Keywords & Content

SEO and Analytics

Google Trend
WHAT IS GOOGLE TREND?

• Google Trends calls data from Google searches and allows users to
compare the frequency of search terms compared to other similar
keywords, different geographic regions, or across language barriers.

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Keywords
WHAT IS KEYWORD?

• Keyword is a word or phrase on your website that matches the words and
phrases people are entering into search engines. By learning what
keywords or phrases your target audience uses when they search for your
product or service, you can create and optimize content to answer their
query. It’s vital to rank for terms that are relevant to your business so that
when users navigate to your site, they find the content they need and
expect.

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TYPES OF KEYWORDS

• Short-tail keywords usually consist of one or two words (e.g.,

”WordPress themes”). These keywords are broad and generic but often
ambiguous, with a high search volume.
• Middle-tail keywords usually consist of three or four words (e.g.,
”WordPress themes for blog”). They are more specific than short-tail
keywords but have lower search volume.
• Long-tail keywords usually consist of four or more words (e.g., ”free
responsive WordPress themes for blog”). These are more detailed and
very specific, but the search volume is even lower.

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WHAT ARE KEYWORD FREQUENCY, KEYWORD DENSITY, KEYWORD
DIFFICULTY, AND KEYWORD PROXIMITY?

• Keyword Frequency: The amount of times a specific keyword phrase

occurs on a web page is known as keyword frequency. When
optimizing a web page, we must be careful not to overuse the term to
the point of keyword stuffing.
• Keyword Difficulty: The keyword difficulty metric measures how
tough it is to rank for a given term based on its prominence and
competitors. The more complicated the keyword, the more time or
backlinks are required.
• Keyword Proximity: The distance between two terms on a web page is
measured by keyword proximity.

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WHAT ARE KEYWORD FREQUENCY, KEYWORD DENSITY, KEYWORD
DIFFICULTY, AND KEYWORD PROXIMITY?

• Keyword Density: Keyword density is the proportion of times a term

or phrase occurs on a web page. Search engines may mistake the
keyword frequency for term stuffing when the keyword frequency is
significantly over the optimal level. Consequently, we must ensure that
the keyword density for any significant or secondary search keywords
is not excessive. For example, if a term occurs five times in a 200-word
piece, the density is 2.5 percent. Although there is no perfect keyword
density, 3–4% is recommended practice for SEO.

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KEYWORD PROXIMITY

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PROS AND CONS OF THE SHORT- AND LONG-TAIL KEYWORDS:

1. Short-Tail Keywords
• Volume: High – The shorter the keyword is, the higher the search volume.
• Competition: High – Everyone is trying to rank for short-tail keywords.
• Focus: Low – The search isn’t targeted, meaning users could be looking for a wide range of
answers.
1. Long-Tail Keywords
• Volume: Low – They cater to very specific searches.
• Competition: Low – The search is going to be geared toward whatever it is you are selling.
• Focus: High – You’re a lot more likely to have the customers you are looking for looking for you!
• Conversion rate: High – Because you’re providing exactly what a user is looking for, they’re
much more likely to convert.

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Keyword Research
WHAT IS KEYWORD RESEARCH? WHY IS KEYWORD RESEARCH
IMPORTANT?

• Keyword research is the process of finding and analyzing search terms that
people enter into search engines with the goal of using that data for a
specific purpose, often for search engine optimization (SEO) or general
marketing. Keyword research can uncover queries to target, the popularity
of these queries, their ranking difficulty, and more.

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WHAT IS KEYWORD RESEARCH? WHY IS KEYWORD RESEARCH
IMPORTANT?
Keyword research provides valuable insight into the queries that your target audience is actually searching on
Google. The insight that you can get into these actual search terms can help inform content strategy as well
as your larger marketing strategy.

People use keywords to find solutions when conducting research online. So if your content is successful in
getting in front of our audience as they conduct searches, you stand to gain more traffic. Therefore, you
should be targeting those searches.

In addition, in the inbound methodology, we don't create content around what we want to tell people; we
should be creating content around what people want to discover. In other words, our audience is coming to
us.

This all starts with keyword research.

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KEYWORD RESEARCH AND ANALYSIS

• Keywords form the foundation of SEO and play an important role in

optimization.
• Keywords can be a single word or phrase.
• A long phrase search reflects better targetingand increased search traffic
to the web site.
• Single word keywords are difficult to search.
• Longer keywords help in better targeting.

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WHAT ARE BACKLINKS?

• When a website links to another, a backlink is established. In other words,

Backlinks to your website are essentially a signal to search engines that
people endorse your content.

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KEYWORD SEARCH IN GOOGLE

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KEYWORD RESEARCH AND ANALYSIS

• The core of any SEO strategy is the research on keywords.

• More targeted and related keywords used on the web pages increase the
possibilities of getting more visitors.
• An SEO consultant must research the keywords that clearly represent the
services, products, or information provided by the web site.

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USING LONG TAIL OF SEARCH

• While popular search keywords form less than 30% of the web search, 70%
of search keywords are unique and this refers to the long tail keywords
• These unique keywords are searched for only a few times in a day.
• Long tail keywords convert better and often points to visitors who are
eager to buy

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Keyword Research
Tools
KEYWORD RESEARCH TOOLS

• Semrush

• Ubersuggest

• Google Search Console

• Ahrefs Keywords Explorer

• Google Keyword Planner

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On-Page Optimization
ON-PAGE OPTIMIZATION

• On page optimization (AKA on-page SEO) refers to all measures that can
be taken directly within the website in order to improve its position in the
search rankings.

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EXPLAIN CANONICAL TAG ? WHY IS IT IMPORTANT FOR SEARCH
ENGINE OPTIMIZATION.
A canonical tag (aka "rel canonical") is a way of telling search engines that a specific URL represents
the master copy of a page. Using the canonical tag prevents problems caused by identical or "duplicate"
content appearing on multiple URLs. Practically speaking, the canonical tag tells search engines which
version of a URL you want to appear in search results.

Duplicate content is a complicated subject, but when search engines crawl many URLs with identical (or
very similar) content, it can cause a number of SEO problems. First, if search crawlers have to wade
through too much duplicate content, they may miss some of your unique content. Second, large-scale
duplication may dilute your ranking ability. Finally, even if your content does rank, search engines may
pick the wrong URL as the "original." Using canonicalization helps you control your duplicate content.

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WHAT ARE ANCHOR TEXTS ? WHAT ROLE DOES ANCHOR TEXT
HAVE IN SEO.
The accessible text in a hyperlink is called anchor text. Anchor texts assist users in
understanding the purpose of the page. If keywords are used, it also has SEO value. However,
if you are too optimized, Google may penalize you.

Natural anchor text is vital, as is variety, such as branded, long tail, picture links, partial and
precise matches. Search engines utilize anchor text to determine the page's context to which
it is connected. This has some SEO significance in determining what the site is about for
search engines.

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What does optimize
images mean?
WHAT DOES OPTIMIZE IMAGES MEAN?

• An image optimizer is a service, product, or library that makes image files

smaller. Typically, an image optimizer will reduce the file size of an image
by compressing and resizing it, ideally without compromising the quality of
the image too much.

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WHAT DOES OPTIMIZE IMAGES MEAN?

• Images are the fundamental components included while designing the web
pages.
• An SEO consultant should take efforts to optimize them based on their
usage on the page.
• The element used to display image on the page is <img> tag.
• The <img> tag contains the attributes such as file name, display size of the
image, and the alternative text

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HOW TO OPTIMIZE IMAGES FOR THE WEB:
• Name your images descriptively and in plain language.
• Optimize your alt attributes carefully.
• Choose your image dimensions and product angles wisely.
• Reduce the file size of your images without loosing quality.
• Choose the right file type.
• Optimize your thumbnails.
• Use image sitemaps.
• Beware of decorative images.
• Use caution when using content delivery networks (CDNs).
• Test your images.

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GUIDELINES FOR USING THE IMAGE ON THE WEB PAGE
• Path of the image : An SEO consultant should consolidate all the images in
single directory, instead of storing them in multiple directories.
• Descriptive Names : Use short and explanatory text for file name and alt
attributes of the image.
• Alt text for images: An SEO consultant should mention text for alt attributes of
an image used as link.
• Filename with keywords: Ensure that the file names used for images include
SEO keywords. In addition, only recommended file formats must be used.
• File size of images: Ensure that the file sizes of images is a minimal as
possible.

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Quality content?
QUALITY CONTENT?

• That is the million-dollar question. Because knowing how to write quality

content helps you get more visitors, lower bounce rates, and higher
conversions. But who determines the quality of your content? The easy
answer is: your users. Which also makes creating the right content
somewhat more difficult. Because every user is different. Every user has a
different search intent. And every user knows what they want but
unfortunately, you might not. Not exactly, anyway.

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QUALITY CONTENT?

• Write for your readers, not for yourself

• Think about search intent and your goal

• Be trustworthy

• Keep your content up to date

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Importance of ux
IMPORTANCE OF UX

• To put it simply, UX is important because it tries to fulfill the user's needs.

It aims to provide positive experiences that keep users loyal to the product
or brand. Additionally, a meaningful user experience allows you to define
customer journeys on your website that are most conducive to business
success.

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