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A keyword is a term or word that highlights the topic of your content. It allows your target audience to find your content easily. Using the right and relevant term is key to making your content rank higher in SERPs (Search engine results pages) and achieves search engine optimization.  For example, when searching for web development companies the search terms used by people maybe “web development companies”, “web developers in Riyadh”, “website development” etc.

Here we provide a brief guide to keyword research that can help you establish a successful SEO strategy.

Keyword Categories

The major kinds of keywords used are as follows

  1. Informational: Terms used to find information about a topic e.g. “website development”.
  2. Transactional: Terms assisting in making a transaction e.g. “cost of developing a website.”
  3. Navigational: These terms are meant to find a particular company or service e.g. “Dtech systems”.
  4. Short Tail: These terms are short in length from 1 to 3 words and are broad in nature. E.g. “digital marketing agency”, “SEO strategy” etc.
  5. Long Tail: These are longer and more specific and narrow e.g. “reputable digital marketing agency in Riyadh”, “SEO strategy for blogs” etc.

Keyword Research

Identify your Target Audience

As a starting point for researching your target audience and its characteristics is a good step. Understanding their demographics can give you an insight into the potential search terms that they may use. Such seed keywords can then be used to plan for further keywords.

User Intent

The user or search intent is the intention that the user had when searching against a particular term. For example, an individual types “zipline” and one of the results that show up is a technology company named “zipline”. This was not the expected result hence identifying the user intention is just as important as the actual search terms used.


Instead of focusing on a particular keyword it’s better to keep the theme of the content in mind. This would ensure that you don’t miss out on important terms by excessively narrowing down your list.

Keyword Lists

At this stage, you are ready for making a complete list. This includes any related terms your audience may search.  To expand your seed keywords, you can search for your selected terms and phrases on google and see its related search terms, check the keywords you rank for as well as your main competition. In the end, you should end up with a mix of long and short-tail keywords.

Keyword Tools

Numerous keyword tools are available with most of them being free of cost.  One can simply use the Google search option to come up with related searches or use Google’s free Keyword Planner tool which allows a user to discover keywords and provides a basic output of information related to them.

Leverage Long tail keywords

Targeting long-tail keywords will ensure that the traffic you bring in is better and relevant and would eventually lead to more conversions. These are also very relevant to voice searches where most people will use a conversational style when making a voice search.

Keyword Density

Keyword density is the number of times a keyword is mentioned on the page divided by the number of words per page. The general formula for calculating this density is as follows

(Number of keywords/ Total number of words) * 100

Overstuffing your content may actually lead to penalization from search engines. As a general practice following 1-3% density is a density along with the use of semantic and LSI keywords.

Following these steps can help you get started on managing your SEO strategy. However, there is always the option to outsource your content to professionals. Dtech systems is a digital marketing agency that offers SEO services which include SEO optimized content ranging from web content, articles, blogs and even emails etc. For more information regarding our services visit our website.


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