[SEO] 4 rules for choosing keywords for your business

The article focuses on an important element of SEO strategy - keyword selection. It discusses their importance, errors in selection and the impact of SEO on business. It goes on to present practical principles of keyword selection for businesses, as well as the need to take a conscious approach and adapt strategies to changing market conditions.

Keywords in SEO: Introduction

Keywords are at the heart of SEO (Search Engine Optimisation) strategies, i.e. optimising websites for visibility in search results. Choosing the right keywords determines whether a page will be visible in search results and what position it will be placed in. As such, they are the most important part of the search engine optimisation process. 

What are key phrases?

Key phrases/keywords are terms or phrases (sets of words, queries, slogans)which users type into a search engine to find information on a specific topic. The search results, or SERPs (Search Engine Result Pages), present the pages which, according to the algorithm, best answer the user's query. Keywords can be classified into different categories, depending on the criteria met. 

The best known is the division by length, viz:

Key phrases called short-tail are short phrases or single words that broadly relate to a specific topic, e.g. "cinema". These are the most general and common, and therefore also the most searched for. They have great potential, but at the same time just as much competition.

Key phrases called long-tail are long phrases and more detailed than short-tail. They contain most of the information and are usually more precisely targeted. An example of such a phrase is 'best science fiction films'. This relates to users who have a specific need or problem to solve, which can result in a higher conversion rate. 

Why pay attention to keywords?

The essence of key phrases is that they are the bridge that connects users to the content they are searching for online. When a user types in certain key words or phrases, search engines such as Google, Bing or Yahoo search the Internet to find the websites that best match this query.

It is important to understand that keyword phrases are not only words typed in by users, but also elements for which websites are optimised. Search engines use key phrases to indexing and evaluating a website for its relevance to user queries.

The right keywords are important for improving a website's visibility in search results and attracting traffic to the site. Therefore, understanding what phrases are most relevant to a website and how to use them effectively is crucial to an effective SEO strategy.

Traps associated with the wrong choice of keywords

When choosing keywords, remember to avoid oversaturationas this can have a negative impact on effectiveness. Over-filling content with keywords, known as "keyword stuffing", can lead to consequences such as lowering a page's position in search results. 

Another pitfall is use of overly general keywords. In this way we can attract traffic to the site, but it is usually low-quality traffic that does not necessarily translate into conversions. 

For exampleIf your website offers services related to travel planning and accommodation booking, the keyword "accommodation" may attract traffic interested in different types of accommodation, ranging from cheap hostels to high-standard guesthouses and flats. However, if your listing focuses on exclusive holiday flats, users looking for more luxurious options may not be interested in standard hotels or guesthouses. Using such a keyword may reduce the effectiveness in attracting the right traffic to your site.

Competing keywords are also a problem. Choosing keywords that are highly competitive can make it difficult to rank highly in search results. If this is the case, it is better to focus on specific keywords that better match the content of your website. Remember, That it is crucial to understand users' search intentions and match keywords to the content and objectives of your site. It is also worth regularly monitoring and analysing the effectiveness of your chosen keywords to adjust SEO strategy based on changesin the behaviour of users and competitors.

As we know, the aforementioned keyword overkill has a negative effect on effectiveness. In this case, one should not go to extremes, as too few keywords are just as damaging. Choosing too few keywords can limit the traffic potential of a website. It's worth identifying a wide range of keywords related to your site's subject matter and including them in your SEO strategy, but don't fall into "keyword stuffing".

So how do you approach key phrases in an effective way? 

He read the article: Keyword stuffing: Learn how to use keywords effectively

The importance of SEO for your business

The essence of keywords is they correspond to the themesthat users type into a search engine when looking for specific information. It is also important to understand that keywords have an important impact not only on the visibility of the website in search resultsbut also on the quality of website traffic and potential conversions. 

Website owners try to incorporate keyword phrases into the content of their pages to increase their visibility in search results. Optimising a page for keywords includes, among other things, skilful the use of these phrases in content, meta tags, headings and links.

Selecting the right keywords for your business

Choosing the right keywords for your business is a key step in SEO optimisation. By doing so, you will attract quality traffic to your website consisting of potential customers interested in your products or services. 

Here are four ways to choose the best keywords for your business:

1. 1. Market and competition survey

Go to market and competition analysisto identify which keyword phrases are popular in your industry and which keywords are used by your competitors. 

2. 2. Relevance and precision

Choose keywords that are closely related to the subject matter and offerings of your business. Avoid generic phraseswhich may attract general traffic but be ineffective in terms of conversions. Instead, focus on precise keywords that accurately describe what you offer and the needs of your target customer group. 

3. 3. Keywords of the long tail

Also consider using keywords long-tail, i.e. more specific key phrases that are less popular but can attract more targeted traffic to your site. 

4. 4. Keyword analysis tools

Once you know which keywords to focus on, you can help yourself with some tools. These are helpful in suggesting key phrases related to your business. Based on the previous tips, you will assess keyword potential - their relevance to your content, popularity and competition.  

If your business operates locallyConsider this in your keyword selection. Add the name of your city, region or other local designations to your key phrases to reach people looking for services or products in your area. This will allow you to compete more effectively in the local market and attract customers from your geographical area. 

You can use tools such as: 

• • Google Trends

With this free tool, you can verify the interest in a given keyword by region, mark a time range (it is recommended to mark the last 90 days, which will show you a summary of the latest trends), you will also check related topics and queries.

• • Google prompts

Another option is search engine keyword check. This is a quick and easy way to do this, but bear in mind that the results may be tailored to your search history. It is therefore worth using incognito mode. 

• • Senuto

Senuto is very popular among SEO professionals in Poland. It is an intuitive tool with many useful features. It offers more advanced features than the options listed above, but it is paid tool. A huge keyword database of 185 million phrases in 42 languages is available in Senuto. It is easy to use and contains many interesting features supporting activities related to with positioning. In addition to the keyword database, Senuto provides visibility analysis, SERP performance analysis and position monitoring, i.e. it verifies your competitors' performance for your phrases and controls the most up-to-date information regarding your site in the search engines. Focusing on keywords, however, Senuto provides information such as: popularity, competitiveness, trends (searches for a particular phrase over a certain period of time), CPC (the ratio between ad spend and the number of clicks it generates). If you are still not convinced, Senuto offers a free trial period.  

Following the guidelines listed will help you find the right key phrases for your business. Remember that effective keyword selection requires patience, analysis and constant optimisation.

Summary and conclusions

With these tips, you can choose your keywords appropriately to keep the high visibility in the search results and effectively reach your target customer group.

It is worthwhile at the outset to carry out keyword analysisto identify those that best fit the content and objectives of the site. In practice, SEO should involve the use of phrases from different categories. In this way, it will be possible to attract internet users with different needs and expectations, which translates into More traffic, increased conversions and a range of benefits.

It is also worth noting that keywords are not fixed and may change with
with search trends and changes in user behaviour. Therefore, continuous observation of the effectiveness of selected key phrases and adaptation of the SEO strategy to changing conditions is essential to maintain and improve the position of the website
in the search results. 

Regular monitoring of market evolution, competitive research and customer preferences are key elements of a successful SEO strategy. In addition, tracking your competitors' activities will give you valuable tips and inspiration that can be used to improving your SEO strategy. Studying your customers' preferences will allow you to better understand their needs and expectations, which can translate into more relevant and effective keywords. In this way, your SEO strategy will be more comprehensive, which will contribute to the long-term success of your business.