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How to find keywords?

SEO for WooCommerce

Keywords are words or phrases that are essential for connecting the queries entered into the search engine with the offer you want to promote. If there is a match between these elements, your advertisement or webpage (subject to other conditions being met) has a chance to appear in search results. How can you increase this chance by correctly identifying and utilizing keywords? We’ll give you some hints.

Keywords in practice

Craving Korean cuisine but don’t know any recipes? Voila! You enter the phrase “Korean cuisine recipes” into the search engine, and now you know what you’ll be having today. Your plumbing suddenly goes haywire, and you’re pouring buckets of water everywhere in a panic. Voila! You type in the keyword “24-hour plumber,” and a savior with a pipe wrench shows up at your doorstep within an hour. Your customers behave in the same way—find out how to identify the keywords under which they search for your services!

Keywords are like breadcrumbs in a fairy tale

Google is the first stop in online searches—we almost instinctively type in the address google.com, whether on mobile phones or while using desktop computers. The Google search engine undergoes constant changes, but the basis of its searches remains words.

A keyword is a phrase composed of one or multiple words that lead users to the materials they seek. In other words, “keywords” refers to all the terms users enter into the search bar:

keywords in google search bar

In simple search engines, such as search bars on store websites, the code fragment responsible for this element focuses on finding the character sequence that forms a specific phrase. More advanced search engines like Google, Bing, or Yandex utilize complex algorithms to deliver the best results. The intricacies of searching are related to the vast amount of data search engines process when sorting through content from the entire internet. When even the most complex queries can yield results spanning thousands of pages, searching for a character sequence and presenting results in alphabetical order would not be very efficient.

Keywords – types and variations

Search engine marketing, in a nutshell, relies on selecting appropriate keywords and strategically placing them within a website. However, before we delve into the question of “how to find keywords” and begin our research, it’s worth examining the basic types of phrases we will be looking for:

  1. Short-tail keywords – also known as “general keywords.” These phrases consist of one or two words and are characterized by high search volume and increased competition. Another distinctive feature is their general nature, which doesn’t necessarily favor conversions. It would be challenging to find the perfect skirt model solely based on search results related to the keyword “skirt.” The same goes for ambiguous phrases – depending on the search context, the user’s intention may be entirely different. For example, when searching for “Pavlova,” one could refer to both the dessert and Anna Pavlova, the ballerina whom the specific dessert was named after. If we enter the word in its Polish version – “Pawłowa” – we also add the Russian scientist Ivan, a dog caretaker, to the mix… incidentally, Pawłow.
    Short general phrases may seem attractive, but the cost of ranking your website at the top of search results may not be worth the effects – meaning it may not translate into website traffic, contacts, or purchases.
  2. Long-tail keywords – a type of phrase consisting of at least three words. What are their characteristic features? They have lower search frequency but also lower competition. Longer terms are more specific, making determining the user’s search intent easier. For example, the phrase “black pleated midi skirt” allows for specifying particular characteristics of the desired model – color, type of embellishments, and length. The same goes for “Pavlova” – adding additional elements like “homemade recipe” or “dancer Anna” helps determine whether we’re in the mood for “something sweet” or simply seeking historical knowledge.
    Accurately defining long-tail keywords enables effective targeting of search engine users’ needs and greatly facilitates conversions. The cost of ranking long-tail keywords will vary across industries – in some, it remains an untapped territory, while in others, the competition is as fierce as with general keywords.
  3. Branded keywords – these are keywords associated with a brand. Such phrases usually include the complete or partial name of your company. Branded keywords also include terms containing a part of your website’s URL. If your company name is unique, in most cases, branded keywords will return results from your domain. However, if your business name shares standard features with competitors’ names (which is common in specific industries, such as window factories and installation services typically based on the word “window” in various forms), it is advisable to invest in additional promotion and optimize your website with relevant branded keywords.

Attention! There are better solutions than positioning yourself using a competitor’s name. To achieve effective optimization, including the chosen branded keyword within your website is necessary. Failing to do so may not only result in informational chaos and confusion for potential customers but also lead to unpleasant situations with competitors.

The above classification of keywords is one of the most commonly used. However, it could be better. Keywords can be divided in several other ways, for example, based on their “date of relevance” – into “short-term fresh” and “evergreen” keywords. The former includes phrases that are based on current trends. In 2022, among such keywords were “Putin” and the question “How to help Ukraine?” On the other hand, Evergreen keywords do not typically experience dramatic spikes in popularity in terms of search frequency. They include queries about, for example, weight loss methods or how to care for houseplants.

The ideal approach is to find keywords from each group. This kind of diversification allows you to reach different target audiences. Appearing in search results for various types of keywords also helps increase your reach and brand awareness. If a user receives satisfying answers during their first interaction with our brand, there is a chance that they will choose our link again on subsequent occasions.

How to find keywords suitable for a website?

Keywords can be searched using various available online tools. However, before diving into using any software, let’s take a moment to approach keyword research from a less technical perspective.

Just like when building a website, it’s essential to determine the GOAL that guides our actions when searching for keywords. If the goal of creating a website is sales, the focus should be on phrases that customers use when searching for products. If the website aims to establish our position as an expert in a specific niche, the chosen keywords should allow us to showcase our knowledge on that particular topic.

A website can simultaneously serve different purposes, such as selling products and providing industry advice. This is the case, for example, with hardware stores or book websites that also function as cultural portals. It’s also important to remember that the goal of a website can change after several months or years of operation. Change is a constant element of running a business, and its intensity and frequency depend on the industry and user expectations.

The second important aspect is NICHE ANALYSIS. Analyzing industry activities on the internet is equally important for new businesses and older ones just “entering the online space.” Online marketing and customer interactions differ from traditional methods and require different skills and tools.

To begin analyzing the online presence of your industry, it’s worth starting with forums and groups that gather people interested in your topic, such as on Facebook:

Facebook groups

What should you pay attention to? It’s worth examining what topics in your subject are discussed, what questions are being asked (it’s also a great place to find inspiration for blog posts!), and what language they use. Complement your research with competitor analysis—check how they communicate with customers on their website and social media profiles. In case of unsuccessful ideas, reading comments can also provide additional information, and social media users usually have no problem criticizing company actions.

Determining the GOAL of our actions and understanding effective methods in our NICHE will guide us in the direction we should take when searching for keywords. Even preliminary analysis will make it easier to identify the main keywords—phrases with a broader scope that will serve as the foundation for further keyword research. Establishing this foundation will facilitate using tools that assist in finding keywords.

How to find keywords? Choose your tools!

Accurate selection of keywords is the foundation of optimization and the entire website positioning process. Focusing on phrases that will convert is one of the critical elements of SEO success. To find words that align with our goal, the tools available on the internet can be helpful.

Verseo Ads Banner
Verseo Ads Banner

We can expand our pool of phrases with related terms by using the specific keywords determined earlier.

Google’s search engine aims to provide users with the best answers to their queries. To achieve this, it utilizes various features that facilitate formulating accurate queries, such as suggestions and autocomplete:

google search bar suggestions

Autocomplete is created based on the popularity and similarity of phrases users enter. The search engine places a significant emphasis on personalizing the content it serves to its users, which is why some suggestions will be based on the search history of our account. More universal suggestions will appear when using incognito mode.

Similar suggestions are also applied on the search results page. Lists of related keywords can be found toward the end of the search results:

Similar searches

Keyword suggestions are among many ways to find attractive phrases using search engine data.

KEYWORD PLANNER – A planner is a tool dedicated to Google Ads campaigns. However, it can also be effectively used for keyword research for SEO purposes. How to find keywords that will meet our needs?

Start by visiting the Keyword Planner page and logging into your Google account.

Explore new keywords

Do you remember your main keywords? Based on them, you can determine additional phrases that will better represent your business. When using the tool, remember to select the language and country/region you want to target with your services.

exploring new keywords

It’s worth reviewing keyword suggestions in terms of search volume. Note that the “competitiveness” of these phrases is calculated for Google Ads, so when searching for keywords for SEO purposes, there’s no need to consider the data in that column.

KEYWORDTOOL.IO is an alternative solution to the Keyword Planner, considered by many specialists as the “best” option. The free version provides a limited number of keywords without additional statistics, but still sufficient to supplement our list of relevant keywords. Keywordtool.io allows you to expand your keyword research to other platforms, including other search engines (Yahoo, Bing) and platforms like YouTube and Instagram.

Keywordtool.io

UBERSUGGEST.IO is a solution that not only helps find keywords but also provides a considerable amount of data about them:

Ubersuggest IO

The chart displays the search frequency of the desired keyword, divided into mobile and desktop devices. Below is information about the keyword’s click-through rate and the age range of users.

Related keywords to the one entered by us are listed in the table below the charts:

Keyword Ideas

Expanding the table allows you to view the top 10 results for each keyword, including the estimated number of clicks for each position and additional information, such as the number of links and social media shares.

The free version only allows you to gather detailed data for the first ten results.

ANSWERTHEPUBLIC.COM — an iconic tool for copywriters that allows you to find user-searched phrases. It works exceptionally well when searching for longer keywords and seeking inspiration for blog article topics.

Answer The public

SEMSTORM – using this tool requires creating an account. After logging in, simply select the “KEYWORDS” tab and enter one of the main keywords. The keywords are divided into:

New call-to-action
New call-to-action

In the market, tools with Polish roots are also performing well:

exact matches

Exact match

words with prepositions

Prepositions

questions

Question

and video. The results also include an alphabetically sorted list of keywords. Full account access allows for more detailed analysis, including searching for phrases in alternative image titles and descriptions, which is characteristic of e-commerce, or searching for hashtags.

SENUTO – In this keyword tool, we will search in the “Keyword Base” category, which we can access after creating an account. After entering the main keywords, the device lists related phrases.

senuto

Like similar solutions, it divides the phrases into primary, questions, and word groups. It also allows for various filtering options, such as specific formulations.

SURFER SEO – Keyword research in this tool starts with the Keywords Research tab. After entering the desired phrase, the device provides results consisting of similar phrases, phrases that include the searched term, and questions.

surfer seo

You can also use the free Chrome extension – Keyword Surfer to obtain this data without paying for a subscription. The extension lets you get more information about specific phrases directly while searching on Google.

How to find… even more keywords?

The evolution of keyword research for our website is inevitable, especially if we plan to increase visibility within the Google search engine further. To do this, it’s worth examining the phrases for which our website is already ranking – under which keyword it appears to users.

How to check the popularity of a website?

For this purpose, it’s worth checking Google Search Console, specifically the PERFORMANCE tab. Information about queries can be found in the table.

Google Search Console

The data collected in Google Search Console (GSC) is beneficial when we want to get the most out of existing pages that Google has indexed. Among these keywords, there may be some that we have yet to consider but have significant potential to increase the number of users on our website. The tool shows not only the average position of our website but also provides the URL of the specific subpage that ranks for the keyword and the type of device.

If implemented on our website, additional information can be obtained through search query analysis. Google Analytics successfully collects this type of data.

More and more and more… we don’t need it anymore

In the search for keywords, moderation is essential, and the number of keywords should be adjusted to the website’s size. Space in crucial areas of each subpage (title, headings) is limited, as is the ability of search engine robots and users to process information.

When creating keyword lists, it is important to plan their distribution in a way that allows for optimization following Google’s requirements without forcing keywords.

Developing a keyword database doesn’t have to be hindered by this; you just need to focus on expanding the content layer through a blog or news section. In the case of online stores, other tricks can also be applied, such as creating various unconventional product categories and complementing them with seasonal texts.

New call-to-action
New call-to-action

And besides, your customers will provide you with suggestions on what they need – just observe them for a while! 🙂

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