keyword-research-basics-you-need-to-know

Keyword Research Basics You Need To Know

A critical component of search engine optimization (SEO) is keyword research and should be taken seriously and judiciously. 

When done correctly, keyword research can hold the key to your real estate website’s success as it brings in your much-needed site traffic.

It is crucial, though, that you need to understand how it fits into SEO and why they need to do proper research to make the most out of it.

What’s in a keyword?

Keywords are basically the bridge that links the search engine to your website, determining what type of content containing those keywords and phrases is presented through the search query results.

The search engine combs through its massive database by using, among others, relevant topics, terms, and tags for every data set to generate rapid search results.

With the right keywords used for your website content, you have a greater chance of your website content appearing on the search engine results page (SERP).

But wait

While focusing on keywords is one of SEO’s basics, there are hundreds of options with keywords on top of the technical workings of search query algorithms that trigger the results. 

So, how should you go about it? Start with keyword research.

While search algorithms are regularly updated, and newer ones may affect search query results, keyword research is a fundamental action in SEO.

For instance, you can research keywords with high search volume and use it to increase your chances of ranking in search results and find yourself in the lower end of the competition and not battle larger companies scrambling for the same keywords.

Tips on how to take advantage of keyword optimisation

Gone are the days when you think keyword optimisation works by stuffing trending keywords in your content or blog article – the more keywords in your writing, the greater the chances of it ranking in the search results.

Well, that used to be the case years back, but not anymore.

Currently, keyword usage means it needs to be incorporated into the article as naturally as possible. There are important places within the content to make sure that it gets noticed.

Beginning of the title tag- this means that your keyword is placed inside your title tag.

Meta description – this is the concise HTML-based description that summarises your readers’ content that shows up on the search results.

The first 50 to 100 words in your content material.

On a more technical note, other areas where you can also optimise keywords are on your image alt tags, website URL, one of the subheadings, and throughout your article at least two to three instances depending on wordcount. 

Do note that these keywords need to be distributed evenly throughout your content and must present themselves naturally throughout your article without it being forced into the flow of thought.

Keyword types

You need to be aware of the common keyword types, and each class can be used to determine what type of readers value most from it.

Short-tail or generic keywords

These are valuable when you want to isolate a specific topic without going through more information details. Examples of short-tail keywords are shoes, phones, books, vacuum cleaners, etc.

While it may help you with a specific topic, generic keywords have a great deal of competition without search intent, and conversions are generally low without any guarantee that you can even appear on the first few pages of the search results.

Broad keywords

These are the more promising keyword types that can provide your website with good traffic and less competition.

Broad keywords have a more specific intent, but results generally provide only a more approximate idea of the search intent—for example, wet and dry vacuum cleaner, casual shoes, two-door refrigerators, etc.

Brand keywords

A targeted keyword type works more to identify the available product and its associated brand. 

Brand keywords are the more specific keyword entries when limiting search results related to the brand and the particular type. For instance, “Sony digital recorders” would narrow down your search queries aimed at results for digital recorders of the Sony brand. The same keyword type applies to “Melbourne nursing homes,” that narrows down your search results to nursing homes within the Melbourne location.

Exact keywords

The keyword type with the highest amount of competition, exact keywords specifically target what searchers want and are looking to find online.

While exact keywords are ideal for optimization due to their high search volume and conversion, the downside is that these exact keywords can be costly. 

Long-tail keywords

When looking for alternatives, long-tail keywords can be good options to focus on for your optimisation strategy. 

These generally have lower search volume and less competition but have a potentially high conversion.

Tyre-kicker

This type of keyword is usually used when readers don’t exactly have the desired result other than a general entry out of the search query. This is generally characterised by keywords that are accompanied by terms that indicate the user does not expect to spend money on. 

For instance, “free to use vacant property”, “vacuum cleaner swap”, “free book download”, etc.

Buyer keywords

The opposite of tyre-kickers, buyer keywords are used when users have the intention of paying for something in return, such as “Adidas shoe discount,” “free shipping coupons,” “computer discount,” etc.

You can benefit from your keyword research by understanding the importance and uses of the following keyword types to help your real estate website get the online traction it deserves. 

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