Understanding SEO keywords and how to choose them

Through our SEO Agency Optimize 360

on the theme Semantic SEO

What are keywords in SEO? How do you choose them?


Search Engine Optimisation (SEO) is an essential step in optimising the visibility of your website. At the heart of this strategy are keywords.

This article explains what keywords are in SEO and gives you a practical 10-point guide to choosing them.

Key words

What are keywords in SEO?

keyword in SEO is a term or expression that represents the main content of a web page. It is the term used by Internet users to carry out searches on search engines such as Google, Bing or Yahoo ! to find the information they're looking for. So when you're creating content for your websiteIf you're looking for a new website, it's essential to select your keywords carefully to make it easier for the search engine spiders responsible for indexing your pages to understand.

How to choose your SEO keywords: a practical 10-point guide

To help you select your keywords effectively, here is a practical 10-point guide:

  1. Identifying your audience :

    First of all, you need to determine who your content is aimed at: men, women, age, profession, passions, etc.

  2. Analysing your competitors :

    Study the websites of players similar or complementary to yours to see which expressions are used.

  3. Use keyword research tools :

    There are a number of free and paid tools for analysing popular keywords in your field, such as Google Keyword Planner or Ubersuggest. They will help you determine the search volume as well as the competition around these terms.

  4. Taking keyword relevance into account :

    The term chosen must correspond to your content and be useful for the Internet user. It is crucial to check that there is a direct link between the keyword and what you are offering.

  5. Analysing the long tail :

    In SEO, the term "long tail" is used to designate expressions made up of several words that generate less traffic but are often of higher quality. This allows you to target visitors who are genuinely interested in your products or services, with less competition.

  6. Avoid terms that are too competitive :

    Very popular keywords are often difficult to position and not very relevant. It's better to concentrate on less sought-after terms that are better suited to your offer.

  7. Optimising for local use :

    If you operate in a geographically limited sector, it can be very useful to include local keywords (name of town, district, etc.).

  8. Mix keyword types :

    Combine generic and specific keywords. For example, if you sell women's shoes, consider including both "women's shoes" (generic) and "black leather pumps" (specific).

  9. Adapt the keyword to the content :

    Your choice should depend on the type of page you are working on. For example, a product will probably need a precise name, whereas a blog post will require a more generic expression.

  10. Test, analyse and adjust :

    It is essential to monitor your search engine positions on a regular basis in order to measure the effectiveness of your keywords and adjust them if necessary.

How do you optimise your keywords?

Once you've chosen your keywords carefully, it's time to apply them. In your SEO strategy, it's important to place them :

  • In the page title (</code>) ;</li> <li>In the H1, H2, etc. tags, when the heading is relevant ;</li> <li>In the ALT attribute of images, without abuse ;</li> <li>In the URL of the page, separated by hyphens (-) ;</li> <li>In meta-descriptions (short summary appearing in search results) ;</li> <li>In the anchors of your site's internal links.</li> </ul> <p>However, you must avoid over-optimisation. Excessive and repetitive use of keywords can penalise your natural referencing.</p> <h2>The role of synonyms and keyword variants</h2> <p>To diversify your content while optimising it for search engines, also use synonyms and variations of your keywords. For example, if you have chosen "women's shoes" as your main keyword, consider also inserting "women's pumps", "women's shoes" or "women's sandals". Today's search engines are capable of associating similar terms, and this shows that your page offers varied and interesting content.</p> <h2>The importance of keywords in semantics</h2> <p>Finally, it is important to understand that semantics now play a key role in natural referencing. Google, for example, has incorporated artificial intelligence into its algorithm (<a href="https://www.optimize360.fr/en/definition/rankbrain-in-seo/">RankBrain</a>) to better interpret user queries. So instead of simply analysing the keywords on a page, the robots now look at the relationship between these words and have a better understanding of the overall meaning of the content.</p> <p>That's why it's crucial to write in structured, coherent sentences that include your keywords, in order to optimise your natural referencing.</p> <hr /> <p style="padding-left: 40px;" data-sourcepos="7:1-7:55"><strong>Resources for learning about keywords in SEO:</strong></p> <p style="padding-left: 40px;" data-sourcepos="9:1-9:20"><strong>Comprehensive guides:</strong></p> <ul> <li style="list-style-type: none;"> <ul data-sourcepos="11:1-14:0"> <li data-sourcepos="11:1-11:170"><strong>Google Search Central Blog:</strong> </li> <li data-sourcepos="12:1-12:149"><strong><a href="https://www.optimize360.fr/en/definition/moz/">Moz</a> Beginner's Guide to SEO:</strong> <a class="traceable-link" href="https://moz.com/beginners-guide-to-seo/keyword-research" target="_blank" rel="noopener noreferrer">https://moz.com/beginners-guide-to-seo/keyword-research</a></li> <li data-sourcepos="13:1-14:0"><strong><a href="https://www.optimize360.fr/en/definition/semrush/">Semrush</a> SEO Guide:</strong> <a class="traceable-link" href="https://www.linguee.fr/francais-anglais/traduction/non+valide.html" target="_blank" rel="noopener noreferrer">https://www.linguee.fr/francais-anglais/traduction/non+valide.html</a></li> </ul> </li> </ul> <p style="padding-left: 40px;" data-sourcepos="15:1-15:26"><strong>Tutorials and articles:</strong></p> <ul> <li style="list-style-type: none;"> <ul data-sourcepos="17:1-20:0"> <li data-sourcepos="17:1-17:158"><strong><a href="https://www.optimize360.fr/en/definition/yoast-seo/">Yoast</a> SEO Blog:</strong> <a class="traceable-link" href="https://www.linguee.fr/francais-anglais/traduction/non+valide.html" target="_blank" rel="noopener noreferrer">https://www.linguee.fr/francais-anglais/traduction/non+valide.html</a></li> <li data-sourcepos="18:1-18:103"><strong><a href="https://www.optimize360.fr/en/definition/ahrefs/">Ahrefs</a> Blog:</strong> <a class="traceable-link" href="https://ahrefs.com/blog/keyword-research" target="_blank" rel="noopener noreferrer">https://ahrefs.com/blog/keyword-research</a></li> <li data-sourcepos="19:1-20:0"><strong>Backlinko Blog:</strong> <a class="traceable-link" href="https://backlinko.com/keyword-research" target="_blank" rel="noopener noreferrer">https://backlinko.com/keyword-research</a></li> </ul> </li> </ul> <p style="padding-left: 40px;" data-sourcepos="21:1-21:37"><strong>Tools for <a href="https://www.optimize360.fr/en/definition/keyword-search/">keyword search</a>:</strong></p> <ul> <li style="list-style-type: none;"> <ul data-sourcepos="23:1-27:0"> <li data-sourcepos="23:1-23:134"><strong>Google Keyword Planner:</strong> <a class="traceable-link" href="https://ads.google.com/home/tools/keyword-planner/" target="_blank" rel="noopener noreferrer">https://ads.google.com/home/tools/keyword-planner/</a></li> <li data-sourcepos="24:1-24:91"><strong>Ubersuggest:</strong> <a class="traceable-link" href="https://neilpatel.com/ubersuggest/" target="_blank" rel="noopener noreferrer">https://neilpatel.com/ubersuggest/</a></li> <li data-sourcepos="25:1-25:67"><strong>SEMrush:</strong> <a class="traceable-link" href="https://www.semrush.com/" target="_blank" rel="noopener noreferrer">https://www.semrush.com/</a></li> <li data-sourcepos="26:1-27:0"><strong>Ahrefs:</strong> <a class="traceable-link" href="https://ahrefs.com/" target="_blank" rel="noopener noreferrer">https://ahrefs.com/</a></li> </ul> </li> </ul> <p style="padding-left: 40px;" data-sourcepos="28:1-28:11"><strong>Books:</strong></p> <ul> <li style="list-style-type: none;"> <ul data-sourcepos="30:1-33:0"> <li data-sourcepos="30:1-30:65"><strong>The Art of SEO</strong> by Eric Enge, <a href="https://www.optimize360.fr/en/definition/rand-fishkin/">Rand Fishkin</a> and Justin Briggs</li> <li data-sourcepos="31:1-31:36"><strong>SEO for Dummies</strong> par Peter Kent</li> <li data-sourcepos="32:1-33:0"><strong>Search Engine Optimization: An Introduction</strong> by Bill Slawski</li> </ul> </li> </ul> <p style="padding-left: 40px;" data-sourcepos="34:1-34:16"><strong><a href="https://www.optimize360.fr/en/blog/referencing/seo-referencement-google/top-seo-specialists/">SEO experts</a>:</strong></p> <ul> <li style="list-style-type: none;"> <ul data-sourcepos="36:1-39:0"> <li data-sourcepos="36:1-36:80"><strong>Rand Fishkin:</strong> <a class="traceable-link" href="https://twitter.com/randfish" target="_blank" rel="noopener noreferrer">https://twitter.com/randfish</a></li> <li data-sourcepos="37:1-37:96"><strong>Barry Schwartz:</strong> <a class="traceable-link" href="https://twitter.com/BarrySchwartzBW" target="_blank" rel="noopener noreferrer">https://twitter.com/BarrySchwartzBW</a></li> <li data-sourcepos="38:1-39:0"><strong>Matt Cutts:</strong> <a 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