• Impact Web Design

3/6 SEO - Find The Right Keywords

Updated: Aug 26, 2021

The traditionally recommended method is to position yourself on a few short-tail keywords, and a lot of long-tail keywords.

  1. Short-tail keywords are very competitive, and we must fight against historical actors who are difficult to dislodge

  2. Long-tail keywords are considerably easier, but they are also far too many (and we don't have time for that). As a result, we developed a new method of keyword segmentation that was more suited to our circumstances.

And this new segmentation consists of separating the “hot” keywords and “cold” keywords:

  1. The "Hot" Keywords

  2. The “Cold” Keywords

  3. Don't Limit Yourself On Long-Tail Keywords

  4. Bonus: Deadweight pages

  5. No Blah-Blah


And this new segmentation consists of separating the “hot” keywords and “cold” keywords:

1. The "Hot" Keywords

They have a high possibility of converting into action (such as signing up for training or receiving a newsletter);

2. The “Cold” Keywords

They are more informational searches, where visitors are just seeking a response to their query (and nothing more).

In the case of Impact Web Design, for example, "Wix training" is a lot hotter research than "how to monetise your Wix site." The first research demonstrates a desire for instruction, but the second is just a technical problem.

Do you follow me? :) You must concentrate on the hot phrases. The process is the same every time: We begin with a typical “hot” middle-tail keyword, such as “Wix training.” We define around ten "cold" keywords related to this topic, such as "Wix HTML code" or "Secure Wix site." As a result, we focus our SEO efforts on inquiries that have a direct impact on our activity.

The action that the visitor performs is more important than the number of visits.

We don't have an infinite supply of resources. We don't have an infinite amount of time. As a result, we concentrated our efforts on the research that is most important to our persona.

That's all! And you'll quickly see that the implementation of this plan is founded on the same guiding principle: getting to the point. If you select a keyword that is too competitive when you initially start out in your activity, it may be more difficult to position yourself and reach the desired first Google page. To start establishing your domain authority, it is best to focus on keywords with low competition as a first step.

3. Don't Limit Yourself On Long-Tail Keywords

This might be damaging for your SEO. Even while most SEO Consultants would advise you to do so, it is not always a smart idea. The longer time passes, the more outdated Google's algorithm becomes. Let me explain ...

  • #1 Problem: Many sites target multiple long-tail keywords on similar topics.

Example: - 7 healthy breakfasts to lose weight - 5 breakfasts to burn fat

The Google Panda algorithm is there to spot sites that abuse similar requests.

  • #2 Problem: Google Panda is also present to detect content that is too similar. It actively fights against content duplication and penalizes it.

The risk is much higher with long-tail keywords.

  • #3 Problem: As if 2 weren't enough... The Google Hummingbird algorithm is able to identify exactly the intent behind a keyword.

Before Google Hummingbird: Career Conversion ≠ Changing Your Professional Life

Today: Google sees the same intent. The proposed results will therefore be similar.

Whereas if you optimise content for a single trailing term, you will instantly rank for dozens, if not hundreds other keywords! Backlinko is an excellent example. His website only contains 38 pages in total. And it is positioned on very competitive keywords such as "Youtube SEO." His secret: he has deindexed/removed all of his site's superfluous pages that provide no traffic.


4. Bonus: Deadweight pages

In SEO language, these are known as "zombie pages" or ''Deadweight pages''.

Learn how to delete your deadweight pages here.

Among these zombie pages, we can find:

  • Blog category pages

  • Articles with few words

  • Product pages with 0 sales

  • Articles with 0 traffic

  • Author pages

  • Duplicate content

  • Expired pages

  • Legal notices

  • Similar requests

Because you focus your efforts on less articles, the SEO juice acquired from internal and external links (backlinks) is similarly concentrated on these pages. For Google: ''The more pages you have on your site, the more your authority will be dispersed across all of them.''

When it comes to SEO, quality always beats quantity.