How to choose the right keywords for your website

Posted by Sébastien Giroux on May 28 2014

Search engine optimization is a very important and simple concept...  yet most companies I know of don't take advantage of it. Often, they think it requires the help of a specialist to do it (which is true if you are trying to rank for a really competitive keyword), or that it requires an enormous amount of time and effort.

However, for most businesses out there (especially local businesses), a little bit of search engine optimization can make a big difference in the number of qualified visitors their site gets.

In this tutorial, we'll show you how to choose the right keywords for your website.

Video transcript

Hi everybody. Today, what I’m going to show you is how to identify concepts for your websites and how to optimize your website for those concepts, so that when Google crawls your website and indexes your pages, your website will come up in the search engine for those concepts. And the idea that you want to do, you want to have one optimized page for each of the concepts and that page is going to be receiving traffic from that particular concept.

So, to identify a concept, I’m going to go into my Google Analytics account, and then I’m going to click on the Acquisition tab, and then the Search Engine Optimization button and the Queries button, and that’s going to show me all the queries that have made my site appear on Google Index. So, I can see that for response in Website Builder, and that particular keyword has appeared, my site has appeared for that particular keyword 1000 time and has sent me about 250 visitors, okay? So, as you can see, I’m pretty well optimized for queries such as Responsive Website Builder. But what I’m going to do is find more queries to optimize my website.

So, first, I’m going to just going to add more rows to this report to get more information. So, I’m going to make it to 500 and then I’m going to go into the advanced search and specify exclusions so that I only get the keywords that I’m looking for. So, I’m going to exclude my own, my own branding from this report. So, that way, anything that has an Ekomobi in it won’t show up. And, then, I’m going to also exclude everything that contains responsive, because, as we saw earlier, I’m well optimized for that. I’m trying to identify key words that does not contain responsive.

And then, what I’m going to do, I’m going to try to find key words that have sent me visitors already, but that I would like to get more visitors. So, I’m going to go with the clicks and make sure that these queries have sent me at least one visitor.

And then, finally, what I’m going to do, I’m going to use a little trick that, one of the thing is, is that, usually people on search engines, they click on the result that’s on the first page. So, if you have, for a particular key word, if you’re on the second page, and you just make it appear in the first page, you will increase your number of visitors dramatically by going to the first page. So, I’m going to look for key words that have sent me at least one visitor so that people do not find their result on the first page, but where my sites is ranking on the second page. I’m going to choose for the average position, something that’s greater than 9. So, that way, it will show me key words, that, where my site appears on the second, on the second one page.

And, finally, I’m going to just choose those key words where I have appear at least 50 times, so that I don’t waste time with key words I’m not being searched for. So, I’m going to apply this to my report. And, immediately I see, that I have an opportunity with concepts that include something like “mobile website software”, “mobile website builder software” and so on. So, as you can see, for those types of queries, I appear on the second page. And there’s quite a lot of visitors, actually. But, what I’m going to try and do is optimize a page and come up on the first page of Google and that should improve the number of visitors on my website dramatically.

So, what I’m going to do, I’m going to use a second tool, which is called Ü That’s going to, I’m going to be able to, to enter the beginning of this query, so, “mobile website” and it’s going to suggest me other queries related to that one. So, I’m going to copy the “mobile website” beginning here, and I’m going to ask the tool to, to suggest more key words for me, since I’m targeting the English language in the USA. So, I’m going to select, I’m going to leave that in right now. I’m going to click the suggest button. So now, what it’s doing, it’s coming out with suggestions for type of keywords that people might be searching for on Google concerning those type of queries. So, “mobile website” is one that I want probably optimized for.

I’m going to add, as well, “mobile website builder”. And choose it here as well. “Mobile website creator”. So, if people are looking for that, I might want to optimize for that. “Website builder”, “builder software”, and I’m going to go through the list and select everything that is pertinent for my website. I may not optimize for all of them, but, in the next step, what I’m going to show you is how to make sure that there is actually being, people actually being, look, are actually searching for those keywords. So, “mobile website editor”. Of course, if you have your own, if you’re doing this for a real website, I highly recommend that you go through the entire list. But, here I’ve added a couple to my Shopping Cart and I’m going to get the list and copy it and then I’m going to enter it into Google AdWords to see the number of visitors that those keywords could be sending me.

So, now that I have a suggestion for keywords, I’m going to copy them, and then I’m going to go into Google AdWords. I’m going to go into the tools section. So, I’m going to click on Tools, Keyword Planner. So, I’m going to wait for it to come back and I’m going to do a Search for new keywords and ad group ideas. And here, what I’m going to do, I’m going to paste the keywords that the previous tool suggested to me. If I’m going to paste the keyword here. Okay, so all the keywords have been pasted. If I had a longer list, I would have pasted everything. Again, I want to make sure my targeting, my language is fine, that my keywords option is fine as well. Okay, if I already have campaigns running, I may want to turn off some of those ideas here. And then, I’m going to click the Get Ideas button and google ad words will suggest keywords for me. Okay. So, now I’m going to click on the Keyword Ideas, and now, what we’re seeing is that we can see the average monthly searchers for each of the terms.

So, you can see now, that, for keywords such as “mobile website builder”, there’s 3600 monthly searches, versus, for creator, there’s only 590. So, since I’m already ranking well for that, I probably want to rank for builder instead of creator, because there’s a lot more monthly searchers concerning that. And, also I, here, have the bonus that if I’m optimized for “mobile website builder software”, I’ll get the traffic for both the software, for the second version and the first version.

Okay. So, that’s how you, you identify your keywords and then in AdWords, that’s how you, you make sure that those keywords actually have visitors and then, what I’m going to show you in the next tutorial, is how to create and optimize webpage to rank for those keywords.

So, if you have any question, I recommend that you send me an e-mail at It’ll be a pleasure to help you optimize your campaign. So, thank you very much. Have a good day. Bye, bye.

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