How to Choose the Best SEO Keywords for Your Online Project

In the world of SEO, keyword research is a fundamental piece for the success of any digital strategy. Choosing the right words can make the difference between appearing at the top of search results or being relegated to oblivion.

In this article, we will explore what an SEO keyword is, the importance of web architecture, and how it relates to users' search intent.

Additionally, we will provide detailed tutorials on how to use Google and Bing keyword planners, two of the most popular and effective tools for finding the best options for your project.

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What is an SEO Keyword?

An SEO keyword is the text that users enter into the search box of a search engine. For example, if you want to know how to make apple pie, you'll probably type something like "apple pie recipe" or "how to make homemade apple pie."

These are SEO keywords, since they reflect what the user wants to find.

Although the majority of users in Spain use Google, it is crucial to remember that in other countries they may prefer different search engines such as YouTube, owned by Google, Yandex in Russia or Baidu in China.

Adapting to these variations is essential to position yourself effectively in international markets.

The Importance of SEO Web Architecture

Web architecture, also known as information architecture, refers to the organization and structuring of information in online projects.

Before installing any CMS, such as WordPress, it is advisable to create the web architecture, as it facilitates subsequent SEO optimization work.

Web architecture is not only essential for SEO projects, but it also facilitates content planning, the selection of hashtags on social networks and the organization of campaigns on platforms such as Google Ads. A good web architecture must take into account the following aspects:

• The hierarchy of the pages, that is, how they relate to each other and how the contents are distributed.
• The navigation , that is, how the user can access the different sections and pages of the website.
• The internal links , that is, how pages are connected to each other through hyperlinks that facilitate the flow of information and the user experience.
• The external links , that is, how the website is linked to other relevant and quality sources of information.
• The URLs , that is, how the addresses of the pages are named, which must be clear, descriptive and friendly for the user and search engines.
• The sitemaps , that is, how search engines are informed of the structure and content of the website using XML or HTML files.

Tutorial: Google Ads Keyword Planner

The Google Ads Keyword Planner is one of the most used and complete tools to find the best SEO keywords for your project. It allows you to obtain keyword ideas, know the monthly search volume, the competition and the cost per click of each of them.

In addition, it offers you the possibility of creating lists of keywords and exporting them to other formats.

To use the Google Ads keyword planner, you must follow the following steps:

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Step 1: Create a Google Ads Account

Before we dive into keyword research, it's crucial to have a Google Ads account. You can follow the full tutorial in the video to set up your account correctly.

Remember that you don't need to create any campaigns or enter any payment methods, you just need to access the keyword planner tool.

Step 2: Use the Keyword Planner

Once you have your Google Ads account, access the Keyword Planner. You'll see that there are two main options: “Discover new keywords” and “Get keyword metrics and insights.”

The first allows you to enter a keyword, URL or category and get related ideas. The second allows you to analyze the performance of a list of keywords you already have.

In this case, we are going to use the first option. Enter a keyword that describes your project, for example, “SEO”. Next, select the relevant country, in this case, Mexico.

You can also explore global results or results specific to other regions or languages. Click “Get Results” and you'll see a list of keyword ideas related to your term.

Step 3: Select and Note Keywords

In the list of keyword ideas, you can see the monthly search volume, competition, and cost per click for each keyword. This data will help you choose the most appropriate keywords for your project, taking into account relevance, demand and difficulty.

To select the keywords you are interested in, simply click on the star icon next to each one. You will see that they are added to a plan that you can see at the top right of the screen.

There you can see the summary of the selected keywords, the estimated number of clicks and impressions, the cost and the click rate.

Once you have selected the keywords you want, you can download them in CSV format or copy them to the clipboard. You can also use tools like dedicated documents to annotate and organize your findings.

Tutorial: Bing Keyword Planner

Although Google is predominant, we cannot ignore Bing, especially with the integration of ChatGPT, a tool that allows you to chat with Bing in chat mode and get personalized and creative responses.

Bing also has its own keyword planner, which gives you suggestions and data similar to Google Ads, but based on searches performed on Bing.

To use Bing Keyword Planner, you must follow these steps:

Step 1: Create a Microsoft Advertising Account

To access Bing Keyword Planner, you need to have a Microsoft Advertising account. You can easily create one with your Outlook, Hotmail or Gmail email. Just like Google Ads, you don't need to create any campaigns or enter any payment methods, you just need to access the keyword planner tool.

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Step 2: Explore Bing Keyword Planner

Once you have your Microsoft Advertising account, access the Keyword Planner. You'll see that there are three main options: “Find new keywords using a phrase, website, or category,” “Get search volume and trends,” and “Multiply keyword lists to get new ideas.”

The first allows you to get keyword ideas related to your term, your URL or your category. The second allows you to know the monthly search volume and trends of a list of keywords that you already have. The third allows you to combine several lists of keywords to generate new ideas.

In this case, we are going to use the first option. Enter a keyword that describes your project, for example, “SEO”. Next, select the relevant location, in this case Mexico.

You can also explore global results or results specific to other regions or languages. Click “Get Ideas” and you'll see a list of keyword suggestions related to your term.

Step 3: Compare and Complement Keywords

In the list of keyword suggestions, you can see the monthly search volume, competition, and suggested cost per click for each keyword.

This data will help you compare Bing keywords with Google Ads keywords and supplement your list with new options you may not have considered.

To select the keywords you are interested in, simply click on the plus sign icon next to each one. You will see that they are added to a plan that you can see at the top right of the screen.

There you can see the summary of the selected keywords, the estimated number of clicks and impressions, the cost and the click rate.

It is important that you review the selected keywords and group them by themes or categories. This way, you can create a coherent and SEO-optimized web architecture.

For example, you could create a category called “What is SEO” and group keywords related to the definition, types, and benefits of SEO. Thus, you could create a page or section dedicated to this topic, which responds to users' doubts and interests.

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Understanding User Intent in SEO

Understanding search intent is crucial in any digital marketing strategy. Search intent refers to what the user wants to achieve when performing a search on a search engine.

For example, if the user searches for “how to make an apple pie”, their intention is to learn how to make that dessert. If the user searches for “apple pie near me”, their intention is to find an establishment where they can buy or consume that dessert.

There are different types of search intent, which can be classified into four main categories:

• Informative : The user wants to obtain information about a topic, a question or a curiosity. For example, “what is SEO”, “how does an electric car work” or “what is the capital of Australia”.
• Navigational : The user wants to access a specific web page or a section of a web page. For example, “Facebook”, “YouTube” or “Amazon books”.
• Transactional : The user wants to perform an action or purchase on a web page. For example, “buy shoes online”, “book a hotel in Paris” or “download free music”.
• Commercial : The user wants to compare different options or products before making a purchase. For example, “best mobile phones 2023”, “opinions on vacuum cleaners” or “travel offers”.

If a user finds direct answers in search results, they are less likely to click on your site. Adapting your content to meet those intentions is key to long-term SEO success. To do this, you must take into account the following aspects:

• The format : Depending on the search intention, the user may prefer one format or another to consume the information. For example, if the user searches for “how to make apple pie,” they may prefer a video or infographic that shows them step by step. If the user searches for “apple pie near me,” they may prefer a map or a list of establishments with their contact information.
• The content : The content must be relevant, useful and of quality for the user. You must respond to your inquiry clearly, accurately and completely. Additionally, you must include the right keywords that match the user's search intent and language. You should also take into account other factors such as the length, structure, tone and style of the text.
• Optimization : The content must be optimized for search engines, following good SEO practices. This involves using HTML tags, meta tags, internal and external links, images, videos and other elements that improve the user experience and the indexing of the website. It also involves taking into account aspects such as loading speed, security, adaptability to different devices and accessibility.

Written by Moises Hamui Abadi : I am an entrepreneur, founding partner of Viceversa and SoyMacho. After leading several digital businesses and advising several other businesses; I decided to form MHA Consulting, a digital marketing consultancy dedicated to growing and enhancing digital businesses in more than 7 countries and generating more than 1,500 million pesos.