How we choose keywords for a winning SEO strategy
For Dopstart SEO Agency, keyword research is the first thing we define in every effective SEO strategy. Choosing the right words means improving the online visibility of our clients, making their content appear on the first pages of search engines and bringing organic traffic to the site. Our mission is to help clients be found by users who are looking for their products or services, optimizing websites for Google search in a comprehensive and strategic way.
This is how Dopstart SEO Agency approaches keyword research, using methods and tools to identify the most effective keywords and respond to the public’s search intent, to achieve long-term SEO goals.
Case Study: How Dopstart SEO Agency Improved Clients’ Online Visibility
Case Study 1: Increased Organic Traffic for a Natural Products E-commerce
Challenge: a natural and organic products e-commerce wanted to increase its organic traffic to reduce its dependence on paid Google Ads campaigns. The goal was to rank on the first pages for keywords targeted to the natural cosmetics sector, such as “natural anti-aging creams” and “organic skincare products”.
Strategy: Dopstart SEO Agency conducted an in-depth analysis of the sector and competitors, selecting related keywords with a transactional intent, i.e. aimed at users ready to make a purchase. We also chose long-tail keywords to capture very specific searches such as “organic face creams for sensitive skin” and “paraben and silicone free products”.
After integrating these words into the content and optimizing the product pages, we followed a continuous monitoring to verify the performance of the keywords and optimized the meta tags to improve the CTR.
Results: in six months, the site saw a 120% increase in organic traffic and an improvement in rankings for over 30 long-tail keywords. Additionally, the site reduced advertising costs on Google Ads by 40% due to increased organic traffic.
Case Study 2: Improved Ranking for a Financial Services Portal
Challenge: an online financial services portal specializing in loans and mortgages wanted to rank for competitive search terms such as “mortgage calculator,” “convenient online loan,” and “best mortgage rates 2024.” The challenge was significant, as competitors included large financial portals and established banks.
Strategy: Dopstart SEO Agency performed detailed keyword research, identifying specific and competitive keywords with an informational and commercial search intent. We created educational content and helpful guides to answer users’ most frequently asked questions, such as “how to get a low-interest loan” and “low-interest mortgage requirements.” Additionally, we developed a FAQ section, which allowed us to rank for long-tail keywords and specific questions.
Results: in four months, the portal increased organic traffic by 85%, with a significant improvement in ranking for highly competitive keywords. The information pages and how-to guides are now among the first results for several financial sector keywords, generating a constant flow of qualified leads.
Industry Analysis and definition of client objectives
For Dopstart SEO Agency, choosing search keywords is a personalized process, which starts with an in-depth understanding of the client’s objectives and the industry in which they operate. Defining whether the goal is to obtain informational traffic, generate conversions or position for specific queries is essential to establish the type of content to develop.
Dopstart works with the client to identify search terms for Google (Google Keywords) and other search engines. The most relevant terms for their products or services are identified and to understand how to appear in Google searches for a keyword relevant to their niche. For example, for a client in the sustainability sector, we can choose terms such as “green consultancy for companies” or “strategies to reduce environmental impact”.
Keyword that facilitates the search on the Internet
A “keyword that facilitates the search on the web” is a specific term or phrase that users use on search engines to quickly find information, products or services that meet their needs. This type of keyword is effective because:
- It is targeted: It accurately represents what the user is looking for, helping search engines return highly relevant results. For example, instead of using a generic keyword like “shoes,” a keyword that facilitates the search could be “lightweight running shoes,” which narrows the field to the most relevant results.
- It matches the user’s intent: When a keyword is worded in a way that directly answers the search intent (informational, commercial, or transactional), users can easily find what they need. Keywords like “best budget smartphone 2024” or “hotel reviews Venice center” facilitate the search, as they accurately reflect the user’s intent.
- Optimize content placement: Using targeted keywords in your website content makes your page easier for users to find, increasing the chances of it appearing high in search results. For example, for a furniture store, the phrase “ergonomic office chairs” makes it easier to find because it aligns better with what users are looking for than the generic phrase “chairs.”
Using keyword research tools
Our agency uses advanced keyword research tools that allow you to accurately identify the most promising keywords for organic positioning and to improve the effectiveness of Google Ads campaigns. Among the main tools that Dopstart SEO Agency uses are:
Google Keyword Planner: essential Google Ads tool for finding related keywords, search volumes and difficulty. It is a great way to discover new keyword ideas and plan strategies.
SEMrush and Ahrefs: comprehensive SEO tools that allow you to examine the competition and understand which keywords competitors are using to rank on the first pages.
Answer the Public: excellent for gaining insights into the questions that users ask on search engines, making it easier to create content that responds to their needs.
Ubersuggest: allows you to identify related keywords and long-tail keywords, with details on search volume and level of competition.
Evaluating keyword difficulty and competition
Not all keywords are the same: choosing a specific keyword must take into account the competition and the feasibility of positioning. Dopstart SEO Agency performs an accurate evaluation of the level of difficulty and competition, selecting keywords that can really bring results without overloading the content.
We use specific terms that facilitate internet searches and that, despite having smaller search volumes than generic keywords, attract a more qualified audience. For a client in the household appliances sector, for example, we can focus on “low energy consumption refrigerator” rather than the generic “refrigerator”.
Long-tail keywords: a winning strategy
Long-tail keywords are a pillar of Dopstart SEO Agency’s SEO strategy, as they allow us to respond to more detailed searches and with specific search intent. They are longer and more descriptive phrases, often consisting of 3 or more words, which allow you to position yourself more easily and reach users with clear needs.
For example, for a client who deals with travel, we can identify a keyword such as “Tuscany autumn food and wine tours”, aimed at an audience with a specific interest and who may want to book a tour. These keywords can be less competitive, allowing you to gain visibility with less difficulty and bringing users who are more likely to convert.
Understanding Search Intent
One of the crucial steps in choosing keywords is analyzing the user’s search intent, that is, the reason why a person searches on Google. Dopstart SEO Agency identifies three main types of intent:
Informational: The user is looking for information on a topic (e.g. “how to do keyword research”).
Commercial: The user is evaluating different options before purchasing (e.g. “best SEO software”).
Transactional: The user is ready to take action, whether it is to buy or book a service (e.g. “buy cheap SEO software”).
Dopstart SEO Agency optimizes website content to respond to these intents, using keywords that allow you to reach users at all stages of the decision-making process.
Monitoring and adapting the SEO strategy
Dopstart SEO Agency adopts a continuous and strategic approach to monitor and adapt SEO campaigns, guaranteeing clients consistent results aligned with market developments.
After choosing the search keywords and optimizing the content, the agency constantly monitors the performance of the keywords, using tools such as Google Analytics and Search Console to evaluate positions, organic traffic, CTR and user behavior.
This analysis allows to identify areas of improvement and new opportunities, allowing to optimize the content to respond to the search intent and to modify the meta tags to increase user clicks.
Dopstart continuously adapts the SEO strategy to keep the content in line with Google algorithm updates, also monitoring the keywords used by competitors. It also provides periodic reports, in which it updates clients on the performance of the keywords and the progress achieved. This monitoring and adaptation process guarantees a stable presence on the first pages of Google and a constant flow of high-quality organic traffic to the client’s site.
Questions and answers
- What is keyword research? It is the analysis of search terms that users use to find content online, essential for developing a targeted SEO strategy.
- Why is keyword research important? It helps you understand what most of the public searches for, allowing you to create content that meets the specific needs of users.
- What tools does Dopstart SEO Agency use for keyword research? We use Google Keyword Planner, SEMrush, Ahrefs and Ubersuggest to identify effective keywords and understand the competition.
- What are long-tail keywords? They are more specific and targeted phrases, used to intercept users with specific search intent and to reduce competition.
- What is search intent? Search intent is the user’s motivation, which can be informational, commercial or transactional, and guides the choice of keywords.
- How does Dopstart choose the most effective keywords? After understanding the client’s goals, we analyze search volume, competition and search intent to identify the most strategic keywords.
- What are the benefits of related keywords? They improve the visibility of the content because they cover more search terms, increasing the chances of positioning in Google.
- How to integrate keywords into the site content? By placing them in titles, meta descriptions, subtitles and URLs, ensuring that they are used naturally and consistently.
- What is the role of Google Kw Planner in keyword research? It is a free Google Ads tool that offers search volumes and suggestions, ideal for starting to create a list of keywords.
- How can I appear in Google searches for a specific keyword? By choosing relevant keywords and optimizing the site content for each keyword so that it responds exactly to user queries.
