What Are Three Key Considerations When Evaluating Keywords For Search Engine Optimisation?


When evaluating keywords for search engine optimization (SEO), choosing the right ones to optimize your content and improve your website’s visibility in search engine results is essential. Here are three key considerations when evaluating keywords:

Relevance to Your Content and Audience

The most crucial factor in keyword selection is ensuring that the chosen keywords are highly relevant to your content and target audience. Your keywords should align with your website’s topics, products, or services. Think about the intent behind the keyword and whether it matches the intent of your potential visitors. Avoid using keywords that may attract irrelevant traffic, leading to a high bounce rate and lower conversion rates.

Search Volume and Competition

When choosing keywords, it’s important to consider their search volume and competition. Search volume refers to how often a keyword is searched on search engines during a specific time frame. While keywords with high search volume may seem appealing, they often come with higher competition, making it difficult to achieve a high ranking. On the other hand, low-competition keywords may be easier to rank for but might have lower search volume. A balance between search volume and competition is crucial. Targeting a mix of high, medium, and low-competition keywords can help you optimize your chances of ranking well and attracting relevant traffic.

Keyword Intent and User Behavior

Understanding the intent behind a keyword is crucial for creating content that matches what users are looking for. Keywords can be broadly categorized into three types of intent: informational, navigational, and transactional. Informational keywords are used when users seek information, navigational keywords when looking for a specific website, and transactional keywords when users are ready to purchase or take a specific action. Tailoring your content to the intent behind the chosen keywords will help ensure that you meet the expectations of users landing on your page.

Additionally, consider the user behaviour associated with each keyword. Look into whether the keyword will likely lead to high engagement, conversions, or other desired outcomes. Tools like Google Analytics can help you analyze user behaviour and determine which keywords drive valuable traffic to your site.