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Semantic Keyword Research and Analysis Service Hertfordshire, UK

Keyword Research & Analysis - The importance of semantics, taxonomy and ontology

What is Semantic Keyword Research?

Keyword research (or key phrases) and semantic analysis are a key component in effective search engine optimisation and internet marketing campaigns. Key phrases are the words that come to your customers' minds when they want to search for a product, service or company doing whatever it is your company does. Therefore, the more your website content shows a deep understanding of a specific topic, the more users will benefit and the more search engines will show your content.Keyword Research Analysis Hitchin Hertfordshire

As we're a professional SEO company, you probably found us using certain keywords, maybe terms like 'SEO services' or ‘keyword research' or "website marketing company".

If our website content didn't include semantically-related keyword terms or didn't prove subject-matter expertise on topics, using natural language processing, taxonomy and ontology research, you'd probably have never found us!

Building website pages that provide expertise within a given topic, by choosing topically-relevant keywords, is fundamental to any SEO campaign or online marketing strategy, especially due to Google's recent introduction of RankBrain - a machine-learning artificial intelligence system, that sorts through billions of web pages to show the most topically relevant in their results pages.

Why is keyword research and choosing keywords critical to high search engine rankings?

Search engines, like Google, examine every website page in detail. They look for words within the page copy text and natural language that shows authority and in-depth expertise on a topic.

Web content that reveals an indepth knowledge of a subject are given higher authority that those that don't - and content that doesn't provide any depth at all is often referred to as "thin content". Therefore, choosing the right terms is fundamental to campaign success.

A variety of keywords, that show broad topical authority, should be found within your:

  • Website content
  • Headings (H1, H2, H3 etc)
  • Image ALT text
  • Meta title tags and descriptions
  • Internal links (between your pages)
  • External links (pointing to your website)
  • eCommerce product descriptions
  • Schema.org rich snippets
  • Microformats
  • Menu system
  • Navigational structure and architecture

Keyword inclusion with these on-page and off-page areas will help search engines crawl your content effectively, "pigion-hole" your pages and result in indexation and faster rankings.

Then, when a user enters a specific term or phrase into a search engine, the search engine processes the query (called "query processing") and shows the most relevant pages based on a number of "ranking factors". This is why using the most specific keyword terms within your content is critical. This excellent post on semantic search is worth a read, to understand Google's process, along with Google's How Search Works guide.

Which important keywords terms and phrases should your website's pages be optimised for?

In simple terns, those that will bring you the most targeted visitors to your websites' content. For example: if you're a greengrocer, the term 'cabbages' is a keyword that a potential customer would type into a search engine and if they were looking for a local grocery store, they would likely type in a geographical area too. 

But that's a guess! Our effective keyword strategies do not involve guesswork. We carry out extensive research to determine which important phrases will bring you targeted visitors, whether implicit or explicit, so that users browse it extensively and enquire about your products or services.

Matt Cutts, Google's ex Head of Search, explains why keyword research is important:

How do we identify the right keyword terms?

  • Our industry-leading keyword research and optimisation service involves the combination of several methods of investigation:
  • Brainstorming potential keywords
  • Researching your competitors' keyword strategy
  • Examining your search console's search analytics report
  • Investigating industry-related information

Our process involves a comprehensive 3 stage semantic check, resulting in an extensive recommendation report. Keyword research is an exhaustive process that forms the backbone of any successful search engine optimisation or internet marketing strategyin fact, ranking highly in search engines, being found on the internet and attracting website visitors that are looking for what you offer, depends on it!

To get the ball rolling and to discuss implementing an effective keyword research strategy into your website's content, we'll need to perform a detailed semantic analysis on your existing website. Contact Us today.

 
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Did you know?

Google processes over 40,000 search queries every second and 3.5 billon search queries every day (InternetStatsLive)