How to Choose the Best SEO Keywords for Your Online Project

In the world of SEO, keyword research is a fundamental part of any successful digital strategy. Choosing the right keywords can make the difference between appearing in the top 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 user search intent.

In addition, we will provide detailed tutorials on how to use Google and Bing keyword planners, two of the most popular and effective tools to find 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 a search engine’s search box. For example, if you want to know how to make apple pie, you’ll likely type something like “apple pie recipe” or “how to make homemade apple pie.”

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

Although most 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 effectively position yourself 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 content is 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 user experience.
• The external links , that is, how the website links to other relevant and quality sources of information.
• The URLs , that is, how page addresses are named, must be clear, descriptive and friendly to the user and search engines.
• The sitemaps , i.e. how the structure and content of the website is reported to search engines using XML or HTML files.

Tutorial: Google Ads Keyword Planner

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

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

To use the Google Ads Keyword Planner, you must follow these steps:

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Step 1: Create a Google Ads Account

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

Please note that you do not 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, go to the Keyword Planner. You will 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 Annotate 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 suitable 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 view at the top right of the screen.

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

Once you've selected the keywords you want, you can download them in CSV format or copy them to your 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 overlook Bing, especially with the integration of ChatGPT, a tool that allows you to chat with Bing 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 the Bing Keyword Planner, you need to follow these steps:

Step 1: Create a Microsoft Advertising Account

To access the Bing Keyword Planner, you need to have a Microsoft Advertising account. You can easily create one using your Outlook, Hotmail, or Gmail email. Just like with 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 the Bing Keyword Planner

Once you have your Microsoft Advertising account, go to the Keyword Planner. You will 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, URL, or category. The second allows you to see monthly search volume and trends for a list of keywords you already have. The third allows you to combine multiple keyword lists 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.” Then, 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 keyword suggestion list, you can see the monthly search volume, competition, and suggested cost per click for each keyword.

This data will help you compare Bing keywords to 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 icon next to each one. You will see that they are added to a plan that you can view at the top right of the screen.

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

It is important to review the selected keywords and group them by themes or categories. This way, you will be able to 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. You could then create a page or section dedicated to this topic, which would answer users’ questions 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 a user searches for “how to make apple pie,” their intention is to learn how to make that dessert. If a user searches for “apple pie near me,” their intention is to find a place to buy or eat 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 section of a web page. For example, “Facebook,” “YouTube,” or “Amazon Books.”
• Transactional : The user wants to perform an action or make a purchase on a website. 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”, “vacuum cleaner reviews” or “travel deals”.

If a user finds direct answers in search results, they are less likely to click through to your site. Tailoring your content to meet those intentions is key to long-term SEO success. To do this, you need to keep the following aspects in mind:

• Format : Depending on the search intent, the user may prefer one format or another to consume the information. For example, if the user searches for “how to make an apple pie,” they may prefer a video or an 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.
• Content : Content should be relevant, useful and of high quality to the user. It should answer their query clearly, accurately and completely. It should also include the right keywords, which match the user's search intent and language. It should also take into account other factors such as the length, structure, tone and style of the text.
• Optimization : 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 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 empowering digital businesses in more than 7 countries and generating more than 1,500 million pesos.