what are keywords and how to choose them 11 seo co with timestamps YoutubeScribe.com

[0:00] Hey, it's Sam Oh and welcome to the first
module which is on keyword research.
[0:04] In this first lesson, we're going to talk
about what keywords are and how to
[0:08] choose them using a simple
4-point checklist.
[0:11] Let's get started.
[0:12] So what are keywords in the context of SEO?
[0:15] They're simply just words and phrases that
people type into search engines to find what
[0:19] they're looking for.
[0:21] For example, if you were shopping for
running shoes, you might search for
[0:24] keywords like "men's running shoes"
or simply just "running shoes."
[0:28] Now, keywords are actually super-important
in SEO because it sets the entire foundation
[0:34] for search engine optimization.
[0:36] The basic goal of SEO is to rank your pages
for keywords that your target audience or
[0:41] customers are searching for.
[0:43] And if you're not ranking for keywords that
actually get searched, then your SEO efforts
[0:47] are kind of meaningless.
[0:49] For example, we rank #1 for
the query "SEO checklist."
[0:53] And this keyword is responsible for driving
around 1,500 monthly visitors from Google.
[0:58] And that's just in the US.
[1:00] So keyword research is the process
of finding keywords that people are
[1:04] inputting into search engines.
[1:06] And we'll get into this process in
the upcoming lessons.
[1:09] So how do you actually choose keywords
that are worth targeting?
[1:12] Let's run through a checklist that should
help you choose keywords effectively.
[1:16] The first thing to check is if your
keyword has search demand.
[1:20] Search demand represents the volume of
monthly searches made for a keyword.
[1:24] And this is measurable with a keyword
metric that we call "search volume."
[1:28] You can find the search volume for a keyword
by using a keyword research tool like Ahrefs
[1:32] Keywords Explorer.
[1:34] For example, the query "km to miles" gets
searched around 478,000 times per month
[1:40] in the US alone.
[1:42] But as you can see here in Ahrefs' Keywords
Explorer, 80% of searches go without a click
[1:47] to a page.
[1:48] And that's because Google has a handy
calculator right here that'll solve
[1:52] the searcher's problem.
[1:54] So search volume alone can actually
be a bit misleading.
[1:57] Which is why it's worth looking at the
second checkpoint which is to check
[2:00] the traffic potential of the topic.
[2:03] Traffic potential represents the total search
traffic you could get if you were to rank at
[2:07] the top of Google for your keyword.
[2:10] Let's look at the stats for our SEO
checklist page in Ahrefs' Site Explorer.
[2:14] So again, we rank #1 for the query "seo
checklist," and it sends us approximately
[2:19] 1,500 monthly search visits from the US.
[2:23] But if we look at the total global organic
traffic to the page, you'll see that we get
[2:27] approximately 3,000 monthly visits
from Google every single month.
[2:32] And that's because this page ranks
for over 200 keywords!
[2:36] And this page isn't an outlier.
[2:38] In our study of 3 million keywords, we found
that on average, the top-ranking page ranks
[2:43] for nearly a thousand other keywords
in the top 10.
[2:47] So while you may be optimizing your pages
for a main keyword, your page will likely rank
[2:52] for hundreds or even thousands of
other relevant keywords.
[2:56] And because of that, the monthly search
traffic potential of the topic "SEO checklist"
[3:01] is actually higher than its monthly
search volume.
[3:04] This is what makes traffic potential a much
more reliable metric than search volume.
[3:09] And the way you determine traffic
potential is by looking at how much
[3:12] traffic the top-ranking pages are getting.
[3:15] For example, if we go to Ahrefs' Keywords
Explorer and search for "submit website to
[3:19] search engines," you'll see that it has a search
volume of 1,100 monthly searches in the US.
[3:26] Now, if I scroll to the bottom of the page
you'll see a SERP overview, which shows
[3:30] you the top 10 ranking pages
for that keyword.
[3:33] And SERP just stands for "search
engine results page."
[3:37] And as you can see, our page gets an estimated
5,300 monthly search visits from the US alone.
[3:44] And we rank for over 1,300 keywords making
traffic potential of this keyword higher than its
[3:50] search volume!
[3:51] Now, it doesn't always work out this way.
[3:54] For example, the query "keyword cannibalization"
has a search volume of 150 monthly searches.
[4:00] But the traffic potential is well under 100.
[4:04] So it becomes more of a business decision
whether you want to tackle the topic or not.
[4:08] Now, choosing keywords based on
metrics alone is not a good idea.
[4:12] Which is why the rest of the checkpoints
are meant to ground you.
[4:16] The next point on our checklist is to assess
the business potential of the keyword or topic.
[4:21] Business potential simply represents
the value a keyword has to your business.
[4:26] And "value" really comes down to your
niche as well as your business model.
[4:30] So an easy way to do this is by
assigning scores between 1-3
[4:34] to keywords you're researching.
[4:36] The higher the number, the more
important the topic is to your business.
[4:40] So let's say you have a site about golf.
[4:42] And the way you make money is
by selling used golf clubs.
[4:46] Bringing this back to business potential,
that means topics where you can organically
[4:50] recommend products to visitors would
hold the highest business value.
[4:54] For example, people searching for something
like "buy used golf clubs" are likely ready to
[4:59] make a purchase here and now.
[5:02] So in my books, this would have
a business value of 3.
[5:06] Now, a keyword like "best golf clubs"
would also be relevant to your site.
[5:10] People are likely ready to make a purchase
soon but just don't know which clubs to buy.
[5:15] But it's actually quite easy to
plug your products.
[5:18] Because for the golf clubs you recommend,
you can easily link back to your product pages
[5:23] leading visitors closer to making a purchase.
[5:25] So I'd give this a business value of 2.
[5:28] Now, a keyword like "what is a handicap in
golf" would be really tough to organically
[5:33] recommend your products.
[5:34] But nevertheless, it's a way to
attract relevant traffic to your site.
[5:39] So I'd give this a business value of 1.
[5:41] So these would hold the lowest priority.
[5:43] And anything that has a score of 0 is probably
worth ignoring because it's not going to impact
[5:48] your bottom line.
[5:49] So something like "happy gilmore review"
would have a business value of 0 because
[5:54] it has nothing to do with your business
other than the fact that it's a fantastic
[5:59] movie about golf.
[6:00] Alright, the next point on this checklist
is to see if you can match searcher intent.
[6:04] This is a concept that we covered in
the first lesson of this course, but it's
[6:08] something that I'm going to keep talking
about because it's super-important.
[6:12] So again, search intent represents
the reason behind a searcher's query.
[6:16] And the way we determine that is by looking
at the top-ranking pages for the keyword we
[6:21] want to rank for.
[6:22] For example, let's say you have a recipes
blog and you wanted to rank for "toaster oven."
[6:27] Looking at the top-ranking pages, you'll see
that almost all of the pages are eCommerce
[6:32] category pages.
[6:34] This tells us that the intent of the searcher
is likely to buy or at least to shop around
[6:39] for different toaster ovens.
[6:41] So unless you can actually satisfy the intent
of the searcher, it's unlikely that you'll be
[6:45] able to rank high for this query.
[6:48] And we'll dig deeper into search
intent in the next lesson.
[6:50] The final point on this checklist is to
determine whether you can rank for
[6:54] your keyword.
[6:55] Search volume, traffic potential, and business
potential mean absolutely nothing if you can't
[7:01] rank for your keyword in
the not so distant future.
[7:04] And understanding the level of difficulty
to rank for a given keyword takes a bit of
[7:08] analysis and practice.
[7:10] This is why I've created an entire lesson
on assessing ranking difficulty because
[7:15] mastering this process will help you
get predictable results in SEO.
[7:19] So I'll save that for a later lesson.
[7:21] Now, actually choosing keywords comes
down to finding a balance in this checklist.
[7:25] You have to ask yourself does the topic
drive enough traffic and have business
[7:30] value to make it worth the effort?
[7:32] And this is the question you should ask
yourself before you create pages with
[7:36] the intent to rank in search.
[7:38] And these 5 points in the checklist are exactly
what we're going to dive deeper into throughout
[7:43] the rest of this module.
[7:45] Tomorrow, we'll be publishing the next
video in this course on searcher intent.
[7:49] So make sure to subscribe so you don't
miss that and if you're watching this video
[7:52] at a later date, then check the description
because we'll have a link to the entire
[7:56] course there.
[7:57] See you in the next lesson.

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