You've updated your website, but you're not getting the traffic you hoped for. There's more work to be done, and it involves data! With the right data-based SEO keywords, you can improve your website visibility and traffic, making it easier for potential customers to find your products and services. In this blog post, we’ll be discussing how to use search data to determine the best SEO keywords for your business. We’ll look at the differences between evergreen and seasonal keywords, the benefits of long-tail versus generic keywords, and the importance of understanding search volume and user search intent. So, let’s get started!

Rank Your Website Higher with Data-Driven Keywords

Determining the right SEO keywords is an essential step toward ranking your website higher on search engines. And one of the best ways to identify relevant keywords is by analyzing search data. Let’s review steps to take to help you determine the right SEO keywords:

First, conduct thorough research on your target audience. Consider their interests, needs, and challenges. Use keyword research tools such as Google Keyword Planner to identify relevant keywords based on search volume and competition.

Second, take into account the evergreen versus seasonal keywords. Evergreen keywords are the ones that remain relevant all year round. Seasonal keywords are only relevant during certain times of the year. While seasonal keywords may generate higher traffic during certain periods, evergreen keywords provide a steady stream of traffic throughout the year.

Third, understand the benefits of long-tail versus generic keywords. Long-tail keywords are more specific phrases that target a smaller audience but are more likely to convert. In contrast, generic keywords are broader, targeting a larger audience but with a lower conversion rate. Choosing the right combination of both types of keywords will give you a better chance of ranking higher.

Lastly, understand search volume and user search intent. Search volume refers to the number of times a specific keyword has been searched on search engines. Understanding user search intent helps you create content that matches the user's needs and motivations.

By focusing on these aspects, you can optimize your content and attract the right audience. Let’s dig in a little more with some of these strategies.

The Evergreen versus Seasonal Keywords

One of the key decisions you need to make when identifying SEO keywords is whether you want to focus on evergreen or seasonal keywords. Evergreen keywords are those that remain relevant throughout the year and do not experience significant fluctuations in search volume. Examples might include broad topics like “weight loss tips” or specific product-related keywords like “best running shoes”. Seasonal keywords, on the other hand, are related to specific times of the year, such as “Valentine’s Day gift ideas” or “summer vacation destinations”. While seasonal keywords can bring a surge in traffic during a particular period, they can also experience significant drops in search volume outside of the timeframe.

The decision on which type of keyword to focus on will depend on your goals and business model. If you have products or services that are relevant throughout the year, evergreen keywords may be the best option for you. However, if your business is heavily influenced by seasonal events or trends, seasonal keywords may provide a valuable boost to your traffic and sales during these key periods. It’s worth noting that even if you focus primarily on evergreen keywords, you can still incorporate seasonal keywords into your strategy as needed to capitalize on trending topics or upcoming events. 

Overall, understanding the difference between evergreen and seasonal keywords will help you choose the right mix of keywords to optimize your site and drive traffic year-round.

Benefits of Long-Tail vs Generic Keywords

For your SEO strategy, consider the benefits of using long-tail versus generic keywords. While generic keywords may seem like the obvious choice due to their high search volume, long-tail keywords can often yield better results.

Long-tail keywords tend to have less competition than generic keywords. You'll have a better chance of ranking higher in search engine results pages (SERPs) for specific, niche search queries. Additionally, long-tail keywords are more likely to reflect the user's intent behind their search, which means they may convert into a paying customer more easily.

Another benefit of long-tail keywords is that they tend to be more targeted and specific. This can help you attract the right audience to your website, leading to a higher click-through rate and a lower bounce rate. By contrast, generic keywords may attract a wider range of searchers who are not necessarily interested in your product or service, leading to a higher bounce rate and lower conversion rate.

Understanding Search Volume and User Search Intent

A key element of successful SEO is understanding search volume and user search intent. Search volume refers to the number of searches that are performed for a specific keyword or phrase, while user search intent refers to the reason why a user is performing a search.

Understanding search volume can help you determine the popularity of a particular keyword or phrase. By analyzing search volume data, you can identify which keywords are most frequently searched and which ones are less popular. This information can be used to prioritize your keywords and focus your efforts on the terms that are most likely to drive traffic to your site.

However, search volume alone is not enough. It is also important to understand user search intent. User search intent can be divided into four categories: informational, navigational, commercial, and transactional. 

Informational intent refers to users who are looking for information on a particular topic. Navigational intent refers to users who are looking for a specific website or page. Commercial intent refers to users who are looking to make a purchase, but have not yet decided on what they want to buy. Transactional intent refers to users who are ready to make a purchase.

By understanding user search intent, you can tailor your content and keyword strategy to match the needs of your target audience. For example, if you are targeting users with informational intent, you may want to focus on long-tail keywords that address their specific questions or concerns. If you are targeting users with commercial intent, you may want to focus on keywords that are more transactional in nature, such as product names or pricing information.

How to Get Started with Data-Driven Keywords

We discussed evergreen versus seasonal keywords, benefits of long-tail keywords versus generic keywords, and understanding search volume and user search intent. Now, let's talk about how you can get started on an SEO strategy with data-driven keywords.

The first step in a data-driven approach to SEO is to identify the search terms that people are using to find businesses like yours. Google Search Console is an excellent tool for this, providing you with data on what search terms people are using to find your site. Analyze this data to find commonalities between keywords, phrases, and user intent.

Another option to get started is to contact Keen Insites! We provide SEO services and use data-driven analysis to provide you with a customized SEO strategy. By utilizing a range of different SEO techniques, such as keyword research, on-page optimization, and link building, Keen Insites can also help you optimize your site for search engines.

Once you have your keywords and a plan of action, the next step is to optimize your website around these keywords. This includes creating high-quality, engaging content that incorporates your target keywords and phrases. You can also optimize your website's meta tags and title tags to improve your visibility in search results. We can help with this as well.

By taking a data-driven approach to your SEO strategy, you can ensure that you're targeting the right keywords and phrases that will drive the most traffic to your website. With the help of Keen Insites, you can create an effective SEO strategy that will help you achieve your online marketing goals.