Keyword Research: Prioritize Topic over Volume and Competition

Choosing the right keywords is crucial for SEO. Many focus on high search volume or low competition, but a more effective strategy centers on topic and user intent.

What matters most in keyword research? Should I target keywords with a monthly search volume of 500? Should I prioritize low or high competition keywords?

The simple answer: Focus on solving the user's need based on their search intent, not just the keyword itself.

Understanding User Intent

High search volume doesn't guarantee your target audience. Consider the word "bark." It could refer to a tree's bark or a dog's bark. Each search has different user intents.

Someone searching for "bark on a tree" might be researching tree health, age, or species. Someone searching for "dog bark" might be concerned about their dog's health, training, or specific breeds.

Understanding these nuances is key to effective keyword research.

Optimize for the Solution and Topic

Instead of keyword stuffing, optimize for the overarching topic. Address the user's needs with a series of pages covering various aspects of the topic.

  • For product-related keywords, incorporate user questions and solutions into product or category pages, including FAQs.
  • For keywords with both informational and transactional intent (e.g., "microneedling"), create diverse content types catering to different stages of the customer journey:
    • Before-and-after photos showcasing results by skin type and age.
    • Blog posts and guides explaining the process and alternatives.
    • Comparisons with similar procedures.
    • A dedicated conversion page for bookings or purchases.

By creating comprehensive guides, your website becomes a valuable resource for the topic and ranks for relevant phrases.

High Search Volume Keywords

While high search volume keywords are tempting, focus on related keywords within the same topic. Group these keywords and create content that educates users, enabling informed decisions.

Don't fixate on individual keyword volumes. Instead, aim to build the ultimate resource for the topic. This approach can attract significantly more traffic and prevent keyword cannibalization.

Competition Scores Are Irrelevant

Competition scores from SEO tools are not used by search engines. Search engines prioritize providing accurate, easily digestible information quickly. Focus on creating high-quality content that meets user needs, regardless of competition.

Even in competitive niches, creating valuable content can attract backlinks from authoritative sites, boosting your website's authority.

Consider Long-Tail Keywords

Don't overlook long-tail keywords. These longer, more specific phrases often reveal valuable user questions and contribute to a more comprehensive understanding of the topic.

By addressing these questions, you provide complete solutions and increase user engagement and conversions.

Ultimately, prioritize user benefit and topic relevance. Use keywords and search volumes to set traffic goals, but don't be discouraged by low or zero search volume. Focus on providing valuable content that meets user needs, and you'll see SEO success.

More Resources: