SEO keyword research
Millions of users conduct searches every day on various search engines—whether to find answers to questions, locate a restaurant, search for a specific product, or check a store’s hours. These searches present real opportunities for businesses to stand out in terms of accessibility and gain a competitive edge. Google indexes the entire range of content available on the web using robots that constantly crawl sites and analyze pages according to increasingly sophisticated criteria. The algorithm Google uses to rank content remains secret and evolves continuously to incorporate more complex factors. Given the competitive landscape, especially within certain sectors, it’s impossible to guarantee a spot in the top search results. This is where SEO comes into play.
Why SEO?
SEO, or Search Engine Optimization, improves a website’s ranking on search engine result pages (also known as SERPs). A site is said to be well-optimized when it appears among the top search results for a specific query. For example, if my site ranks first for the keyword “car Strasbourg,” my offer is far more likely to be seen compared to if it ranked on the second or third page for the same query.
To rank higher in search results, it’s essential to understand users’ search intent to identify relevant keywords and target those with the most potential. This is where keyword research comes in to enable effective SEO. Developing a thoughtful strategy for your site’s structure and content is essential, and our team of specialists supports you in this long-term endeavor. Based on targeted keywords, your company can position itself as the go-to answer for your customers’ inquiries.
The ultimate goal is to appear on Google’s first page by structuring your website around the keywords relevant to your industry. This generates qualified traffic to your site, creating numerous conversion opportunities. We could take it further, as only the top three results are typically clicked by users on the first page (which shows about 10 sites). In fact, studies show that click-through rates vary significantly based on position:
- The first position garners 27.6% of clicks
- The second position garners 15.8% of clicks
- The third position garners 11% of clicks
Thus, nearly 60% of clicks are concentrated on the top three results, highlighting the importance of being in the top three!
The more your site is viewed as useful, relevant, and trustworthy (through quality content, user experience, and internal and external links), the more Google will reward you by boosting your search ranking and increasing your visibility. A win-win relationship!
How to Proceed?
To understand the search intentions of your users and customers, it’s essential to put yourself in their shoes and ask the right questions. Keyword research enables you to understand the competitive landscape surrounding your brand and assess your position in consumers’ minds through search engines.
Start with a general brainstorming session with all relevant teams to compile a list of terms and phrases related to your industry. As a foundational pillar of SEO strategy, keyword research allows you to fine-tune your overall marketing strategy by identifying queries that reflect a specific need from the user or consumer. Often overlooked, keyword selection is essential in SEO strategies, whether organic or paid. Positioning yourself around these needs is key for responding effectively as a brand or business.
Consider your products, services, topics, questions, and customer concerns. Valuable tools can aid in this process: Google Search Console, Google Analytics for discovering relevant keywords, and tools like Google Keyword Planner, Semrush, and Ubersuggest to assess their effectiveness.
These tools help identify the most accessible keywords in terms of difficulty (KD) and evaluate search volume, competition, and overall relevance (e.g., how many monthly searches are estimated for each keyword?).
Keyword analysis also reveals what consumers are searching for and how they search for it, providing valuable insights into market needs, concerns, and trends. Be sure to look at your competitive environment as well: What keywords and phrases are they using? What strategies are in place, and what opportunities can be gleaned? By analyzing competitors, you can refine your final keyword strategy to position yourself effectively.
The more you target relevant queries for your audience, the more you’ll attract visitors genuinely interested in what you offer, increasing conversion chances, whether for sales, newsletter sign-ups, or other business goals!
Our digital agency is comprised of an expert team that assists in developing this digital strategy to optimize your e-commerce site’s SEO.
Looking to master this on your own? No problem! We offer training sessions to help you take charge of your keyword strategy. Feel free to contact us to join the next session!
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