10 SEO techniques for choosing the most effective keywords

Best SEO agency optimize 360


1 - Analyse the volume of keywords in your business sector

You need to make the right mix between the "marketing positioning" of your offer and the search terms used by Internet users.

This is THE basis of the SEO strategy you will have to implement for yourself or your client on Google and the main search engines

You need to maintain a clear message and positioning for your products or services, while taking into account the way in which they will be searched for by Internet users on the main search engines.

To do this, use the main SEO tools on the market:

- SEMrush

- Ahrefs

- Keyword Tool

- And so on.

And don't hesitate to build your own tables of SEO keyword clusters vs. supposed semantic competitors.

On Google and other search engines, you will potentially have your "real" competitors as well as your "semantic" competitors.

10 SEO techniques for choosing keywords

2) Observe the KD (Keyword Difficulty) to assess the SEO efforts required

When you embark on an SEO strategy, it is essential to assess the difficulty of the keywords you are targeting.

This is where the concept of Keyword Difficulty (KD), or difficulty with French keywords.

The KD is an indicator that enables you to measure how difficult it will be to position yourself in the search results for a specific keyword.
Observing the KD helps you to assess the SEO efforts you will need to make to achieve a satisfactory ranking.

KD is generally expressed as a numerical score, ranging from 0 to 100.

The higher the score, the greater the difficulty. A KD of 0 indicates that the keyword is extremely easy to rank for, while a KD of 100 means that the competition is fierce and that it will be very difficult to obtain visibility for this keyword.

Several factors influence the KD of a keyword, such as the number of websites targeting this keyword, the quality and authority of these sites, and the relevance of existing content.

It is important to understand that popular and highly searched keywords will often have a high KD, as many competitive websites are looking to rank for these terms.

When evaluating the KD of a keyword, you need to consider several factors.

First of all, take a look at the websites that already rank well for this keyword. Are they authority sites with quality content? Do they have powerful backlinks?
Analysing these factors will give you an idea of the competition you'll face.

Then think about your own website and its credibility in the eyes of the search engines.

If your site is new or has low authority, it will be more difficult to rank for highly competitive keywords. In this case, it may be wise to target more specific and less competitive keywords, which will enable you to rank more quickly and build up authority over time.

In conclusion, observing the KD of keywords is a crucial step in your SEO strategy. It helps you to assess the effort needed to position yourself in the search results.

By taking into account the existing competition, the credibility of your website and your short- and long-term objectives, you can choose the most relevant and achievable keywords, optimising your SEO strategy and maximising your chances of success.


3. Create a website tree structure by assigning roles to the pillar and sub-pillar pages.

When designing the structure of your website, it is essential to create a clear and organised tree structure.

The tree structure of your site determines the way in which your pages are organised and prioritised, which has a direct impact on your search engine optimisation (SEO) and the quality of your website.user experience.

One effective approach is to assign roles to the pillar pages and sub-pillars of your site.

Pillar pages are the main pages of your website, the ones that represent your main subjects or categories.

These are the most important and strategic pages in terms of referencing and visibility. They must be carefully chosen according to their relevance to your business and their traffic potential.

Pillar pages act as a guide for the rest of your tree structure and should be accessible from your site's main menu.

By assigning roles to pillar pages, you give them greater importance and make it easier for users to navigate.

These pages should be optimised for your company's main keywords and contain high-quality, detailed and informative content. It is also advisable to add internal links to sub-pillars and related pages to reinforce the structure of your site and make navigation easier.

The sub-pillars are the pages that support the pillar pages.

They are more specific and go into greater depth on the subjects covered in the pillar pages. Sub-pillars should be linked to the corresponding pillar pages, reinforcing the thematic coherence of your site.

They also provide an opportunity to optimise your site for long-tail keywords, attracting more targeted and qualified traffic.

The sub-pillars can be organised using a cascade structure, where the pages are grouped together under the corresponding pillar pages.

This creates a clear hierarchy and makes it easier for users to navigate, enabling them to find the information they need quickly.

By planning and structuring your website with pillar pages and sub-pillars, you improve the user experience and make it easier to rank your site.

You create a logical, coherent structure that makes it easy for search engines to understand the content of your site. What's more, this approach helps you focus your SEO efforts on the most important pages and exploit your website's full potential.

4.tag the site accordingly

Now that you've designed a clear and organised tree structure for your website, it's time to tag it accordingly.

Appropriate tagging of your content is essential for optimising referencing and improving the user experience.

One of the most important tags to use is the Hn tag, which refers to the title tags HTML (H1, H2, H3, etc.). Here are a few tips on how to make the most of these tags.

    1. Use a single H1 tag per page: The H1 tag is the most important and should represent the main title of your page. It is essential to use just one H1 tag to avoid confusing search engines as to the main purpose of your content.

    2. Hierarchise your Hn tags: Use H2, H3, H4, etc. tags to structure your content hierarchically. The H2 tag is generally used for important sub-headings, while the H3, H4, etc. tags are used for subsequent sub-sections. Make sure you follow a logical structure and assign Hn tags consistently.

    3. Optimise your Hn tags with keywords: Make judicious use of your relevant keywords in your Hn tags to alert search engines to the key content of your page. However, be careful not to overload your tags with keywords, as this could be considered abusive SEO practice.

    4. Make your Hn tags attractive to users: Hn tags play an important role in the appearance of your content. Make sure you format them correctly to improve the legibility and visual appeal of your headings and subheadings. Use suitable fonts, appropriate text sizes and clear layouts.

    5. Keep your content consistent and relevant: Make sure that the content of your Hn tags is consistent with the rest of your page. This helps users to quickly understand the subject matter and gives search engines a better understanding of your content.

By following these tips, you can optimise the use of Hn tags on your website. This will contribute to a better structure of your content, better understanding of your content by search engines and an improved user experience. Don't forget that Hn tags are important elements of on-page SEO, so use them carefully and strategically to achieve the best results.

5) Write content that is appropriate for SEO referencing

When you create content for your website, it's crucial to write it in a way that is SEO-friendly.

Well-optimised content enables you to improve your visibility in search results and attract qualified organic traffic.

Here are a few tips for writing content that meets SEO requirements.

    1. Research your keywords thoroughly: Before you start writing, carry out in-depth research into the keywords that are relevant to your topic. Identify popular keywords, but also those in the long tail, which are more specific and less competitive. Use keyword research tools to help you find the most relevant terms for your content.

    2. Use keywords strategically: Once you have identified your target keywords, integrate them naturally into your content. Place them in the title of your article, in the Hn tags, in the first few paragraphs and throughout the text. However, be careful not to overload your content with keywords, as this can seem artificial to search engines.

    3. Create high-quality, informative content: Search engines favour quality content that meets users' needs. Write content that is informative, relevant and unique to your target audience. Avoid duplicate or generic content, as this can penalise your SEO. Offer added value to your readers by providing useful information, practical advice, case studies or concrete examples.

    4. Structure your content with headings and sub-headings: Use Hn tags (H1, H2, H3, etc.) to structure your content into clear sections and sub-sections. Headings and subheadings help search engines to understand the structure of your article and allow users to navigate easily through your content. Make sure your headings and subheadings are catchy, informative and relevant.

    5. Optimise your meta-tags: Don't overlook the importance of meta-tags, such as the title tag and the description tag. Write a catchy, descriptive title for your article, including relevant keywords. The description tag should also be well written to encourage users to click on your link in the search results.

    6. Use relevant internal and external links: Adding internal links to other pages on your website and to external links to reliable and relevant sources is important for SEO. Internal links help to create a solid internal link structure, while external links add credibility to your content and improve the user experience.

6) Measure the indexing and results of your search engine optimisation in the SERP

Once you have put in place a solid SEO strategy, it is essential to measure the indexing and the results of your SEO in the search engine results pages (SERP).

This will enable you to understand the effectiveness of your efforts and make adjustments if necessary. Here are a few methods for measuring and evaluating your positioning in the SERP.

    1. Tracking rankings: Use ranking tracking tools to regularly check your website's position for targeted keywords. These tools allow you to track your rankings in search results and monitor fluctuations over time. Analyse trends in your rankings to understand whether your SEO efforts are bearing fruit.

    2. Organic traffic analysis: Use traffic analysis tools such as Google Analyticsto evaluate the organic traffic generated by your website. Observe the variations in traffic over time and look at the pages that generate the most organic traffic. This will give you an indication of the impact of your SEO and enable you to identify opportunities for further optimisation.

    3. Monitoring indexing: Regularly check the indexing of your website using Google's search tool, for example by typing "site:yourwebsite.com" in the search bar. This will display the pages of your site that are indexed by Google. If certain important pages are not indexed, this may indicate technical or optimisation problems that need to be resolved.

    4. Analysis of clicks and impressions: Use the Search Console to obtain information on clicks and impressions of your website in the SERP. This gives you an idea of the number of times your site appears in the search results and the associated click-through rate. Analyse the search queries for which your site ranks and optimise your title and description tags to improve your click-through rate.

    5. Conversion tracking: Conversions, such as sales, newsletter sign-ups or quote requests, are a key indicator of the effectiveness of your SEO. Use conversion tracking tools to measure the number of conversions from organic traffic. This will help you understand how your SEO is contributing to your business objectives.

By measuring indexing, rankings, organic traffic, clicks and conversions, you get a complete picture of your SEO performance in the SERP. These measurements help you to assess the effectiveness of your SEO efforts and make adjustments to improve your results. Be patient, because SEO is a long-term process and results can take time to show.

7.reinforce semantic cocoons with the SEO Long Tail if necessary

When you are working on the creation of semantic cocoons for your website, it can be beneficial to strengthen these cocoons by using the Long Tail SEO strategy. The Long Tail refers to specific keywords that are less searched for, but which together can generate significant traffic. Here's how you can integrate the Long Tail into your semantic cocoons.

  1. Identify relevant Long Tail keywords: Start by conducting in-depth research into Long Tail keywords that are closely related to your main theme or existing semantic cocoons. These specific keywords generally have less competition and can attract more targeted traffic. Use keyword research tools to find keyword variations, specific questions, niche terms and so on.

  2. Create content optimised for the Long Tail: Once you've identified your Long Tail keywords, create optimised content around these specific terms. Write blog posts, resource pages or detailed guides that specifically address user questions or needs associated with these Long Tail keywords. Make sure you include Long Tail keywords naturally in your content.

  3. Structure your content around existing semantic cocoons: When you create Long Tail content, make sure it fits seamlessly into your existing semantic cocoons. Identify the logical links and connections between your main content and the Long Tail content. Use internal links to connect these pages together and reinforce the semantic structure of your website.

  4. Optimise your title tags and meta descriptions: When targeting Long Tail keywords, make sure you optimise your pages' title tags and meta descriptions. Use Long Tail keywords in these elements to help search engines understand the relevance of your content to specific user queries.

  5. Analyse performance and make adjustments: Track the performance of your Long Tail pages using traffic analysis and ranking tracking tools. Identify the pages that are generating traffic, conversions or positive interactions. If certain pages are not meeting your expectations, make adjustments to the content, keyword optimisation or promotion to improve their performance.

8 - Strengthen your referencing with a targeted netlinking strategy

To improve your referencing and increase your online visibility, a strategy of netlinking can play a crucial role.

Netlinking, also known as link building, involves obtaining quality links from other websites to your own site. Here are a few tips for boosting your SEO with an effective netlinking strategy.

  1. Identify relevant and reliable sites: Search for relevant websites in your field of activity or in related sectors. Aim for quality sites with good authority and a solid reputation. This ensures that the links you obtain are relevant and considered reliable by the search engines.

  2. Create quality content to attract links naturally: The best way to get links is to create quality, informative and useful content. Produce blog posts, guides, case studies or resources that arouse users' interest and encourage other sites to reference you. Quality content is often shared and recommended naturally, which boosts your netlinking.

  3. Use link-finding techniques: Explore different techniques to find link opportunities. Search specialist directories, resource lists, forums, blogs, social media or content sharing sites. Identify sites that might be interested in your content and approach them to request a link.

  4. Establish partnerships and collaborations: Identify influential companies or bloggers in your field and offer them partnerships or collaborations. This could take the form of guest articles, webinars, content co-creation or cross-promotions. By working together, you can obtain quality links and increase each other's visibility.

  5. Be active on social networks and online communities: Social networks and online communities offer an opportunity to share your content and attract the attention of other players in your industry. Share your articles, participate in discussions, answer questions and interact with users. This can lead to direct links or link recommendations from other sites.

  6. Monitor your backlinks and disavow undesirable links: Use backlink tracking tools to monitor the sites that refer to yours. Make sure the links are good quality and relevant. If you identify undesirable links from low-quality or spam sites, use the link disavowal to tell search engines not to take them into account.

9 - Draw up a plan for the website's internal meshing

Drawing up a internal networking for your website is an essential SEO practice. Internal linking consists of creating links between the different pages of your site, thereby facilitating user navigation and helping search engines to understand the structure of your site. Here are a few tips for creating an effective internal linking plan.

  1. Analyse the existing structure of your site: Start by analysing the current structure of your website. Identify the main pages, categories and sub-categories. Examine the existing links and determine whether any adjustments are needed to improve navigation and the user experience.

  2. Identify the key pages and pillar pages: Identify the key pages on your website, those that are the most important in terms of content or conversion. These are the pages that you want to highlight and that will act as the focal point of your internal linking plan. These pages can be the pillar pages of your semantic cocoon or landing pages for specific conversions.

  3. Create a logical hierarchy with internal links: Once you have identified the key pages, create a logical hierarchy using internal links. Use title tags (H1, H2, H3) to structure your content and make it easier for search engines to understand.
    Place relevant internal links in your articles and pages to connect the different sections and provide additional information.
  4. Use optimised text anchors: When creating internal links, use optimised text anchors. Text anchors are the clickable text that displays the link. Use relevant keywords or descriptive phrases to help search engines understand the relevance of the link. Avoid generic text anchors such as "click here".

  5. Prioritise user-friendliness and user experience: When creating your internal linking plan, always prioritise user-friendliness and user experience. Make sure that your site is easy to navigate and that users can easily find the information they are looking for. Internal linking should be logical and intuitive, allowing users to move naturally from one page to another.

  6. Update your internal linking plan regularly: Your internal linking plan is not set in stone. It needs to be regularly updated to reflect new pages, content changes and the evolution of your website. Continue to analyse and adjust your internal linking plan according to the needs of your site and new opportunities for internal links.

By drawing up a coherent and effective internal linking plan, you can improve the structure of your website, make it easier to navigate, and increase the quality of your content.

10.make sure you push awareness via social networks.

Social networks play an essential role in promoting and raising awareness of your brand online. Building awareness via social networks allows you to reach a wide audience, generate engagement and strengthen your online presence.

Here are a few tips for optimising your social networking strategy.

  1. Choose the right social platforms for your audience: Identify the social platforms where your target audience is. Whether it's FacebookTwitter, Instagram, LinkedIn, YouTube or others, focus your efforts on the platforms that are most relevant to your industry and your audience. This will maximise your reach and impact.

  2. Create attractive, engaging content: To grab your audience's attention and encourage engagement, create attractive, high-quality content. Use captivating visuals, interesting videos, informative infographics, engaging anecdotes, interactive polls, etc. Make sure your content is relevant to your audience and aligned with your brand.

  3. Be consistent in your presence and branding: Maintain a consistent presence on social networks by using a visual identity and tone of voice that are consistent with your brand. Use recognisable graphic elements, such as your logo, specific colours and fonts. This will reinforce your brand awareness and help your audience to identify you easily.

  4. Engage with your audience: Don't just publish content, actively engage with your audience. Respond to comments, direct messages and mentions. Ask questions, encourage conversations and create a solid relationship with your community. This builds trust and loyalty with your audience.

  5. Collaborate with influencers and partners: Identify relevant influencers and partners in your industry and establish collaborations. They can help you increase your reach and reach new audiences. Organise partnerships, cross-promotion or joint campaigns to boost your profile and credibility.

  6. Use targeted advertising: Ads on social networks can be an effective way of pushing awareness to a targeted audience. Use the targeting features of social platforms to reach users who correspond to your ideal audience. Use hard-hitting messages and attractive visuals to grab attention and generate interest.

  7. Measure and analyse your results: Use the analysis tools provided by the social platforms to measure the effectiveness of your brand awareness strategy. Track statistics such as the number of followers, engagement, etc.
About the author

Frédéric POULET is the founder of the SEO Agency Optimize 360 After 20 years in large groups, he founded Optimize 360 to put the know-how of large groups to work for SMEs. Now a recognised specialist in SEO and natural referencing in France and Europe
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