What are keywords in SEO?

SEO (Search Engine Optimization) is one of the most critical components of a digital marketing strategy. For any website or online content to be recognized by search engines and rank high, the correct keyword analysis is essential.

The importance of keyword research in SEO

Keyword analysis (keyword search or keyword research) is one of the core mechanisms used by search engines, and when done correctly, ensures high content rankings in search results. Additionally, keywords help understand user intent and create relevant content. Every search has intent behind it, and accurately analyzing it is possible through keyword research. This process is the foundation of any SEO strategy.

Long-tail keywords

Long-tail keywords are more specific and less competitive terms. These keywords attract more targeted traffic and have a higher conversion rate. Long-tail keywords also more accurately reflect user intent, making it easier to find the needed information.

Keyword volume analysis

Keyword volume shows how frequently a term is searched in search engines. High-volume keywords are ideal for creating content for a broad audience, but competition for them is also high. Therefore, it may be beneficial to choose medium-volume keywords based on your target audience.

Methods for keyword research in SEO

Keyword research is one of the most critical first steps in the SEO process. Selecting the right methods for keyword research is essential for optimizing content. Several methods and tools are used in this process.

Google Keyword Planner

Google Keyword Planner is one of the most popular tools for keyword research. It provides users with information about search volume, competition level, and related keyword suggestions. Using this data, you can properly build your SEO strategy.

SEMrush and Ahrefs

Professional SEO tools like SEMrush and Ahrefs provide information not only on keyword search volume but also on which keywords your competitors are using. These tools also allow you to analyze key details such as keyword rankings, backlinks, content gaps, and other important metrics.

Analyzing existing content

Analyzing existing content is a great way to evaluate the effectiveness of keywords and add new ones. With this analysis, you can see what users are paying attention to in your content and which keywords bring more traffic. Using Google Search Console, you can find the keywords your existing content gets the most impressions for and integrate them into the content.

Keyword research with SEMrush

SEMrush is one of the most popular SEO tools globally, offering extensive capabilities for keyword research. The first step is to log into your SEMrush account. If you don’t have an account yet, you can sign up and start with the free version.

Main dashboard and keyword research section

Once logged into your SEMrush account, you’ll see many SEO features on the main dashboard. To conduct keyword research, go to the "Keyword Overview" section. Here, you can enter the keyword you’re interested in and receive detailed information.

Detailed keyword analysis

To get detailed information on the entered keyword, click "Search" in the "Keyword Overview" section. This will show you essential metrics such as search volume, competition level, CPC (cost-per-click), and more.

Search volume and trends

The search volume of a keyword shows how many times it is searched monthly. SEMrush provides this volume in a graph format, allowing you to see how the keyword’s popularity has changed over time. This information is crucial for identifying promising keywords.

Keyword competition level

Keyword competition shows how difficult it will be to optimize SEO for a given keyword. SEMrush provides competition levels as a percentage. A high competition level indicates that it will be challenging to rank high in search results for that keyword. Therefore, more in-depth optimization is required for high-competition keywords.

CPC (Cost-Per-Click)

CPC shows the average cost per click for this keyword. SEMrush provides an accurate cost figure, which is essential for determining the price of advertising campaigns for that keyword. A high CPC can indicate the commercial potential of that keyword.

SEMrush and related keyword options

SEMrush not only provides information on specific keywords but also offers related keywords. This creates additional opportunities for content optimization. These suggestions present other keywords similar or related to the one you entered.

Related keywords and phrase match sections

The "Related Keywords" and "Phrase Match" sections provide a list of other keywords connected to the one you entered. These keywords are sorted by search volume, competition level, and other metrics. These data are ideal for making your content more targeted at a broader audience.

SERP analysis

SEMrush also displays the current SERP (Search Engine Results Pages) results for the keyword you entered. This is a great tool to see which websites rank highly for that keyword and what content strategies they are using. SERP analysis shows backlink profiles, content types, and other key data for top competitors’ pages.

How to use keyword research results?

The results of keyword research are primarily used to shape content strategy. A well-planned keyword strategy is the foundation of SEO and helps achieve better results.

Content optimization

Effective use of keywords is crucial for content optimization. Proper placement of keywords in titles, subheadings, and various parts of the text helps content rank higher in search engines. Keyword density is vital, and finding the right balance for each piece of content is necessary.

Meta description optimization

Meta descriptions are an important part of SEO and can encourage users to click on your content in search results. Keywords must be used correctly in these descriptions for content to be appropriately indexed by search engines.

Link building (backlinks)

Backlinks are a powerful SEO tool, and correct keyword use in link building increases content authority. Strong backlinks are essential for achieving high rankings in search engines.

Keyword research and content strategy

Keyword analysis forms the foundation not only for SEO but also for content strategy. Proper keyword selection helps content reach a broad audience and meet user intent.

Creating thematic content

Directing content at specific keywords makes it more focused and effective. Keywords serve as the primary guide for creating informative and targeted content on a topic.

Website structure optimization

Keywords are used not only for content but also for optimizing your website's structure. Correct keywords play a key role in optimizing URLs, categories, and even sitemaps.

Recommendations for using keywords

• When conducting keyword research for a specific topic, there is no need to create a separate page for each keyword found. You can group related keywords and use them in a single piece of content.
• Avoid overusing a single keyword in the content.
• Instead of overusing one keyword, support the main keyword with related keywords. Use keywords in a way that does not compromise content quality.
• Use keywords in URLs, page titles, headings, and subheadings.