Where to use which keywords...
-
After doing keyword research and coming up with a list of keywords/phrases that I'd like to optimise a specific page for (an additional page to an existing website), I get confused about WHERE to use which keywords.
For example, choosing between two keywords like home insurance and specialist home insurance.
Let's say home insurance is more searched than the other, and but is more difficult to rank for, and specialist home insurance is less searched but easier to rank for. Firstly, which one should I use as my "main keyword" and secondly, what benefit does the other keyword(s) then have on the rest of the page, and were do I use them?
I hope this makes sense. Any help will be greatly appreciated!
-
Thank you for your answers! Much appreciated.
-
I'd point out that "home insurance" is actually a distinct keyphrase existing intact within "specialist home insurance"... so if it was me, all else being equal and contextually appropriate, I'd probably lean just a little heavier on the latter knowing that I'm actually capturing both at once.
-
Bryan's advice is good, but make sure to balance your focus on search traffic and competition with a consideration of what would make the most sense for your visitors. I'm not very familiar with the industry, but are "specialist home insurance" and "home insurance" synonymous? If they're not, make sure to use language that fits the content on the page.
Also, keep in mind that the search engines are quite good at figuring out intent and associated terms. Cyrus Shepard's "Keywords to Concepts" covers the idea of topical search quite well.
-
I don't think this is something you should take any speculation about. I suggest doing concurrent A/B testing for these terms; meaning, you should optimize the page for Keyword A for a month or so and record the data, and the next month, optimize it for Keyword B to compare your KPIs. That way, you have hard data backing whatever decision you make.
If, however, you don't want to do any A/B testing, or have time constraints, (and I can't stress enough that this advice should only be taken under those conditions) choose the higher-volume keyword as your primary and the lower as your secondary keyword. Optimize, and leave it for a bit. After a while, tweak things more toward the lower and, if your KPIs improve, tweak again. If your key data points get worse, however, then it's fair to assume that the higher-volume keyword is better for your traffic and such.
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
How to find the best keywords for a new blog?
Hey everyone,
Keyword Research | | ayofztk
I have started a new blog and I am not finding the ways to find the best and rankable keywords for it.
Can anybody tell me how to find it?0 -
No SERPs contains my keyword phrase
Hi! I have a question that is the best described by an concrete example: When I use Google UK and search for a keyword "wood floor" why the top 100 search results show pages for "wood flooring" instead? Is it because that keyword is simply more popular and pages are in general better optimized for "flooring"?
Keyword Research | | KAN-Malmo1 -
Can you ever compete with product keywords?
I am doing keyword research for a dental blog and wanted to get the forum's opinion about these SERP results: https://moz.com/explorer/keyword/serp-analysis?q=electric+toothbrushWondering if the Google algorithm will always favor something like Amazon since someone searching "electric toothbrush" probably doesn't want info -- they probably want to buy...right?
Keyword Research | | catbur2 -
When is it wrong to use a competitors brand name?
I recently started with a company who've benefited from using a competitors brand name to explain why theirs is superior. They're not wrong and neither have they been derogatory, however they have had significant traffic to their website using the competitors branded search terms. I'm concerned Google will penalise us for this (if so can you point me to case studies/similar examples), or am I worrying unnecessarily?
Keyword Research | | LJHopkins0 -
How to finalize the keywords for SEO?
Hi, I use the following method for keyword research: Create a long raw list of keywords. Use Google AdWords Keyword tool to find monthly searches. Find raw competition. Find direct competition (via allinanchor: search operator) Calculate KEI (Keyword Effectiveness Index) Calculate KOI (Keyword Opportunity Index) Is there any other (better) way to execute the keyword research? Or is finalizing/selecting the keywords only on the basis of monthly searches sufficient? In short, how to select the best keywords from a long list? Thanks & Regards
Keyword Research | | IM_Learner0 -
Keywords besides what is in Google Analytics
Hello, For our site thewealthymind(dot)com what keywords do you think I should be targeting, I assume it is not enough just to get keywords from Google Analytics history. Thanks!
Keyword Research | | BobGW0 -
Keyword Rank are working Wrong???
hi i am in Argentina, search customize to Argentina in google,yahoo and bing. all my keyword in seomoz go down 10 places. when i click in a keyword , i see that is searching in .com (all the world) . when i do a local search i see correct rankings? thanks for reply Gabo
Keyword Research | | monotero0