Keyword research is still a fundamental part of any digital marketing campaign. Whether you want to optimize the metadata of a website, make content for your page or search for sites with which you can create a relationship and get links (digital public relations), it is necessary to have a previous keyword research. Google follows and will continue to take into account the content of your page and the links and links that are pointing towards it.
We know the keyword research is fundamental, but do you have any way to categorize your keyword list? Well in this post I will share some of the classification methods I use to have a better approach to this process and to better organize your list of keywords.
Main, secondary and long tail terms
This way of categorizing keywords is simple and easy to understand. This can be used for any type of company, since it is more focused on SEO optimization and not on a content strategy.
Are the keywords that are directly related to the website, product or service, these words are handled as the main ones since thinking of the intention of the search engine you know that these words are what someone would use to find the site on which you are working. They are characterized by being short, they consist mostly of two words, example: “fast loans”, and tend to have a high volume of searches, but also a high competition.
These keywords are those that are not directly related to the product or service, but can be words that refer to some complement of the product or service, or words composed of a main term plus an example modifier:
- Wooden toy (Main term)
- Cheap wooden toy (secondary term)
Long tail terms
The words longtail are distinguished by being long words, composed of 4 words or more. These are indispensable since they are usually composed of a main term and “informative” words (how, what, why, etc.). They do not have many searches but the level of competition is low. If you are working on the optimization of a site with low PR or low DA, these words are very useful for you. If you start from below you will gradually occupy positions within the SERPS of Google.
Main content, secondary content, longtail and social SEO
This type of keyword rating is more focused on the content of a website. This form of categorization is suitable for any content strategy you want to undertake.
The words that are classified as “main content” are words that will be throughout the website, both in metadata and in the onpage content thereof, this means that they are direct words to the service or product that is described in each page of the website. site. These words tend to have many searches and a high level of competition.
This category, as its title says, includes terms that can be used as a second option to optimize the content. These terms may be synonyms of those of the main content but have fewer searches, the words may be related to the product but do not describe it completely.
They are long sentences consisting of 4 or more words, are characterized by having a keyword of the main content plus a modifier as an informative question:
How to make a virtual store
This word has the keyword of the main content, virtual store, more modifiers, this makes it a long tail word which we can use it for SEO purposes, that is, start competing in the Google SERPs and gradually go up in the rankings.
SocialIn this category are the terms that are not directly related to the content of the website but can be used as content topics to share in social networks, this in order to make interesting content for people to share, for example:
How to earn money
This phrase can be used with virtual store, “how to make money” is not a phrase directly related to virtual store but if we join them then they create an idea for a post that can be shared.
Informative, transactional, navigation
This category is defined more by the user’s intention, that is, it is classified by the intention that the search engine has to find something. This type of classification helps a lot to websites that sell some product, e-commerce sites.
It refers more than anything when a person is looking for information about something specific, in this case the most common is to find Wikipedia pages in the search results.The informative words are not necessarily directly related to the product or service of the website, but this type of words are used as an attraction, making content that offers useful information for people and that later reach the website to acquire the product or service. .
The transactional category is perhaps the most important category for e-commerce companies, since these types of words are focused on seeking a purchase of the product or service.
Regularly these words are usually very specific, words with a specific model of the product, for example:
- T-shirts for children
- Omeprazole for horse
- These types of queries are very close to a real purchase.
- This category is highlighted by queries in search of a brand or entity, such as Facebook or BestBuy.
- The people who make this type of consultation, want more information about this entity or brand.
- ToFu, MoFu, BoFu
ToFu, MoFu, BoFu is a way to classify the content marketing of a website. And they are terms used for inbound marketing.tofu, mofu, bofuWhen we talk about ToFu, we talk about creating marketing campaigns, that attract people to the website, directing traffic. In this category fall the words long tail, since they can be more informative and can be used for tutorial videos and guides.
How to set up an online store
MoFu, it’s in the middle of the funnel. In this category are words that are related to the product or service, but people who are using this type of query do not know the product / service of the website that we are going to optimize. We could use keywords with a main term + words that modify the keyword such as:
Examples of online stores, characteristics of ecommerce.
BoFu, is the bottom of the funnel, and basically it’s about people who are going to test your product, or service. This category is included in the main terms such as: online store, sports tennis, specific words that people search for exactly to make a purchase.
These are some categories that I use to classify the keywords I’m working on to optimize a website and I hope that your keyword research can be useful.
You can download the keyword classification format that I use by clicking on the download button.