What are Keywords and How to Choose Them? 1.1. SEO Course by Ahrefs

Summary

In this introductory keyword research module, Sam Oh explains the significance of keywords in SEO, emphasizing their role in driving traffic to your pages. The lesson introduces a 4-point checklist for selecting effective keywords, starting with assessing search demand and traffic potential. It also covers the importance of aligning with business potential and searcher intent, and concludes with the necessity of being able to rank for chosen keywords. The video sets the stage for deeper exploration of these topics in subsequent lessons.

Takeaways

• 🔍 Keywords are words and phrases that people use in search engines to find information, and they are crucial for SEO.
• 🏆 The primary goal of SEO is to rank web pages for keywords that the target audience is searching for.
• 📈 Search demand, measured by 'search volume', indicates how many times a keyword is searched for monthly.
• 🌐 Traffic potential is a more reliable metric than search volume, representing the total search traffic achievable by ranking at the top of Google.
• 📊 Top-ranking pages often rank for many other relevant keywords, increasing the overall traffic potential of a topic.
• 💼 Business potential assesses the value a keyword has to a business, which depends on the niche and business model.
• 🛒 Assigning a score from 1-3 to keywords can help prioritize them based on their importance to the business.
• 🔎 Searcher intent is the reason behind a user's search query, which can be determined by analyzing top-ranking pages for a keyword.
• 🚀 Ranking difficulty is a critical factor in choosing keywords; it's necessary to assess whether it's feasible to rank for a given keyword in the future.
• ⚖️ Choosing keywords involves balancing search volume, traffic potential, business potential, searcher intent, and ranking difficulty.

Q & A

What are keywords in the context of SEO?

Keywords in SEO are words and phrases that people type into search engines to find what they're looking for. They are crucial for search engine optimization as they form the foundation for ranking pages that target audience or customers are searching for.

Why are keywords important for SEO?

Keywords are important for SEO because they set the entire foundation for search engine optimization. The goal of SEO is to rank pages for keywords that the target audience is searching for, and without ranking for searched keywords, SEO efforts are ineffective.

What is the significance of search volume in keyword research?

Search volume represents the number of monthly searches for a keyword and is a measurable metric that indicates the demand for that keyword. However, it can be misleading on its own, as not all searches result in a click to a page.

How is traffic potential different from search volume?

Traffic potential represents the total search traffic you could get if you were to rank at the top of Google for your keyword. It is more reliable than search volume because it considers not just the searches but also the potential for those searches to click through to your page.

What does business potential of a keyword signify?

Business potential signifies the value a keyword has to your business, which is determined by your niche and business model. It helps prioritize keywords based on their relevance and potential to drive business outcomes like sales or leads.

How can you assign a score to a keyword based on its business potential?

You can assign scores between 1-3 to keywords based on their relevance and potential to drive business outcomes. A score of 3 indicates high business value, 2 is moderate, and 1 is low, with 0 being irrelevant to the business.

Why is understanding searcher intent important in keyword research?

Understanding searcher intent is important because it represents the reason behind a searcher's query. It helps determine whether your content can satisfy the intent, which is crucial for ranking high in search results.

What does it mean to match searcher intent?

Matching searcher intent means creating content that aligns with the reason why users are searching for a particular keyword. If your content satisfies this intent, it's more likely to rank higher in search engine results.

How do you determine if you can rank for a keyword?

Determining if you can rank for a keyword involves analyzing the competition, the relevance of your content, and the authority of your website. It requires understanding the level of difficulty to rank for a given keyword, which is covered in detail in a later lesson.

What is the process of choosing effective keywords?

Choosing effective keywords involves finding a balance between search demand, traffic potential, business potential, matching searcher intent, and assessing ranking difficulty. It's about selecting keywords that drive enough traffic, have business value, and are achievable to rank for.

Why is it necessary to consider both search volume and traffic potential when choosing keywords?

It's necessary to consider both search volume and traffic potential because search volume alone might not accurately represent the potential traffic to your site. Traffic potential takes into account the total search traffic, including clicks to your page, providing a more comprehensive view of the keyword's value.