adding them to their Meta keyword tag. This abuse has prompted the need for a better way to rank websites.

Search engines invented new ranking factors to try and fight spam when a newcomer shows up on the scene. Google came up with an algorithm that took some things into consideration, mostly based on a site’s authority, an algorithm based on “PageRank”. The more sites linked to you the higher your site was ranked.

Over the years, all search engines have gotten smarter and have a much better ranking algorithm. Since Meta tags for keywords were often sent through spam, many have begun to find ways to eliminate this method and examine the actual content.

The keywords or keywords that are now taken into consideration are those contained in the paragraph in a semantic key.

Google can recognize if that keyword is relevant to the rest of the page content, so the keywords must be inserted naturally, thinking of positioning yourself well by repeating a keyword many times is often a damage. Because in SEO there are many ranking factors.

Inserting the keyword in bold is useful to make it clear to the user who is making an overview of the page that in that paragraph where he sees the keyword in bold Red Shoes , he is talking about red shoes and if he entered the page because he was looking for red shoes , he will probably read that paragraph first because it is more relevant to the research he had done.

The title of the page of a website we can say is the most powerful keyword on that page. Marked with H1 tag, it must describe the content of the page in very few words. But if we can, we must write it in a semantic key ..

The title length ranges from 30 to 71 characters (including spaces).

If you have to do a massive job I suggest you use a character counter.

What does semantic key mean?

In a semantic key, it means writing in the same or almost the same way that people search for.

Let’s take an example:

In the search that we see in the screenshot, I entered the keyword “How to do *”, the asterisk means to indicate to Google “you put the missing word”.

Let’s take for example the third item recommended by Google InstantHow to make béchamel.

If I have a cooking blog that already has a decent ranking on the Serp and I create an article whose title is “How to make béchamel”, I would have a high probability that my article will end up on the first page of Google.

On the contrary, not writing in a semantic key, my article would have the title “Recipe for making béchamel”. In this case I would have less chance of positioning myself on the front page with the search that the user has just done.

All clear?

This is the definition of semantic search.

Why is it so important?

Because today many people (over 60%) start searching from a smartphone, 90% of searches take place on Google, whether the Google App is used or Siri is used (Google pays about 3 billion dollars per year to be the default search engine on Apple devices);

Searches are made by voice: Ask Siri .. Ask Google ..

This is where semantic search is born.

Google explains it this way:

The meta description does not need to contain just one sentence. As it is also an ideal place to enter information on the page. For example, news or blog posts can indicate the author, publication date, and source information. This way, potential visitors will get very relevant information that otherwise might not appear in the snippet. Similarly, on product pages, key information (price, age, manufacturer) can be spread across the page. An accurate meta description brings together all of this data.

The explanation is correct, but there is one thing that is not explained by anyone.

You have a page or blog article, like this one you are reading, if I enter the <meta name = ”description”>, Google in 95% of cases will show this description that I have entered.

But if the blog article or page contains several paragraphs (the paragraph is created when I go to the head, if you look at the html it is enclosed in <p> text … </p> tags) and I don’t insert a meta description , What happen?

Google will show the description of the search result dynamically. It means that it will go to take parts of the text of that page or article. In its opinion that are more relevant or more likely to contain. The keywords that the user has typed in to search, here why the keywords. We used for the search are shown in bold in the descriptions of the search results.

So is it right or wrong to insert a <meta name = ”description”>?

In my opinion, if it’s a business page that needs a static description then it’s okay to enter an accurate description that describes that page.

If it is a site page that contains a long, well-formatted description, or a blog article. I would not enter it and I would leave it to Google to show what is most relevant to him for the user he is looking for. Also because Google has a history of the user browsing. So he may know very well what he is looking for at the moment.

Length of the meta description

Google in natural search results shows description up to 160 characters (including spaces).

However, if you are writing a blog optimized for SEO. At the beginning of the description Google will also insert the publication date of the article. So the available space becomes 142 characters .

There are many other types of formats available with different lengths. But currently only normal and natural searches are meant in the Serp.

Image description

How does Google identify and / or recognize an image through text if an image cannot have text?

Google indexes and ranks the images by the title of the image. For example mountain-January.jpg, it will know that it is a photo of the mountain in January.

ALT TAG : it is the most important tag in images. This tag is not only used to show alternative text on any devices. That are not showing that image, but it is a real keyword of the image. So I would say that it is a must to enter the Alt tag on every image we have on the website.

In the html code it will look like this: <img src = “mountain-January.jpg” alt = “Family photo January mountain” />

The Alt tag in the photos is a very important element for positioning purposes.

In this article I wanted to insert the basic notions of SEO for content writing. They might seem elementary things, but today. I see articles or pages of websites written against all SEO optics. Corporate websites created by professionals. I wonder if their it is a strategy not to have the website indexed. But since many of these are e-commerce that have to sell. I am strongly convinced that it is a lack of professionalism.

SEO can lead to wonderful results, but it takes a long time to study. A lot of time for testing, time to complete, especially if I have to write content in your sector that I don’t know. Before writing it I have to study your sector, the your competition. Your products or services and then I can start creating valuable content for potential readers or customers.

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