So far, we have looked at the technical techniques of multilingual SEO. This article explains in detail about keyword search and how to write an SEO optimization article.
■ Keywords, why is it important?
Think about the path potential customers take to your site. They can click on banner ads or enter the site through search ads. However, there are also ways to attract users, even if you don’t pay.
All you have to do is naturally incorporate the ‘specific’ words and phrases your users search for into your site’s content. This is also the reason for doing SEO. Our goal is simple. Increase your site ranking (to maximize exposure) and increase your organic search amount!
To do this, you need to understand the’language’ the user is using. As users, you have to constantly think about how to search for the content they want to find. No matter how optimized your site is, it is useless to deviate from the user’s “words”. Yes, it’s time to develop your content strategy.
■ Step 1: Extract keywords
The first thing you need to do is find the keywords. Keywords don’t just mean “words.” Phrases such as “technical multilingual SEO” can also be a keyword.
For example, this blog mainly consists of articles related to growth hacking. So the core theme of’Gross Hacking’ should penetrate all content (of course this blog is a personal blog, so it contains personal content, but if it is a commercial site, all content should be oriented in one direction).
When writing about ‘marketing and multilingual SEO’ on this blog, keywords such as ‘multilingual SEO’, ‘global site SEO’, ‘Google top exposure method’, ‘WordPress SEO’ and so on will be the keywords representing the series. These keywords may be categories or sub-categories.
■ Step 2: Create content related to such keywords
If you have extracted keywords, you need to create content for those keywords. If you’ve already built your content strategy and built your content into a single topic, you can optimize it without problems with those keywords.
However, if you create categories with different topics like this blog and the content is updated over a period of time, the story will be different. This is because not all posts can be optimized for that keyword.
Our priority is to create “new” content related to keywords and notify search engines this way. “This site covers a lot of useful articles regarding this keyword, so please update search rankings for these keywords!”, ie raise my site’s ranking!
Continuing the previous example, this blog published a series of articles related to multilingual SEO, raising the exposure of the keyword to within 3 pages. It depends on how much content is written with the keyword, but in experience, at least 4-5 related posts must be accumulated to change the ranking.
■ Step 3: Extend content with long tail keywords
There is a long tail rule. Long-tail keywords are more specific than core keywords. It refers to a relatively ‘uncommon’ keyword. This is usually a long and specific search.
Long-tail keywords for multilingual SEO include’hreflang tag element’ or ‘how to implement hreflang tag’. Anyone searching for multilingual SEO for the first time may not know what the hreflang tag is thus cannot search for it. Therefore, these keywords can be said to be more specific than general keywords.
These long tail keywords are created for some people with very specific needs – who already know some about multilingual SEO and are ready to code – when searching. It’s a niche market in the search world.
The longer your keywords, the easier it will be to climb the search rankings (because fewer people are searching and not much content). Also, the longer the tail keyword, the higher the conversion rate. This is because users searching for specific needs are more likely to click on content written in that search language than users searching with generic keywords.
■ Useful keyword search tools
How do you find those keywords? The answer lies with the user, so it is best to ask the user. However, you can’t find all users and interview them about what keywords they are interested in and how to search. It is just not realistic. Instead, you can easily extract keywords with the following tools:
1. Google AdWords Keyword Planner
If you use Google AdWords Keyword Planner (Click), you can see the search volume and expected bid price for that keyword. You can use it for free just by signing up, but you can proceed by referring to the image below.
First, go to the link and click Sign Up. Without proceeding next, click ‘Switch to Expert Mode’ at the bottom and click ‘Create account without campaign’. Click Submit-Browse Accounts and you will see a screen like the bottom left. If you can’t see the Tools and Settings icon, press Setting to switch back to expert mode.
After that, enter a few keywords and click “Get Results” to see recommended keywords and their search volume (exposure amount), bid price, and more expandable keywords just like in the image at the bottom right. If you click +, keywords are added, and you can compare the search volume of each keyword.
For example, I put seo, search engine optimization, and multilingual seo as keywords. In Korea, the amount searched for seo over the past year is 1k~10k, and the competition situation is not high. Multilingual seo is only 0-10, so it can be understood that it is a ‘long tail keyword’.
Like this you can easily see the search volume, competition rate, and expandable keywords of your keywords.
2. Google Trends
You can also check keywords with Google Trends (clicks). Simply access the site and search by keyword.
3. Google Search Console
You can also use Google Search Console. By installing Google Search Console on your site, you can find keywords searched for by people who have accessed your site, such as:
The site’s CTR has hit a CTR of about 17% with 118 impressions and 20 clicks for the keyword’database requirements’ over the past three months. This is a fairly high number, so writing more related articles will help increase the inflow of the site.
How to install and how to use Google Search Console will be covered in earnest in another article.
Today we learned some of the basic keywords and content strategies you need to know to create content that drives your search rankings. Repeat these steps in the order below and the page will go to the top of the search page.
1) Find keywords.
2) Create keyword-related content.
3) Find long tail keywords derived from the keywords.
4) Create content related to long tail keywords.
SEO simply can’t be dealt with as a technical part. Also, you shouldn’t be mistaken that you can change everything in one effort. So, you need to keep making good content and make an effort.