Keyword research helps you understand what your customers are searching for and their intent behind those searches. Use keyword research tools such as Google’s Keyword Planner, SEMrush or Ahrefs to:<\/p>\n
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- Discover popular search terms<\/li>\n
- Evaluate search volume and competition<\/li>\n
- Identify the intent (informational, transactional, navigational)<\/li>\n
- Find related terms to include in your content<\/li>\n
- Find and evaluate if KD (Keyword Difficulty) is appropriate<\/li>\n
- Examine Competitors – Check their DR (Domain rating) and see if you can compete with them.<\/li>\n<\/ul>\n
Here\u2019s a screenshot from Neil Patel\u2019s free keyword tool Ubersuggest<\/a>. We\u2019ll use this to illustrate the different keyword elements below, but you will see similar figures if you\u2019re using a different tool.<\/p>\n
![\"\"](\"https:\/\/www.yellow.com.au\/wp-content\/uploads\/sites\/2\/2020\/08\/Digital-marketing-keyword-search-1024x415.png\")
<\/p>\nRELATED: <\/strong>9 basic SEO tips to help boost your Google rank.<\/strong><\/a><\/p>\n
Step 2: Determine keyword intent.<\/strong><\/h2>\n
Understanding intent helps tailor your content to your audience\u2019s needs:<\/p>\n
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- Informational intent:<\/strong> Searchers looking for answers or advice (e.g. ‘how to fix a leaky tap)<\/li>\n
- Transactional intent:<\/strong> Users intending to purchase (e.g. ‘buy kitchen taps online’)<\/li>\n
- Navigational intent:<\/strong> Visitors looking for a specific website or brand (e.g. ‘ABC Plumbing Sydney’).<\/li>\n<\/ul>\n
Match your content style and information to meet this intent.<\/p>\n
Step 3: Place keywords strategically.<\/strong><\/h2>\n
Once you’ve chosen your keywords, placement matters:<\/p>\n
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- Meta titles:<\/strong> Clearly include your primary keyword at the start of the meta title. Keep it concise and appealing.\n
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- Example: ‘Leaky tap repairs Sydney | ABC Plumbing’<\/li>\n<\/ul>\n<\/li>\n
- H1 headings:<\/strong> Use your main keyword naturally in your main heading (H1).\n
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- Example: ‘Affordable leaky tap repairs in Sydney’.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
Step 4: Integrate keywords naturally into your content.<\/strong><\/h2>\n
Avoid keyword stuffing, as it makes your content hard to read and negatively impacts SEO. Instead:<\/p>\n
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- Sprinkle primary and secondary keywords throughout your paragraphs, subheadings (H2, H3) and bullet points<\/li>\n
- Include related terms from your keyword research to enhance relevance<\/li>\n
- Aim for readability and relevance.<\/li>\n<\/ul>\n
- Example: ‘Affordable leaky tap repairs in Sydney’.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
- Transactional intent:<\/strong> Users intending to purchase (e.g. ‘buy kitchen taps online’)<\/li>\n
- Informational intent:<\/strong> Searchers looking for answers or advice (e.g. ‘how to fix a leaky tap)<\/li>\n