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All About Keywords: Why they are important?

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Sushan Sharma
Sushan Sharma

The document provides an overview of different types of keywords for search engine optimization. It discusses keyword density, prominence, and proximity. It also defines and provides examples of short, mid, and long-tail keywords; targeted, on-site, buyer, and other keyword categories. Match types like broad, modifier, phrase and exact are explained.

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Sushan Sharma | info@sushansharma.com Keywords: A-Z Guide
Keywords: A-Z Guide Sushan Sharma | info@sushansharma.com KEYWORD DENSITY If your home page has 500 words of body copy and your keyword phrase appears 5 times, your keyword density is one-percent. KEYWORD PROMINENCE Keyword prominence refers to how prominent your keywords are within key elements of your web page. You should always put your most important keyword phrase at the very beginning of your TITLE, DESCRIPTION, and H1 and H2 tags. KEYWORD PROXIMITY The keyword proximity refers to the distance between the search term’s individual keywords. Example: Search term: Detroit Corporate Photographer Sentence: Detroit Photographer Blake Discher specializes in corporate photography” So proximity between “Detroit” and “Photographer” is zero words (Excellent) but between “Photographer” and “corporate” it is four words.
Keywords: A-Z Guide Sushan Sharma | info@sushansharma.com Keyword matching options 1) Broad match Broad match is the default match type that all your keywords are assigned that include misspellings, synonyms, related searches, and other relevant variations. Example: Broad match keyword: Ads may show on searches for: low-carb diet plan carb-free foods low-carb diets low calorie recipes Mediterranean diet books low-carbohydrate dietary program 2) Broad match modifier Similar to broad match, except that the broad match modifier option only shows ads in searches that include the words with a plus sign “+” in front of them. Example: Broad match modifier keyword Ads may show for these searches Ads won't show for these searches +mens +shoes  shoes sale for men  footwear in style for men  shoes for guys  men’s socks and shoes  men’s socks  kids trainers +lawn +mowing +service  services to mow my lawn  lawn mowing and edging service  grass cutting and gardening services  rates for services that cut your grass  gardening services  lawn aeration service +aruba +vacation  all inclusive vacations aruba  vacation ideas in aruba  aruba cruises
Keywords: A-Z Guide Sushan Sharma | info@sushansharma.com 3) Phrase match Ads may show on searches that match a phrase, or close variations of that phrase, which may include additional words before or after. Phrase match is designated with quotation marks ("women's hats") Example: Phrase match keyword: Ads may show on searches for: Ads won't show on searches for: "tennis shoes" shoes for tennis buy tennis shoes on sale red tenis shoes comfortable tennis sneakers tennis rackets and shoes tennis players that wear red shoes 4) Exact match Ads may show on searches that match the exact term or are close variations of that exact term. It shows for keywords with the same meaning as the exact keywords, regardless of spelling or grammar differences between the query and the keyword.  Misspellings  Singular or plural forms  Stemmings (for example, floor and flooring)  Abbreviations  Accents  Reordered words with the same meaning (for example, [shoes mens] and [mens shoes])  Addition or removal of function words. Function words are prepositions (like in or to), conjunctions (like for or but), articles (like a or the), and other words that don’t impact the intent of a search. For example, [shoes for men] is a close variant of [men shoes] with the function word “for” removed.  Implied words (for example, if your exact match keyword is [daydream vr headset], your ads may show on searches for “daydream headset” since “vr” is implied)  Synonyms and paraphrases (for example, if your exact match keyword is [bathing suits], ads may also show on searches for “swimming suits”)  Same search intent (for example, if your exact match keyword is [images royalty free], ads may also show on searches for “free copyright images”)
Keywords: A-Z Guide Sushan Sharma | info@sushansharma.com Exact match keyword Ads may show on searches for Ads won't show on searches for [shoes for men] shoes men men shoes men shoe shoes for a man red shoes for men buy men shoes [bathing suits] swimming suits competition swimwear [all inclusive aruba] all inclusive vacations aruba aruba holidays [images royalty free] free copyright images stock images Types of Keywords with Examples Targeting keywords are the phrases and terms tied to your industry, offerings, and audience. The types of keywords included in this category are:  Market segment keywords: are generic keywords associated with an industry or brand. They are terms a target audience uses to search for general information within a vertical. Terms may be broadly associated with an industry or more defined for niche marketing purposes. Example: running shoes  Customer-defining keywords: are search phrases that identify a specific subset of customers or audience. In these searches, customers use words or phrases to define themselves. Example: running shoes for women  Product keywords: are terms related to specific brand offerings. These types of keywords are phrases that directly reference a company’s products or services. Brands should have a keyword strategy for each of their products and services so customers can find them through search. Example: Nike Flex Contact  Branded keywords: are search phrases that include a brand’s name or other branded terms. These types of keywords may include only the brand name or the brand name along with a product type, product name, or another descriptive search phrase. Example: Nike running shoes
Keywords: A-Z Guide Sushan Sharma | info@sushansharma.com  Competitor keywords: It includes competitor keywords. Example: Reebok running shoes  Geo-targeted keywords: are search phrases that identify a location. Searchers who use these terms are looking for results that are near them, or in another area they are interested in. Example: running shoe store In Surat Types of Keywords by Length There are three types of keywords described by their length:  Short-tail keywords: Very Competitive, High volume (also known as head, broad, or generic keywords)  Mid-tail keywords: They have a high volume of traffic but are highly competitive  Long-tail keywords: They have a small volume of traffic but with less competition and higher conversion rates Example: best running shoes for bad knees
Keywords: A-Z Guide Sushan Sharma | info@sushansharma.com Types of On-Site Keywords On-site content keywords refer to the types of keywords in SEO that are used to create content like a new blog post or landing page. These types of keywords are:  Primary keywords: A primary keyword is the main term you target on a webpage. Each page of SEO content should have one primary keyword assigned to it.  Related or LSI keywords: LSI (latent semantic keywords) phrases that are semantically related to, or variations, or synonyms of, a primary keyword. They are used to support a primary keyword in a piece of content. Each webpage should be assigned one primary keyword and three to four related keywords that give additional context to the page, which helps search engines understand and better rank the page. Types of Buyer Keywords The terms a searcher uses when they are looking to purchase a product or service. There are three types of buyer keywords:  Informational keywords: Informational keywords, or “know” keywords, are terms users search for when they want to find general information about a topic. Example: what’s the best running shoe  Navigational keywords: Navigational keywords, or “go” keywords, are terms users search for when they want to visit a website for a specific brand. Example: Nike running shoes  Transactional keywords: Transactional keywords, or “do” keywords, are terms users search for when they are ready to make a purchase. Example: best deals on Nike running shoes

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All About Keywords: Why they are important?

  • 1. Sushan Sharma | info@sushansharma.com Keywords: A-Z Guide
  • 2. Keywords: A-Z Guide Sushan Sharma | info@sushansharma.com KEYWORD DENSITY If your home page has 500 words of body copy and your keyword phrase appears 5 times, your keyword density is one-percent. KEYWORD PROMINENCE Keyword prominence refers to how prominent your keywords are within key elements of your web page. You should always put your most important keyword phrase at the very beginning of your TITLE, DESCRIPTION, and H1 and H2 tags. KEYWORD PROXIMITY The keyword proximity refers to the distance between the search term’s individual keywords. Example: Search term: Detroit Corporate Photographer Sentence: Detroit Photographer Blake Discher specializes in corporate photography” So proximity between “Detroit” and “Photographer” is zero words (Excellent) but between “Photographer” and “corporate” it is four words.
  • 3. Keywords: A-Z Guide Sushan Sharma | info@sushansharma.com Keyword matching options 1) Broad match Broad match is the default match type that all your keywords are assigned that include misspellings, synonyms, related searches, and other relevant variations. Example: Broad match keyword: Ads may show on searches for: low-carb diet plan carb-free foods low-carb diets low calorie recipes Mediterranean diet books low-carbohydrate dietary program 2) Broad match modifier Similar to broad match, except that the broad match modifier option only shows ads in searches that include the words with a plus sign “+” in front of them. Example: Broad match modifier keyword Ads may show for these searches Ads won't show for these searches +mens +shoes  shoes sale for men  footwear in style for men  shoes for guys  men’s socks and shoes  men’s socks  kids trainers +lawn +mowing +service  services to mow my lawn  lawn mowing and edging service  grass cutting and gardening services  rates for services that cut your grass  gardening services  lawn aeration service +aruba +vacation  all inclusive vacations aruba  vacation ideas in aruba  aruba cruises
  • 4. Keywords: A-Z Guide Sushan Sharma | info@sushansharma.com 3) Phrase match Ads may show on searches that match a phrase, or close variations of that phrase, which may include additional words before or after. Phrase match is designated with quotation marks ("women's hats") Example: Phrase match keyword: Ads may show on searches for: Ads won't show on searches for: "tennis shoes" shoes for tennis buy tennis shoes on sale red tenis shoes comfortable tennis sneakers tennis rackets and shoes tennis players that wear red shoes 4) Exact match Ads may show on searches that match the exact term or are close variations of that exact term. It shows for keywords with the same meaning as the exact keywords, regardless of spelling or grammar differences between the query and the keyword.  Misspellings  Singular or plural forms  Stemmings (for example, floor and flooring)  Abbreviations  Accents  Reordered words with the same meaning (for example, [shoes mens] and [mens shoes])  Addition or removal of function words. Function words are prepositions (like in or to), conjunctions (like for or but), articles (like a or the), and other words that don’t impact the intent of a search. For example, [shoes for men] is a close variant of [men shoes] with the function word “for” removed.  Implied words (for example, if your exact match keyword is [daydream vr headset], your ads may show on searches for “daydream headset” since “vr” is implied)  Synonyms and paraphrases (for example, if your exact match keyword is [bathing suits], ads may also show on searches for “swimming suits”)  Same search intent (for example, if your exact match keyword is [images royalty free], ads may also show on searches for “free copyright images”)
  • 5. Keywords: A-Z Guide Sushan Sharma | info@sushansharma.com Exact match keyword Ads may show on searches for Ads won't show on searches for [shoes for men] shoes men men shoes men shoe shoes for a man red shoes for men buy men shoes [bathing suits] swimming suits competition swimwear [all inclusive aruba] all inclusive vacations aruba aruba holidays [images royalty free] free copyright images stock images Types of Keywords with Examples Targeting keywords are the phrases and terms tied to your industry, offerings, and audience. The types of keywords included in this category are:  Market segment keywords: are generic keywords associated with an industry or brand. They are terms a target audience uses to search for general information within a vertical. Terms may be broadly associated with an industry or more defined for niche marketing purposes. Example: running shoes  Customer-defining keywords: are search phrases that identify a specific subset of customers or audience. In these searches, customers use words or phrases to define themselves. Example: running shoes for women  Product keywords: are terms related to specific brand offerings. These types of keywords are phrases that directly reference a company’s products or services. Brands should have a keyword strategy for each of their products and services so customers can find them through search. Example: Nike Flex Contact  Branded keywords: are search phrases that include a brand’s name or other branded terms. These types of keywords may include only the brand name or the brand name along with a product type, product name, or another descriptive search phrase. Example: Nike running shoes
  • 6. Keywords: A-Z Guide Sushan Sharma | info@sushansharma.com  Competitor keywords: It includes competitor keywords. Example: Reebok running shoes  Geo-targeted keywords: are search phrases that identify a location. Searchers who use these terms are looking for results that are near them, or in another area they are interested in. Example: running shoe store In Surat Types of Keywords by Length There are three types of keywords described by their length:  Short-tail keywords: Very Competitive, High volume (also known as head, broad, or generic keywords)  Mid-tail keywords: They have a high volume of traffic but are highly competitive  Long-tail keywords: They have a small volume of traffic but with less competition and higher conversion rates Example: best running shoes for bad knees
  • 7. Keywords: A-Z Guide Sushan Sharma | info@sushansharma.com Types of On-Site Keywords On-site content keywords refer to the types of keywords in SEO that are used to create content like a new blog post or landing page. These types of keywords are:  Primary keywords: A primary keyword is the main term you target on a webpage. Each page of SEO content should have one primary keyword assigned to it.  Related or LSI keywords: LSI (latent semantic keywords) phrases that are semantically related to, or variations, or synonyms of, a primary keyword. They are used to support a primary keyword in a piece of content. Each webpage should be assigned one primary keyword and three to four related keywords that give additional context to the page, which helps search engines understand and better rank the page. Types of Buyer Keywords The terms a searcher uses when they are looking to purchase a product or service. There are three types of buyer keywords:  Informational keywords: Informational keywords, or “know” keywords, are terms users search for when they want to find general information about a topic. Example: what’s the best running shoe  Navigational keywords: Navigational keywords, or “go” keywords, are terms users search for when they want to visit a website for a specific brand. Example: Nike running shoes  Transactional keywords: Transactional keywords, or “do” keywords, are terms users search for when they are ready to make a purchase. Example: best deals on Nike running shoes