Keywords, or “keyword” in English, are important to the development of any good SEO strategy. But how do you find the most relevant ones? What criteria must they meet?
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What do Criteria Must “Good” Keywords meet?

Beyond the simple SEO aspect, which is far from being negligible, a “good” keyword is one which is the perfect compromise between four imperatives:

  • have a maximum of monthly requests
  • be as competitive as possible
  • best define the activity of the company or the theme of the site
  • be the trigger of an intention on the part of the Internet user. This intention can, for example, be commercial (online sales) or informative (request for a quote, making contact, subscribing to a newsletter, etc.)

Keyword Stuffing, A Practice to Be Avoided

A text containing a maximum of keywords is therefore essential to maximize the chances of appearing on the first Google page. Unscrupulous of Google guidelines, some have, therefore, not hesitated to fill their pages with terms to artificially improve their SEO performance.

This technique is known under the expression “keyword stuffing”, which can be translated into English as “keyword stuffing” or the accumulation of keywords. Rather than providing quality content to their visitors, with a balanced insertion of important terms, which allows for harmonization of editorial and technique, followers of keyword stuffing form whole paragraphs of keywords or cities (for local SEO).

However, since 2011 and the deployments of Google Panda and Google Penguin, such a black hat practice systematically results in a referencing penalty. This results at best by a very significant loss of positioning, or even by a total eviction of the SERPs.

Keywords in Urls: Does it Matter?

As early as 2010, Google indicated that the insertion of keywords in a URL could be of interest from an SEO point of view.

However, this possibility should not turn into stuffing keywords in a URL; the search giant can then interpret this as spam and a desire to manipulate search results.

Without neglecting this opportunity, Google already specified at the time that it is much more judicious to offer interesting and well-constructed content on SEO and commercial levels to its visitors.

Your Audit to Determine the Most Relevant Keywords

To choose the most relevant keywords for your business model, SEO experts in natural referencing rely not only on their experience in this field but also on a rigorous methodology.

Each company being unique, it is not possible to go into the details of a keyword audit here. However, this systematically includes:

  • favor expressions rather than a single word. Indeed, Internet users essentially type queries like “Paris SEO agency certified by Google Partners” rather than simply “SEO agency”. Also, the conversion rate of an Internet user into a customer or prospect is greater when he has made a specific request.
  • use the statistics and data in your possession (Google Analytics, etc.)
  • analyze search volumes and the competitive aspect of the terms selected
  • to perform a competition analysis and watch
  • follow the evolution of search volume for given phrases to anticipate trends. The responsiveness that allows you to take advantage of emerging markets

For the development or optimization of your natural referencing strategy, are you looking to be better positioned on the terms essential to the development of your activity? Contact our digital agency to get your keyword audit and strengthen your Google visibility.