Keywords

What are keywords?
Why are keywords needed?
Types of keywords
What is keyword insertion?
How to find keywords?
How to use keywords correctly?

What are keywords?

Keywords are individual words or phrases that describe the topic of a text or website. These terms, known as "keywords" in English, play an important role in search engine algorithms. They help search engines find and display web pages that match user queries. When a search query is entered, the search engine returns snippets of text from the site containing keywords, allowing users to find the information they need.

Why are keywords needed?

When users formulate their search queries, they use keywords related to the topic, such as "buy a vacuum cleaner" or "create a landing page." The search engine must provide those sites that can help users solve their problem. To do this, search bots analyze the content of sites by examining keywords and selecting those resources that most closely match the query.

To facilitate the work of search engines, SEO specialists add specific keywords to the content and metadata of the site. This allows bots to understand what the page is about and what its overall theme is. Optimizing content for keywords (SEO) is a key tool for promoting various products and services. The correct choice of keywords ensures that the site will be shown to those users who are interested in the topic and may become potential customers.

Types of keywords

Keywords in SEO can be classified by frequency, which reflects the number of user queries per month using a certain word or phrase. The main types of keywords include:

High-frequency (HF): General words or short phrases that are difficult to specify. Examples include "gymnastics," "repair." They have high competition, and getting into the top for these queries is challenging.
Medium-frequency (MF): Keywords that clearly reflect the user's intent. Example - "Samsung smartphone under 50,000." Competition varies depending on the topic.
Low-frequency (LF): Narrowly focused phrases consisting of 5-9 words, such as "app for teaching English to a 5-year-old child." Although they are less competitive, users coming from such queries are often more interested in the topic.

It should be noted that the frequency of queries can vary significantly depending on the topic and business niche. For example, the query "buy pointe shoes" has 3,509 impressions per month and can be considered a high-frequency keyword in a specific niche.

What is keyword insertion?

In SEO, keyword insertion means embedding a keyword phrase into the text. It should fully or partially match user search queries. It is important to consider the context: the keyword phrase should be relevant to the content of the text. Search bots evaluate how naturally the keyword fits, and if it does not correspond to the topic, the resource is unlikely to be shown for that query.

It is also important to consider the density of keyword phrases, which indicates how often keywords are used in the text. Excessive use of keywords can lead to a decrease in the page's ranking in the search results. Optimal density is between 1.5% and 3%. Keywords should be used in headers, meta tags, and descriptions to ensure the text appears natural and avoids keyword stuffing.

How to find keywords?

To select keywords, you first need to compile a list of basic queries. Here are some steps that can help in this process:

Brainstorming: Think about the queries users use to search for your site or products.
Gathering thematic words: Create a list of phrases that describe your site, product, or service.
Competitor analysis: Find out what queries your competitors are ranking for using SEO analytics.
Relevance checking: Use tools to determine query frequency and find synonyms.

For manual keyword selection, you can use services like "Yandex.Wordstat," Google Trends, and Google Ads. To automate the selection process, it is recommended to use specialized services such as Serpstat or SEMrush.

How to use keywords correctly?

When using keyword phrases, it is important to remember that content is created for people, not just for search engines. To achieve the best results, keywords should appear naturally in the text and not interfere with its perception. Here are some basic recommendations:

Add keywords to H1 and H2 headers.
Use keywords in meta tags.
Distribute keywords according to a grid: the most important ones at the top, others in descending order of significance.
Monitor the density of keyword phrases and avoid keyword stuffing.
Ensure natural use of keywords in context.