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Demystifying Keyword Phrases: A Crucial Element in SEO

Magnifying glass with many wood letters of English alphabets, Keyword Phrases.

What Is a Keyword Phrase?

In digital marketing, a keyword phrase, often referred to simply as a keyword, keyphrase, or search query, plays a pivotal role.

This specialized combination of words represents the foundation upon which you build your web page's visibility and ranking within search engines.

Consider the example of "best ERP solutions" – a prime illustration of a keyword phrase.

It's not just a sequence of words; it's a strategic keyword.

However, the perception of keyword phrases can vary from person to person.

Keyword vs. Keyword Phrase: Debunking the Distinction

In digital marketing, a debate often arises about the distinction between keywords and phrases.

The conventional belief is that keywords consist of singular words like "ERP" or "CRM," while keyword phrases encompass multi-word terms such as "Top Cloud ERP Solutions" or "Best CRM."

However, within the SEO community, experts find a slight substantial disparity between the two.

In the industry's standard terminology, they are collectively referred to as keywords.

Alternatively, one can use the term "keyword phrases," although it's less commonly employed.

Google search image with the keyword phase "Top Cloud ERP Solutions"

This is both a keyword phrase and a keyword

Nevertheless, the term "keyword phrases" does underscore the concept of a more targeted approach, emphasizing the significance of specific, multi-word terms in contemporary SEO strategies.

Hence, it is not uncommon to hear them referred to as "long-tail keywords," which often provide a more precise description.

The Significance of Keyword Phrases in SEO

In the ever-evolving landscape of SEO, the importance of targeting keyword phrases cannot be overstated.

With a strategic focus on these phrases, your webpage may be able to attract the coveted organic, unpaid traffic from search engines like Google, regardless of your efforts.

Users who type specific phrases into search engines expect content that closely aligns with their queries.

By seamlessly incorporating these keyword phrases into your content, you effectively communicate to search engines that your page offers the precise information or solutions users seek.

Assuming you uphold high standards of content quality and meticulously optimize your webpage and overall site, search engines are more likely to rank your content favorably in search results.

This, in turn, results in an influx of valuable traffic to your website.

Furthermore, it's crucial to recognize that traffic generated through keyword phrases is often exceedingly specific.

For instance, "Best Cloud ERP" appeals specifically to companies looking for a cloud ERP rather than a generic audience interested in ERP.

This specificity not only attracts users who are more inclined to engage with your content, products, or services but also increases the likelihood of converting them into loyal, paying customers.

Unlocking Keyword Phrases for Your Website

In the quest for optimal SEO performance, the journey begins with identifying the correct keyword phrases for your website.

Here's how to embark on this crucial endeavor:

1. Discover Your Current Ranking Keywords

If your website already ranks for specific keyword phrases, it's wise to leverage them for enhanced performance.

To uncover these keywords, Google Search Console becomes your ally.

Access the tool and navigate to the "Search results" report, focusing on the "Queries" tab.

By default, the report displays keyphrases where your website ranks prominently (ensure you've checked the "Average position" box for ranking positions).

Scan the list, identifying keyword phrases where your site ranks fourth or higher.

To pinpoint the relevant pages, click on the keyword in the table and then access the "Pages" tab.

With strategic optimizations, you can ascend to higher-ranking positions, resulting in a significant traffic boost.

Optimizations typically involve:

  • Ensure the keyword phrase is strategically placed in the title tag, URL slug, meta description, headers, and content.

  • Align your page to satisfy the search intent, catering precisely to users' needs.

For instance, if your keyword phrase is "best ERP Food and Beverage solution," your page should explain why you have the best solution by adding client reviews and how you’re solving Food and Beverage issues.

This ensures that visitors find precisely what they're searching for.

These optimization strategies bolster your ranking positions for chosen keyword phrases.

2. Uncover Your Competitors' Keyword Phrases

A competitive analysis provides another avenue for discovering valuable keyword phrases.

Your competitors are already targeting keywords that resonate with their audience, saving you the effort of starting from scratch.

To unveil your competitors' keywords, you can turn to a tool like Semrush's Organic Research tool, which offers insights Google Search Console can't match.

Open the tool, input your competitor's website, and initiate a search.

Navigate to the "Top Keywords" section and select "View all # keywords."

Here, you'll gain insights into their target keyword phrases and crucial metrics like search volume (average monthly searches) and keyword difficulty (ranking competitiveness).

For new websites with limited backlinks, opt for keyword phrases with low difficulty. Use the "KD" filter and set difficulty to "Easy" to identify these keywords.

This curated list becomes your focus, offering keywords that are easier to rank for.

Repeat this process with a few key competitors to compile a robust set of keyword ideas.

3. Conduct Comprehensive Keyword Research

Traditional keyword research, powered by professional tools like Semrush's Keyword Magic Tool, remains a potent method to uncover keyword phrases.

Open the tool, insert your seed keyword (a broad term related to your business), and initiate the search.

You'll be presented with many keyword phrase ideas within your niche.

Delve deeper by exploring question-based keyword phrases in the "Questions" tab.

Review each keyword, selecting those that align with your website's goals and relevance.

With these strategies, you should have a rich collection of keyword phrases ready for website optimization.

To further enhance your SEO journey, consider exploring our comprehensive guide to keyword optimization through on-page SEO techniques.

Monitoring Your Keyword Phrase Rankings

Once your website has been meticulously optimized for SEO keywords and phrases, it's imperative to maintain a watchful eye on your performance.

Monitoring your progress is essential to gauge the effectiveness of your optimization endeavors.

To keep tabs on how your webpages fare regarding keyword phrase rankings, rely on Semrush's powerful Position Tracking tool.

This tool provides a comprehensive view of your website's ranking position history concerning your chosen keyword phrases.

Position Tracking Tool's Rankings Overview Table

Keep a close watch on your rankings over time.

An upward trajectory in your rankings indicates that your optimization strategies are yielding positive results.

Conversely, if you observe a decline or stagnation in your rankings, it may be time to reevaluate and refine your SEO strategy.

Ready to Boost Your Digital Presence?

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Our team of seasoned experts is committed to optimizing your digital strategy, ensuring that your website not only ranks higher but also attracts the right audience.

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About the Author

As the co-founder of Marketeery, Jon Rivers brings 20+ years of experience working with Microsoft, Oracle/JDE Edwards, MSPs, Technology Partners, and ISVs to drive business growth and revenues.

Jon has been recognized as a partner community pioneer for his proven marketing skills – social media, SEO, strategy, and design. His passion runs deep regarding analytics; he loves understanding how traffic gets to the client’s website and how it performs.

He loves to write engaging content and works closely with our graphic designers to ensure the design elements stand out.

His technical background and sales and marketing skills allow him to understand solutions out of the gate and help drive better marketing campaigns.

Jon is a frequent speaker at many Microsoft-focused (Inspire, Directions, Community Summit) and technology events and serves on multiple boards, including the Directions North America Board, supporting the Dynamics 365 Community.



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