What is a good keyword for optimising your search engine optimisation?

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What is a good key word ?

In the world of natural referencing, the keywords play a crucial role in the visibility of your website.

They make it possible to quickly identify the content of pages and thus facilitate access to them by search engines such as Google.

But what is a good keyword?

How to choose key words to improve the ranking of your website?

Let's take a closer look at the factors involved in selecting a relevant keyword.

good keyword

Choosing a keyword: a crucial stage

In addition to the quality of the writing and the ergonomics of your website, it is above all the choice of keywords that will determine the performance of your search engine optimisation. You should therefore pay particular attention to this stage, taking into account a number of criteria such as :

  1. Keyword popularity
  2. Competition for this keyword
  3. The relevance of the keyword to your content

Keyword popularity

A good keyword should be searched frequently by internet users in search engines.

In other words, it must correspond to the most important requests made by the target you want to reach. So, unless you're looking to create a niche, avoid using expressions that are too specific or not very sought-after as far as possible.

Choose a keyword with a high number of monthly requests, but bear in mind that it's also important to choose a keyword with less competition.

Competition for the keyword

Le ratio between the popularity of a keyword and the competition is decisive. Even if a keyword has a large number of queries, it may still be dominated by sites with high authority. So, to maximise your chances of ranking, it would be preferable to focus on less competitive keywords that still offer a certain traffic potential.

The relevance of the keyword to your content

And finally.., the keyword you choose must match the content of your page. It must be in line with what you are offering, in order to meet the expectations of Internet users who carry out this search. So always make sure that the keywords you select are consistent with the message you want to convey.

Tools for finding the right keywords

There are a number of tools available to help you in this process, which can guide you towards the most interesting keywords according to these criteria:

These tools allow you to analyse the competition, the volume of searches and the relevance of the keywords you have identified as being of interest. This will enable you to find the best keywords for your search engine optimisation based on the objectives you have set yourself.

Best practices for using a good keyword

Once you've selected the right keywords, it's important to know how to incorporate them into your content:

  1. Place the main keyword in the title of your page (H1 tag), at the beginning of the text if possible.
  2. Repeat it several times in the sub-headings (H2 and H3) and in the content in a natural way.
  3. Summarise all your content with the keyword(s) in the meta tag description, which will appear in Google search results.
  4. Don't forget to also use secondary keywords in the body of your text, but don't go overboard and over-optimise, which would harm your SEO.

By following these tips, you should considerably improve the search engine positioning of your web pages. Don't hesitate to experiment with different keywords and analyse their performance so that you can adjust your strategy as you go along.

In a nutshell

Finding a good keyword boils down to three points:

  • Ensuring its popularity with Internet users,
  • Assess the competition in this keyword,
  • Check that the keyword is relevant to your content.

Don't forget that using the right tools can help you a great deal in your research, and that choosing the right keywords is an essential step in developing effective, sustainable search engine optimisation.

Pay close attention to these different criteria and adapt your approach according to the results obtained.

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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