SEO keywords: How to choose and use them

Discover how to choose and analyze SEO keywords to improve your online visibility. Learn how to use strategic keywords to boost your SEO.

What is a keyword?

A keyword is an expression that users type into a search engine when looking for information. In SEO, the words play a key role in your website's ranking in search results. There are different types of keywords which can have various impacts on your SEO.

The different types of keywords

Generic keywords

Visit words generic are very broad search terms, often consisting of a single word. For example, "shoes" or "SEO". These keywords have a high search volume, but are also highly competitive. They often attract a wide range of Internet users, but it can be difficult to rank for these terms without a well-defined strategy.

Example sport shoes", "natural referencing

Benefits High search volume.
Disadvantages : Strong competition.

Specialized keywords

Visit words are more precise than generics and tend to target more defined audiences. They can be long-tail expressions, such as "men's running shoes" or "local SEO for businesses". These keywords often have a lower search volume, but are less competitive, making them easier to rank.

Example local SEO for small businesses", "men's running shoes

Benefits Less competitive, more specific.
Disadvantages Less search volume.

Brand keywords

Visit keywords include the name of the company, product or service. For example, "Nike shoes" or "Google SEO". These keywords are used by people who already know your brand and want to know more.

Example Nike shoes, Google Analytics

Benefits Target an audience already familiar with the brand.
Disadvantages Search volume limited to users who know the brand.

NICE (Niches et Intérêts Spécifiques) keywords

Visit words NICE are very niche-specific terms. They are often less widely used, but can attract a highly engaged audience. This can include very specific topics such as "minimalist running shoes" or "SEO for lifestyle bloggers".

Example minimalist shoes for runners, SEO for fashion bloggers

Benefits Very focused and less competitive.
Disadvantages Very low search volume.

The importance of keyword intent

Understanding the intention behind a keyword is essential for optimizing your content. There are four types of search intent:

1. Information search The user is looking for information on a subject. Example: "How to do SEO?
2. Commercial research The user explores options before making a purchase. Example: "best running shoes 2025".
3. Transactional research The user is ready to buy. Example: "buy Nike running shoes".
4. Navigation search The user searches for a specific site or brand. Example: "Nike shoes site".

Visit keywords must be selected according to search intent to maximize content relevance.

Analyze the competition and use incognito mode

When you're looking for a keywordIt's important to understand the competition for this term. By using Google in incognito mode, you can view search results without being influenced by your own search history or location.

1. Evaluating first positions Analyze the sites in first position. What type of content do they offer? What are their most popular pages?
2. Type of site Is it a blog, a business or an e-commerce site? The type of site in the first results will give you an idea of the type of content to produce.
3. Reputation and authority Checks the authority of sites on the first page (using tools such as Moz or Ahrefs).
4. The intention Do users' intentions match what you want to offer? Does the content respond to an informational, commercial, transactional or navigational search?

Another effective method is to explore platforms such as Quora. On Quora, users ask specific questions, which can help you find out more about keywords with high potential. For example, if you're looking for questions related to your sector of activity, you could identify keywords you hadn't considered. What's more, by observing the most popular responses, you can see which type of content best responds to users' concerns, enabling you to adapt your SEO strategy.

Free and paid keyword research tools

There are many tools available to help you find the right keywords perfect for your content. Here are some of the best:

1. Google Keyword Planner (free) Ideal for finding keywords with measurable search volume and competition.
2. Ubersuggest (free and paid) : To find ideas for keywordsand the difficulty of ranking them.
3. SEMrush (paid) A powerful tool for analyzing keywordscompetition and trends.
4. Ahrefs (fee-based) Useful for analyzing competition and the difficulty of keywords.

How do you assess a keyword's competitiveness?

To assess the competitiveness of a keywordyou need to analyze several factors:

• Search volume High volume usually means more competition.
• Keyword difficulty : Some tools, such as SEMrush or Ahrefs, will tell you the difficulty of a site. keywordbased on the number of backlinks and the authority of sites already ranked highly.
• Organic results If the first page is dominated by authoritative sites, it will be more difficult to rank for this type of site. keyword.

Using Google Trends with keywords

Google Trends is an excellent tool for analyzing changes in the popularity of keywords over time. This allows you to see if the search trend for a particular keyword is up or down, which is crucial for adjusting your content strategy.

Advantages of using Quora for keyword research

1. Popular questions : Quora brings together questions on a wide range of subjects, which can help you discover keywords based on user concerns. These questions can give you an idea of what your target audience is really looking for.
2. Long tail searches : Users often ask long, specific questions, which can help you to identify specific areas of interest. long-tail keywords. For example, instead of just searching for "SEO", you could find out about keywords such as "how to improve the SEO of a WordPress site".
3. Market trends : By exploring Quora, you can also identify trends in the questions asked, giving you a better understanding of current topics and the concerns of Internet users.
4. Analysis of search intent Quora questions often reveal the intention behind the search. For example, a question like "How do I optimize my SEO keywords?" shows informational intent. Understanding these kinds of details can help you tailor your content to precisely meet users' intent.
5. Competition By checking out the popular answers on Quora, you can observe the types of content that receive engagement and thus attract inspiration for your own content strategy.

How to use Quora effectively for research :

• Keyword search Use Quora's search bar to find topics or questions related to your interests. keywords targets.
• Question analysis : Examines questions asked by users to see if there are any variants of keywords you hadn't considered.
• Check commitment Observe the number of responses and views on the questions to gauge interest in certain topics. keywords.
• Take part in discussions Participating in discussions or answering questions can help you generate content and engagement while using keywords naturally.

Quora is an excellent complement to traditional research tools, offering a unique perspective on users' real questions and needs. This allows you to better identify keywords to integrate into your SEO strategy.

Conclusion

Visit keywords are at the heart of any effective SEO strategy. Choosing the right wordsunderstanding their intent and analyzing the competition are essential steps in optimizing your content. By using the right tools, exploring platforms like Quora and properly assessing the competitiveness of keywordsyou can improve your positioning and attract targeted, qualified traffic. The words you choose today will have a direct impact on your SEO success tomorrow.