What are Keywords and Why they are Important?

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What are Keywords?

Keywords are subjects that define the topic of your article. In terms of SEO, keywords are any phrases or words that people enter into Google or other search engines.

SEO professionals and website owners use these keywords for optimizing a website in the hope of ranking at the first page of Google Search Result Pages for particular keywords.

Why are Keywords so Important?

Keywords are important because they are very often the words that people use to search on the Internet. Intent has been generally defined in the SEO community as capable of falling into four main categories.

Queries that are strongly intended to make a transaction on a website.

A request for information such as direction, facts, or knowledge without a clear intention to make a transaction related to the search.

Queries that indicate your intention to navigate to a particular website or content.

Commercial intent is the process of evaluating the likelihood that someone searching for a keyword becomes a lead or customer with the content you're giving to meet that demand.

The goal of search engine ranking is to get organic traffic from the search engine results page (SERP). The keywords you select affect the type of traffic you get.



What are the Main Qualities of a Keyword?


The main qualities of a keyword are:

  1. Search Volume
  2. Competition
  3. Price
  4. Word Count
  5. Intent

1. Search Volume of a Keyword

Search volume tells you the number of times a keyword is searched on Google. This indicator allows you to determine how popular a given query is and how much potential traffic a high position could bring to your site.

For instance, as of November 2021, the keyword “ Digital Transformation” has a search volume of 14.8K in the United States alone.

2. Keyword Competition

You should be aware of the competition regardless of how large a keyword's search volume is. Most keyword tools provide a metric for calculating competition. For example, Semrush has two, namely Keyword Density and Competitive Density.

For example, the keyword “ Digital Transformation” has a keyword density of 96%. That means it is very hard to rank on this keyword.



3. Price

When it comes to advertising, every term has a cost: — "Cost per click" (CPC) indicates how much an advertiser pays each time a searcher clicks on their ad after looking for the phrase.

For example, the keyword “ Digital Transformation “ has a CPC of USD 10.30 in the United States.

4. Word Count

The amount of words in a phrase is measured in a word count; for example, "Zyxware" has a word count of 1, while "Benefits of Digital Transformation" has a word count of 3.

5. The intent of a Keyword

The intent of a keyword reveals what a searcher wants to accomplish.

In the SEO community, the intent has been classified into four categories:

  1. Transactional (buyer) intent
  2. Commercial intent
  3. Navigational intent
  4. Informational intent

1. Transactional (buyer) Intent

Queries that indicate a strong desire to make a purchase on a website.

For example, search for: Media and Entertainment Digital Transformation Strategy PPT

2. Commercial Intent

The process of evaluating the possibility that someone searching for a keyword would become a lead or customer is known as commercial intent.

For example, Digital Transformation Services in Media and Entertainment Industry

3. Navigational Intent

Queries that indicate an intent to see a specific website or content.

Eg : Zyxware Digital Transformation Services

4. Informational Intent

Queries that are looking for information such as directions, facts, knowledge, and so on, but do not have the explicit goal of making a transaction in connection with the search.

For example: Digital Transformation Case Study


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