What are SEO keywords? Guide to optimizing website SEO

 Are you wondering what keywords are?

As a newbie in the SEO industry, you must be confused between countless SEO terms and knowledge, including seo keyword planning. But you are not alone. I am here to help you.

And if you already have a background, you've probably come to the wrong place. You can learn more about how effective keyword research is currently applied. It will be more useful to you!

This article will help you understand what seo keywords are, how to research seo keywords and build a solid foundation in SEO and other related skills so that you can complete a standard seo article by yourself. the best

Let's get started! First let's go into the concept of what keywords are! Let's go!!!

What are SEO keywords?

SEO keywords are words and phrases that appear on a web page to describe the content of an article/page containing them. They are an extremely important link that helps users find your Web site through search engines.

What is a keyword concept?

What is a keyword concept?

When a person searches on Google for "men's basketball shoes", Google tries to recognize the topic and intent the user is searching for. From there, come up with a list of websites related to that content.

If your website uses the exact same search term as a keyword, a part of a phrase (basketball shoes) or a related phrase (like men's shoes, Adidas, top basketball shoes) Google will probably show up. show your page first.

What is keyword SEO?

Keyword SEO is a trick and an important step that determines the ranking of the Website on search engines. It includes many stages to bring keywords to the “Top” of search engines.

Learn the concept of what is keyword seo?

Learn the concept of what is keyword seo?

What is Organic Search?

Simply Organic Search is the natural search behavior of users on search engines (Search Engines) to find a certain result. Organic Search does not include paid search results.

Organic search refers to the results that the Google algorithm chooses to satisfy the needs of the readers.

And organic search accounts for 94.95% of all search traffic and 35.21% of total traffic. That means only 1.97% of all traffic comes from buyers who directly click on paid ads. Although these ads often contain above-the-fold content that displays the content in front of the reader's eyes.

Therefore, identifying target keywords is not only effective but also cost-effective.

You only achieve ROI when targeting the correct set of target seo keywords.

91.5% of search traffic comes from the top pages of search engine results (SERP).

In which, the top 3 results account for 61.5% of clicks and the top 1 accounts for 32.5%. If you don't get into the top 10 on search results, you will have very little traffic.

Do you admit that you also never click on page 2 or above on the SERP.

Good SEO helps:

  • Increase visitors and rank on SERP
  • Bring more conversions (conversions), better engagement (reach)
  • Raise brand awareness

In a recent survey of marketing experts found that:

48% of participants ranked keyword research as one of the most effective SEO strategies, contributing to determining website rankings. It is second only to the “creating relevant content” factor.

In other words, the more important factor than finding the right keywords is…

Write on your website what people want to see.

And to say the importance of content is to provide real value to the reader is not an exaggeration.

Why is keyword SEO important?

Just one word: ROI.

Keyword planning determines ROI

Keyword planning determines ROI

What are keywords? What is keyword definition? Identifying keywords is choosing the right keyword phrases and using the right SEO standards is one of the simple and effective ways to bring users to your website.

SEO in marketing is often called "modifying" the website so that Google likes it and ranks higher than the competition. This is essential to the success of a business. And of course, keywords will play an important role in SEO.

What is SEO? 6 SEO benefits you may not have thought of! Find out now!

Users can access your site in a variety of ways, including:

  • Referral (link from another site)
  • Social media
  • Direct Traffic (enter your URL or click the bookmark link, even search keywords with your brand name)

However, for online shopping, organic search accounts for the highest percentage of traffic (38.98%). It surpasses direct traffic (35.88%), referral (19.34%) and social (3.91%).

Through the specific numbers above, you can see how important SEO is. Therefore, a specific strategy will be essential for your business.

Which SEO keywords should be exploited?

Depends on what type of keywords you want to target. A keyword that is not a high score and related to the product will be effective.

How to choose keywords for SEO

How to choose keywords for SEO

Instead, understand keyword types and use them to provide users with the content they want.

By the way, do you know the keywords yet? Let me give you a brief introduction.

Basic types of keywords

Based on the meaning of the keyword, there are 3 basic types of keywords you need to pay attention to:

Transactional keyword

Transactional keywords are keywords that users type in when purchasing a product or service. All the keywords in the “clothing” example I mentioned above are transactional keywords. They can be general keywords (like “dresses”) or narrower keywords (like “big size party dresses”).

Transactional user queries are more likely to convert. However, its level of competition is fierce.

Therefore, finding good long-tail keywords with low competition is important.

Words that help you target keywords more effectively include:

  • Adjectives (best, promotion, red)
  • Brand name (Nike shoes)
  • Specific product description (men's basketball shoes)

Don't try to compete with products or brands that you don't sell. This does more harm than good.

Informational keywords

Informational keywords are keywords that users use when they want to know new information. They often contain question words such as “what” and “how”.

For example, “US history” is an informational keyword.

These keywords help increase credibility and brand awareness by sharing expertise with the world.

However, informational keywords can also generate conversions. Because people often search information by topic before buying related products.

With information keywords, you must avoid writing product PR articles. At this point, users only want to see trustworthy and well-organized articles.

You should add CTAs and product ads where appropriate. But the article should bring valuable information, not a PR article.

Navigational keywords

Navigational keywords are keywords users use to get to a particular page or website because they don't remember the exact URL or don't want to type it all out.

For example: “Microsoft Homepage”

Optimizing rankings for your page's navigation keywords is very important. But if it is someone else's keyword, it will be a waste.

For example, a user searches for "Microsoft Home". They won't click on Apple or Debian Linux even though these two names also appear on the SERP.

The important factors of SEO keywords

Average monthly searches

The name Average monthly search – the average monthly search says it all. The higher this number, the more people search for this keyword each month. And the potential traffic to your website also increases, thereby contributing to your website's ranking for that keyword.

However, this number is not all. “What is a keyword” is a long-tail keyword, which means it easily meets people's search criteria.

Example: The word “keyword” has a much higher average monthly search volume but is too general. Therefore, you cannot do target keywords.

Keyword competition

Keyword competition is exactly keyword competition. Competition here refers to how many advertisers "bid" for a keyword (paying money to appear in the ad results at the top of the search page).

Those keywords that compete in paid search definitely compete in organic search. Simply because you don't need to pay for organic search. Therefore, you are also more difficult to compete. There are 3 ways to help you measure this difficulty.

3 ways to evaluate keyword difficulty

  • Use Google AdWords Keyword's keyword planner to find out the number of keyword searches, the higher the number of searches, the higher the difficulty.
  • Use keyword efficiency index - KEI (Keyword Efficiency Index). Accordingly KEI = (Number of searches)^2 / Number of pages competing for that keyword. The higher the KEI, the higher the difficulty.

keyword difficulty rating
Keyword difficulty rating

Suggested Bid and CPC

The suggested bid is the average cost-per-click (CPC) – the price an advertiser typically pays each time someone clicks on a particular keyword.

Usually, words with high CPC are more valuable to the business. So you can use this metric to consider choosing the right keywords.

Note: I only recommend that you CONSIDER these factors to choose. That is not the core factor in deciding to choose keywords.

Other factors affecting keyword selection

There are keywords that when looking at the data show that this is a pretty good keyword to get to the top, but the results of that keyword are not related to the topic or harder to rank than I thought.

Therefore, to find SEO keywords, you can consider other factors. Such as:

  • What do customers want?
  • What are your competitors' target keywords?
  • How is the quality of page 1 of search results?

If you see results on Google and think you can do better, that keyword will be easier to rank for.

SEO keyword research process overview

The process of keyword research overview

Google has secret algorithms for ranking websites. Not to mention these algorithms are constantly being updated in the direction of more complexity.

For the in-depth keyword research article, I will go into 3 important parts:

  • Guide to Google Keyword Research & Deployment Taxonomy
  • 4 Ways to research keywords for an existing website
  • Content implementation plan

You can bookmark the page again to spend some time learning. Here I will just outline an overview keyword research process in 5 steps for you to visualize.

  • Step 1: Determine the main keyword (parent keyword) – based on the topic of the article. You need to define keywords that you will implement throughout the content
  • Step 2: Research subkeywords. This is when you should use support tools
  • Step 3: Check the combination of key terms and long tail keywords in each group. to be able to increase the variety of keywords, unique content and still ensure a high conversion rate
  • Step 4: See how competitors rank for these keywords. From there, select a list of keywords that should be competitive
  • Step 5: Use the Google AdWords Keyword Planner to trim down your keyword list.

That's it, you have a list of keywords to implement a content strategy. But wait, you're wondering about the support tool I talked about in step 2, right? I will explain right here.

Keyword value research tool

How much value can one keyword bring to your website?

The following tools I recommend will help you answer the above question:

Moz Keyword Explorer – Enter keywords into Keyword Explorer and get information like search volume and SERP features that are ranking for that term. The tool supports keyword research using clickstream data.

Bonus! Keyword Explorer's "Difficulty" score can also help you narrow down your keyword options to the terms most likely to rank for. The higher the difficulty, the harder it is to rank for that phrase.

Google Keyword Planner – Google's most commonly used AdWords keyword planner for SEO keyword research. However, Google Keyword Planner limits data search volume by grouping keywords together into large search volume groups. To learn more, check out Keyword Research: Effective Keyword Research Methods 2020.

Google Trends – Google's keyword trends update tool is great for finding seasonal keyword fluctuations. For example, “fun halloween costume ideas” will peak in the weeks leading up to Halloween.

AnswerThePublic – A free tool that gathers frequently searched questions around a specific keyword. Bonus! You can use this tool in tandem with another free tool, Keywords Everywhere, to prioritize ATP recommendations by search volume.

SpyFu Keyword Research Tool – Provides some really neat competitive keyword data.

Most keyword research tools (SEMrush or Ahrefs, ...) can search for keywords related to the main keyword you want. As a result, you can improve the SEO status of your website by finding additional keywords for your blog post or target keywords in the future.

However, these figures are just numbers.

Each tool has its own features and ways to process data. Therefore, it is best to combine multiple tools to get the best effect. You can learn more details here

Effective use of SEO keywords for content strategy

Keywords are not just simply attached to your article. But you also have to help devise a reasonable SEO keyword planning strategy.

Let's see how to plan and use SEO keywords to make the overall SEO strategy and content strategy effective.

Note the keyword density

Keyword density is how often a keyword phrase appears on a page compared to a percentage of all the words on that page. It is also a way of informing Google about the topic of the article.

If the main keyword only appears once in the whole article, it will not be effective. So if repeating the same keywords over and over again will help increase article rankings? It's not that simple.

Here, I am talking about inserting related keywords, not having to repeat the same keyword too many times is fine.

That is you are keyword stuffing.

Avoid Keyword Stuffing

Keyword stuffing is a black hat SEO technique that many people use to increase their rankings by stuffing as many related keywords as possible.

Stuffing keywords into articles

Stuffing keywords into articles

In the past, article quality was sometimes not a big deal. Content can be just text containing a list of keywords. At that time, Google was not smart enough to judge the quality. So black hat SEO can climb to high rankings just by posting poor quality content and using some tricks.

There was a time when Google and marketers had to compete with each other.

As Google gets better at recognizing languages, marketers can't just post lists of keywords. However, they can still beat Google by using poor quality articles with a certain keyword density.

Fortunately, this method no longer works and Google will penalize spam sites with keyword stuffing.

You should still insert reasonable keywords into the article (in the title as well as the headings). But keyword stuffing is no longer effective, even very risky.

In my opinion, what matters is the quality and readability of the article.

Standard website SEO knowledge today! Refer to GTV SEO's SEO training programs for detailed knowledge and regular updates.

Note the quality of the content

For example, for example, your website rank 15 for the keyword "top men's basketball shoes". You decide to add more content that matches the user intent more. The right content will push your site higher on the SERP and drive more traffic.

On the other hand, if you rank high for a keyword but get few clicks then…

It's a sign that your content isn't providing value.

Or your company sells clothes to students. You want to introduce users and raise fashion brand awareness. So you decide to target “college fashion trends” and other keywords related to “college fashion”.

After a few months, you reached rank 5 for the above keyword and reached the top of Google for some related keywords.

If the traffic doesn't improve, or the user doesn't stay on your page after clicking on the article, you are wasting effort.


The problem may be that your clothes are just casual fashion instead of high fashion. Keywords may lack this element. Because your market is not only identified by the word “college” but also the phrase “clothing”. Users can use these keywords according to the following factors:

  • Area: clothes in Hanoi, clothes in HCMC. Ho Chi Minh City
  • Season: summer fashion trends
  • Price: cheap fashion clothes
  • Hobbies: clothes for beo
  • Material: chiffon shirt
  • Brand: Viet Tien shirt

The problem may also lie in the content itself. The article is not attractive enough, headlines or not attractive. Testing a keyword can't provide much information. But look at the whole set of seo keywords – dozens, hundreds of keywords affect your page metrics.

For example:

  • Which page leads the user to?
  • How long do they stay?
  • Conversion percentage?

This can help you build better content tactics to drive traffic and users to stay on your site longer.

Surely someone will need: Review the basics of SEO

Long-tail Keyword: can't be ignored

What are long-tail keywords?

Long-tail keyword or Long-tail keyword is a keyword phrase that expands from the main keyword with 3-4 words or more that describes specifically about the product / service or any problem. It can help businesses effectively identify target articles while implementing SEO.

long-tail keyword guide

long-tail keyword guide

Keyword conversion rate based on word count

The following chart will show you the performance of long-tail keywords when compared in terms of Competitive - competitiveness and Conversion - conversion rate of Single Word Phrases (Single Keyword), 2-3 Word Phrases (Words). short key) and 4+ Word Phrases (Long Keywords).

Keyword conversion rate based on word count
Keyword conversion rate based on word count

The more content satisfies a specific customer interest, the more effective it is.

Keywords too – the closer to the customer’s interest the better.

If you're like the clothing company in the example above, you should review your existing long-tail keywords. If the keyword “college fashion trends” is not attractive enough, the phrase “fashion trends” is still effective. You can explore more options. For example: “fashion trends”

The article you are reading is also a great example of how to use long-tail keywords effectively. I write this article to share the basics of SEO and keywords for businesses, even those who want to hire a content team for digital marketing.

I also wanted to appeal to people outside of the marketing industry. So in the title I put it as “What are keywords”. This is the long-tail keyword that people can type into Google when looking for basic information. On the other hand, long-tail keywords help clarify user intent.

This has two advantages:

  • Google will rank my website based on the search volume of the target customer.
  • Long-tail keywords in the title “What are the keywords” help users see articles that satisfy their query.
  • In the next section, I will talk more specifically about how to optimize keywords in the title.

Keyword SEO process overview

Besides the general SEO services that are widely applied today, keyword SEO services were also very popular. But with the inadequacies due to keyword stuffing and many other incomplete points, keyword SEO is no longer as popular as before.

However, I will still introduce you to the overview keyword SEO process for you to have more information. This process consists of 5 basic steps:

  • Analyze and evaluate website: fields, topics, strengths, ...
  • Keyword research: choosing main keywords and related sets of keywords
  • Build a content strategy with the selected set of keywords
  • Implement SEO – optimize onpage, offpage website with set of keywords
  • Monitor, test and evaluate for continuous strategy improvement

Keyword SEO services are no longer popular, but selecting a quality set of keywords is still an SEO-er's top priority. Basically, the following ways can be mentioned to increase website rankings sustainably through keyword optimization.

How to optimize keywords to increase website rank?

Search engines not only look at the text in the article, but also the code. When you search for a query, Google displays the title, URL, and profile description for each page through the meta description.

In many cases, Google also offers images, videos, and featured snippets.

Tag notifications to Google (Bing/Yahoo) the information will be provided to users in the article. And each type of tag is suitable for each type of keyword separately.

Title tag

Title tag is the bold text displayed in Google search results. They are also the title displayed on the top of the user's browser.

Title tag should be short because Google will truncate titles more than 50-70 characters. Preferably no more than 55-60 characters.

The title tag should contain the main keyword, but sometimes this is not possible because it will exceed the allowed number of characters.

This is why most marketers try to include keywords at the beginning of the title. So even if it is cut, the reader still understands what the topic of the article is. Unlike the name “title tag”, it is not exactly the title that appears at the top of the blog – this is called the header tag.

Header (<h>) tag

Header tag is used to mark the beginning of an article or the beginning of a section. The title of the blog post is the header tag <h1>. But also add <h2>, <h3> in case you want to split the page into small sections.

Each page should have exactly one <h1> tag containing the main keyword.

Many pages use the same title as the title tag and header. There is a lot of controversy surrounding whether these 3 should be written as the same or not

In general, as long as both the title and header have keywords, describe the content accurately and are attractive to the reader, it will be effective whether the same or not.

Meta description

The meta description appears under the title tag on Google search results.

This section is 1-2 lines long to help introduce the basic content of the article. Meta descriptions should be short (usually under 155 characters) and written as interestingly as possible. Users will quickly glance at the title and description, so you can insert keywords to attract readers. However, don't overdo it.

You do not need to insert keywords for your entire article. I have shared the details of meta description optimization in previous posts. You can review this to understand this issue.

Optimize URLs with SEO keywords

URL keywords are keywords contained in the URL that lead to your blog or website. The arrangement of pages on a website can have a complicated effect on SEO, and keywords are not always the most important factor.

For example, if you have a brand, you should use the brand name in the domain instead of the product description keyword (e.g. Nike's site is www.nike.com, not www.athletic-footwear.com).

In addition, domain names that are too well optimized also become suspicious to users. For example, when searching for the keyword "Injury treatment tips", the first results displayed are:

This is a featured snippet – Google determines that the information on this page satisfies my query and displays this page in a prominent position.

Internal and external links affect SEO

A website link is a link that takes users to another page/video/website/image when you click on it.

Internal link – is a link that leads to another page on your own website. It can improve SEO and help users navigate the page, thereby purchasing products.

External links also have the same effect in some cases. But usually in favor of the page being directed to. That's also why backlinks are so important in content marketing.

What is anchor text?

Anchor text is the part of the hyperlink that contains the keyword you clicked on.

It's often best to use anchor text instead of images for links. Because text links promote SEO and are easy to understand.

Links can use exact keywords or not. Partially matched keywords or related keywords can also boost SEO and help users find your page.

There are still some other important factors that affect SEO

Keywords are important but not everything.

Good content remains one of the top priorities, and other factors that determine a website's success include:

  • Backlinks
  • Website design
  • User experience
  • Photos and media
  • Technical SEO (how to build a website)

Besides, goals also play an important role in SEO strategy. Conversion optimization (like selling products or getting customers to sign up for a video conference) is different from optimizing for clicks.

Similarly, a company with an old, reputable and well-ranked website will need a different content strategy than an online business that has no reputation.

In general, digital marketing is the process of interacting with users. And keywords are just one of many tools that help you find and attract customers for your business.

Hopefully the knowledge I share will help you know what SEO keywords are and how to optimize seo keywords for your website. Comment below to share your thoughts!

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