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| Target Keyword Selection Guide |
Why are keywords important? What role does SEO play?
Keywords connect consumers, web content, and search. To be precise, keywords contain the user's search intent (the purpose of searching), companies prepare content that satisfies this search intent, and search engines match the two to provide information to those seeking information in the digital world. connect it.
Therefore, keywords can be said to be data that play an important role in causing information distribution in the digital world, no matter how small the volume of keywords. Keywords used in web content form a complex topic, and if this topic matches the user's intention to enter the keyword into the search engine, the search engine judges that it is highly related to the user's search keyword and adds this web content to the search results It is more likely to be exposed at the top.
Companies that are fighting fiercely for even a little bit more of the limited attention of consumers are telling the story the brand is trying to tell in order to attract as many potential search service users to the website as possible by exposing their content at the top of the search results page. You have to create content that your potential customers want, not the other way around.
In order to create content that potential customers want, we need to preemptively identify which keywords potential customers are searching for the most. This is because only then can you get the idea of creating content that answers the questions your potential customers are curious about.
Therefore, in order to create web content that can have a high exposure ranking on the result page of a search engine, we need to decide what topic our content should cover, and what keywords should be included in the article dealing with that topic to generate traffic from search engines. You have to think about what strategy you should have. At this point, keywords that cover the topic of the article well and generate traffic well are called target keywords, and choosing these target keywords well is very important for successful content marketing and SEO.
Types of target keywords
When selecting target keywords, we contemplate which keywords should fit the topic of the article we want to write to. I think there are four major ways to classify the types of keywords. First, there is a 'search volume-based classification method' that is divided into head keywords, chunky middle keywords, and long-tail keywords, the second is a 'brand name inclusion criteria classification method' that divides keywords including a company or product brands and non-brand keywords, and the third is a 'classification method based on whether a region is included or not, which divides local keywords including local names and global keywords that do not specify regions. Lastly, 'query type (voice search) ) is a classification method based on whether it is a query or not.
When selecting a target keyword, you need to think about which keyword to choose from among these four categories, and also think about what the context of the person who searches using this keyword is. In other words, by thinking about the context in which this search was conducted and what kinds of search terms were used in succession, we can understand who the main target audience for the product/service to be advertised through web content is and what their needs are.
In addition, the direction and value of your brand can be an important criterion for selecting target keywords. Through these various criteria, we can decide which of several keywords to finally use as the target keyword.
1. Keyword classification based on search volume: head keywords vs long tail keywords
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| Target Keyword Selection Guide |
Head keywords :
In general, the head has potentially multiple search intents and is a good target because it is a word with a lot of search volume, but competition is fierce in terms of a high search volume, and it is necessary to think about whether it is suitable for targeting because there are multiple search intents. In general, the head keyword search results often expose pages dealing with multiple brands or pages related to knowledge rather than specific brand product pages.
Long tail keywords :
On the other hand, long-tail keywords have less search volume than head keywords and have a strong intention to include multiple words or to search for a fixed set of information. Therefore, there is a tendency that competition is not fierce compared to the head keyword, and the search intention can be easily identified so that the target is easy.
2. Keyword classification method based on brand name inclusion: brand keywords vs non-brand keywords
Brand Keywords :
Brand keywords include official brand names, logos, mottos, subsidiaries, and related brand abbreviations. Brand keywords are one of the keyword types that must be included as a target.
Non-Brand Keywords :
Non-brand keywords refer to keywords for which a brand is not specified. Non-brand keywords are suitable keywords to attract customers who have not decided on the brand TOM (Top-of-mind). From a long-term perspective, it is necessary to set goals for exposure to non-brand keyword search results.
3. Classification method based on the inclusion of local names: global keywords vs local keywords
Global keywords :
It is a keyword that is frequently used regardless of location. In general, global keywords refer to keywords written in English. If you are doing a global business, this is a good target for you.
Example: Travel Insurance
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| Target Keyword Selection Guide |
local keywords :
A keyword related to an area, which mayate that the user is in/around a specified area or is searching for something in a geographic location. Local keywords are mostly written in the local language. It is suitable for targeting if you are doing local business or localizing among global businesses.
Example: new york restaurants
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| Target Keyword Selection Guide |
4. Classification method based on query type (voice search) query type: Question type keyword
A query-type keyword is a case in which the keyword is in the form of a question. Due to the nature of the question type, it is a long-tail keyword. It is a question-type keyword that does not appear often in Korea but appears frequently in English keywords. In Korea, it is rare to ask a question through a home assistant device or a mobile phone, but voice search is used more frequently overseas than in Korea, and the number is continuously increasing. (Voice Search statistics are well summarized in Backlinko .) Therefore, it is recommended to include question-type keywords as target keywords for brands targeting overseas markets.
Where to use target keywords?
Once you've chosen your target keywords, it's time to apply those target keywords to the content of your website as a whole. The most important part is to use this target keyword naturally in the text. Specifically, it is written as content that properly arranges key keywords in the text and provides answers to the questions of users who searched for the keyword or keywords with similar meaning. You should naturally use this target keyword while doing it.
Then, the URL of the web page or subdirectory, title tag, meta description, H tag related to the main topic, mid topic, and sub topic in the page, image caption text and alt text tag, and file name, schema markup, etc. are reflected Should be.
Content format selection according to target keywords
When a target keyword is used in a search, the type of content to be produced according to the search intent of the keyword should also be carefully selected. Below is a summary of what types of content can be included in this content.
Informational blog format
If the operating homepage is a catalog-oriented website that introduces products, it is difficult to deal with pure information-type content within it. In this case, the optimal content format to respond to keywords for the purpose of finding relevant information among potential consumers who do not yet intend to specifically purchase our products and brands is an informational blog.
It can be said that the information-type blog format is advantageous in responding to Evergreen content that is not sensitive to trends and responds to keywords that consistently have high search volume over time. For example, what is a marketing automation tool, and what is its role? It can be said that it is a suitable content type for the same type of search query.
List Page Format – Content Silo Format
The list page format, also called the content silo format, is a term that refers to a single list page and the overall structure of a detailed page connected to it. It can be seen mainly in the results. The content silo format, which can often be seen in the results of non-brand keywords searched for by a specific category name, is useful when connecting different content to each other.
Content silos are category keywords that help consumers understand what options are available before deciding to buy a particular product (e.g., smartphones under 300,000 won, smartphones with three or more lenses, hotels 10 minutes from Sinchon Station) etc.) can be found frequently in search results. It is suitable for responding to keywords with detailed modifiers added before and after the product category is finally purchased.
Product detail page format
The product detail page refers to a web page that contains detailed objective information about the product, such as specifications/functions/usability/value, etc., and various images, videos, and questions are mainly found in the contents along with detailed descriptions of the product.
For example, it can be said that it is a content format that can be found frequently in search results for keywords such as “Hyundai Motor Kona 2022, Galaxy S21 Ultra Battery Capacity”. These detail pages are often linked to carts where you can purchase a product within the detail page, so there are cases in which content that induces purchases is included, but in many cases, only product information is provided without a product purchase function.
Keyword tool to discover target keywords
Above, we looked at what a target keyword is, what role it plays, and what format of content should be used to respond to this keyword. From now on, we will introduce tools and features that will help you find your target keywords.
1. Listening Mind Intent Finder (tentative name, BETA as of July 22)
Listening Mind easily understands consumer search terms related to various topics, including products and brands that research marketers want to find, and organizes the search terms by topic, search volume, brand, advertisement contention, and demographic category. It's a useful tool to look at. Since the search volume data provided by Listening Mind shows the search volumes of Naver and Google, the search engines mainly used by domestic consumers, it is possible to know the size of the potential needs of actual domestic consumers.
Also, as shown in the second image below, it provides a function that allows marketers to identify which keywords are being searched before and after the keyword they are interested in, so marketers can gain insight into target keywords in various fields. It's easier to get than a tool.
2. Keywordtool.io
It is the most popular external keyword tool among Google and YouTube keyword tools. If you search for a specific keyword, you can check related keywords that contain the keyword, related keywords related to the keyword, monthly search volume for the last year, advertisement competition, etc. You can also get the search volume. This keyword tool is mainly used to check related keywords and search volume in English-speaking markets or overseas markets. In the SEO industry, I tend to use this tool a lot when I want to check Google search volume.
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| Target Keyword Selection Guide |
3. Ahrefs
You can check organic keywords by country by website, and sort by search volume, CPC traffic, etc. Since it is possible to check each website, you can check the keywords imported by your company and competitors, and you can check various information such as backlinks and organic search data in addition to the imported keywords.
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| Target Keyword Selection Guide |
summary
In simple terms, a target keyword is a search term that potential customers are looking for to search for information related to a brand/product/service. You will be able to seize various business opportunities. However, not all keywords produce these results, so it is important to our marketers how to find keywords that consumers are curious about and that will be useful for business.
Finding a target keyword that meets the goals of our marketers among various keyword types is the basic but most important task in achieving business goals by creating high-quality content that meets the search intent of consumers who have searched for these keywords, creating influx and conversion.
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