Keywords are an essential element of any successful search engine optimization (SEO) strategy, as they determine how your website content connects with users’ search queries.

 Properly chosen keywords ensure that your content is easy to find for people searching for specific information, products, or services. In this article, we’ll look at how to choose keywords correctly, how to implement them effectively on your website, and how their optimization contributes to better rankings in search engines.

Keyword-based SEO: how to do it?

Keyword analysis is a necessary process that enables you to focus your SEO strategy on relevant, in-demand terms that will improve your website’s visibility. This process involves identifying keywords with high search potential that are relevant to your content or offer. To attract quality traffic, it’s essential to understand how users search for the products, services, or information you provide.

Benefits of using KW in business

• Improved SEO performance – identifying the right keywords will help improve your search rankings, boosting organic traffic and competitiveness.
• Better customer targeting – keyword analysis provides insight into the specific terms your potential customers are searching for, allowing you to create content that matches their needs.
• Efficient marketing decision-making – based on keywords, you can allocate budget for paid advertising more effectively, focus on the most profitable areas for growth, and acquire quality leads.
• Competitive advantage – the analysis also helps you better understand the competition, giving you an overview of the keywords they use and the gaps you can exploit in your field.

Keyword analysis is a fundamental tool for optimizing your online business and achieving long-term success on the internet.

How to perform keyword analysis?

You already know why to use keywords (KW). Now let’s look at how to get started with keyword analysis.

• Identification of relevant terms – start by defining topics aligned with your content, then search for keywords with high search volume and low competition.
• Using analysis tools – to perform the analysis, you need tools that provide data on search volume and competition.

Most popular tools for keyword analysis

• Google Keyword Planner – a free tool from Google that provides information on current trends and competition for keywords.
• SEMrush – a paid tool that provides detailed information on competitors, search trends, and long-tail keywords.
• Ahrefs – an advanced tool for analyzing backlinks and search queries that also lets you analyze keywords and competition.
• Ubersuggest – a tool that offers keyword suggestions and analysis of their search volume, competition, and trends.

Competitor analysis

Your analysis should also include tracking competitors’ keywords, which will help you uncover market gaps and opportunities to improve your own SEO strategy. Tools like SpyFu or SimilarWeb will help you find out which keywords your competitors use and what results they achieve.

Long-tail keywords and their role in your SEO strategy

Long tail keywords—i.e., long keywords—are specific, detailed phrases that typically contain three or more words. These terms have lower search volume than general keywords but can deliver better targeting and conversion results.

Benefits of long-tail keywords in content

• Higher relevance – long-tail keywords more precisely match user intent, making them more relevant to specific content.
• Lower competition – due to the specificity of these terms, competition is usually lower, allowing for better search positions.
• Better conversions – users searching for specific phrases are more likely to convert because their search focuses on a particular need or product.
• Natural traffic flow – long-tail keywords attract visitors who are already prepared for a specific topic or product and have clear intent.

How to incorporate long-tail into your SEO strategy?

• Content creation – focus on creating quality content that addresses the specific queries that appear in long-tail keywords.
• On-page optimization – use long-tail keywords in meta tags and within article text or product descriptions.
• Use in FAQs – integrate long-tail keywords into frequently asked questions (FAQ), where you can answer users’ specific queries.

Common mistakes in keyword analysis

• Focusing on overly generic keywords – many websites concentrate on overly broad keywords with high search volume, which are highly competitive and hard to rank for.
• Insufficient understanding of user intent – keywords should reflect what people actually search for, not just what you think they might be interested in.
• Overlooking long-tail keywords – focusing only on head terms can mean missing opportunities offered by specific long-tail keywords with lower competition.
• Ignoring the competition – skipping competitor analysis can lead to choosing keywords your competitors already rank well for, which means losing valuable space in SERP (Search Engine Results Page).