Keyphrase Strategy Tools
Understanding what terms and phrases your business’s target audience use when searching online
can be fairly easy to approach, when using the right tools correctly.
When it comes time for you to develop a complete keyphrase strategy for your business, try the following recommended resources.
If you find yourself still struggling, make sure to give us a call!
Google Keyword Planner
One of the most recognized available tools online, this also happens to be
free to use, as long as you have a Gmail account.
The keyword planner allows you to plug in various terms, phrases, and concepts in order to get a top level understanding for:
- How often a term or phrase is used online each month
- What the average cost of each term or phrase might be, in terms of PPC ads
- How each term is connected to a general theme or category
- What other terms are similar in definition
Overall, Google Keyword Planner is a great way to gain an initial understanding for what terms your
business should build content around in order to increase your authority for a specific concept or
A general rule of thumb is that if you’re a smaller company try not to choose terms that exceed 1,500
monthly searches. Such terms are very competitive and will be extremely difficult to rank for; it would
take a great deal of content and link building to accomplish.
Also, if you happen to see a “0” or a blank space connected to the monthly search volume of your
researched Keyphrase or statement, that doesn’t actually mean that buyers aren’t using that term
when searching online.
Rather, it indicates that Google Keyword Planner is unable to interpret the validity of usage of that particular term. This situation often takes place when trying to find the monthly search volume around a long tail Keyphrase, question, or statement.
This is a great, easy-to-use tool that allows you to gain greater insight around the most popular or widely used terms, as it relates to every major search engines, e.g., Google, Bing,
You can use this tool to get a historical understanding for how various terms resonate with searchers, what locations they are most used within, and what alternative phrases are used in conjunction with the industry you compete within.
And there are plenty of paid tools. Many offer free trials, so you can see if they deliver before you make a commitment.
How often should I use keywords in my content? What should I know about keyword density?
Keyword density (SEO) is the number of times a keyword or key phrase appears on a web page as a
percentage of the total number of words on the page.
There’s really no optimal keyword density for your content, but if it’s so dense as to look like you’re stuffing keywords into your copy for the sake of optimization, you might draw a penalty. Some experts peg between 0.5 and 2.5% as good percentages to strive for and something as high as 4% as likely to draw a penalty, but that’s not what really matters.
What does matter is that you write for your reader, not for the search engine. It’s good if your
keyword is in your headline and SEO title, and a few of your subheads, but never distort natural copy
to accommodate a keyword.
If you’re writing naturally, you’ll tend to use synonyms and vary your phrasing, and Google (among other search engines) has begun to look for this.
They’re getting better at understanding context – and you can help them by using well-written, informative content that includes words they would expect to find in that context.
If you’re writing about German Shepherd dogs as pets, for instance, the search engine might like to
see “working dog”, “puppy”, “black and tan”, “kennel”, “AKC”, and so on.
If you’re writing about German Shepherds as police dogs, the search engine might know better what to return if you include words like “police”, “police dog”, “K-9”, “attack dog”, “bite training”, and so on.
You may hear the terms ‘co-occurrence” and “proof words” in connection with content that includes
more synonyms and related terms. These are good things, and occur naturally in well-written copy
that’s meant to fulfill a searcher’s question.