The world of digital marketing is constantly evolving. Among all, keywords are the core elements of Search Engine Optimization (SEO) and play a critical role in determining website traffic inflow and user engagement. However, many companies and marketers are aware of the importance of keywords but do not fully understand effective keyword analysis and utilization methods. In particular, keyword strategies utilizing the latest technology—Generative AI—are still unfamiliar territory for many.
In this article, we will delve into the meaning and types of keywords appearing in Search Console, key metrics for keyword analysis, and innovative keyword strategies utilizing generative AI. Additionally, we will practically apply keyword setting methods through HTML code and explore the SEO optimization effects that can be obtained through this.
1. Introduction
Keywords have meanings beyond just search terms. They play a key role in identifying users' search intent and needs, providing appropriate content, enhancing website visibility, and improving user experience. However, in a changing digital environment and complex user behavior patterns, establishing an effective keyword strategy is not easy.
The Importance of Keywords
Keywords act as a bridge between search engines and users. The words that users type into the search bar to find information on a specific topic or product are keywords. Effectively analyzing and utilizing these keywords can yield the following benefits:
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Increased Traffic Inflow: Optimizing content using appropriate keywords increases the likelihood of appearing at the top of search results.
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Enhanced User Engagement: Content that matches the user's search intent leads to higher engagement and conversion rates.
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Strengthened Brand Awareness: A consistent keyword strategy helps reinforce brand image and messaging.
The Need to Re-examine Keyword Analysis
Competition in the field of digital marketing is becoming fiercer day by day. The emergence of new technologies and tools requires marketers to have more complex and sophisticated strategies. In particular, the evolution of search algorithms and changes in user search patterns have prompted a re-evaluation of existing keyword strategies.
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Changes in Search Algorithms: Major search engines like Google continuously update their algorithms to provide better search results to users. This means that SEO methods that simply increase keyword density are no longer valid.
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Changes in User Search Patterns: The increase in voice search and mobile search has made long-tail keywords and natural language processing more important.
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Emergence of Generative AI: With the advancement of AI technology, new possibilities have opened up in keyword analysis and content creation. Utilizing this can help establish more efficient and effective marketing strategies.
Therefore, it is time to recognize the importance of keywords once again and establish effective keyword strategies by utilizing the latest technologies and tools.
2. What Are the Keywords Appearing in Search Console?
Google Search Console is an essential tool for monitoring and improving a website's search performance. In particular, it is very helpful in establishing SEO strategies as it allows you to identify and analyze the keywords through which users are accessing your site.
Actual User Search Terms
Search Console provides a list of keywords from the actual search terms that users have entered into the search engine and through which they have accessed our website. This allows you to see which search terms users are visiting your site with, and is useful for content optimization and discovering new keywords.
Keywords Based on Impressions and Click Data
Additionally, Search Console provides impressions and actual clicks (Clicks) for each keyword displayed in search results. Through this, you can identify which keywords have high impressions but low clicks, or conversely, which have low impressions but high click-through rates.
Types of Keywords
Keywords can be classified into various types based on their characteristics. Each keyword type requires different strategies and approaches.
1. Main Keywords
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Definition: General and broad keywords that represent a core topic or product.
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Characteristics: High search volume and high competition. Examples include "smartphone," "diet," etc.
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Utilization Strategy: Main keywords can bring high exposure but are difficult to rank high due to fierce competition. Therefore, it's effective to establish strategies by combining long-tail keywords centered around main keywords.
2. Long-tail Keywords
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Definition: Long-form keywords that contain specific and detailed user intent.
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Characteristics: Low search volume but less competition and higher conversion rates. Examples include "wireless earphone recommendations," "summer diet meal plans," etc.
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Utilization Strategy: Utilizing long-tail keywords can target niche markets and provide more personalized content to users.
3. Brand Keywords
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Definition: Keywords that include brand names or product names.
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Characteristics: The higher the brand awareness, the higher the search volume. Examples include "Apple iPhone," "Nike sneakers," etc.
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Utilization Strategy: Monitoring brand keywords to manage brand reputation and optimizing related content is important.
4. Non-brand Keywords
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Definition: General topic or product-related keywords unrelated to a specific brand.
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Characteristics: Effective in attracting new customers.
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Utilization Strategy: By understanding potential customers' needs through non-brand keywords, you can provide appropriate content.
3. Keyword Setting Methods and HTML Code Examples
To effectively utilize keywords, they must be appropriately reflected in the web page's HTML code. Search engines analyze the web page's code to understand the content's topic and relevance.
Setting Keywords Through Meta Tags
Meta tags are HTML elements that define a web page's metadata and help search engines understand the page's content. In particular, tags like <title>, <meta name="description"> directly impact SEO.
Setting the Title Tag (<title>)
The <title> tag is the title displayed on the browser tab and is the first element visible on the search results page. Therefore, it's important to write an attractive title that appropriately includes keywords in this tag.
Example Code:
<title>SEO Optimization Methods Through Keyword Examples</title>
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Explanation: In this example, we've constructed the title by combining the main keyword "SEO optimization methods" with the long-tail keyword "keyword examples."
Writing the Meta Description (<meta name="description">)
The <meta name="description"> tag provides a summary of the page and is displayed in the search result snippets. Including keywords naturally in this section can enhance the click-through rate (CTR).
Example Code:
<meta name="description" content="This article covers keyword settings and SEO optimization methods.">
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Explanation: Naturally included the main keyword "SEO optimization methods" and the long-tail keyword "keyword settings."
Utilizing Heading Tags (<h1> ~ <h6>)
Heading tags define the structure of the content, and search engines use them to understand the importance of the content. It's good to include primary keywords in heading tags to emphasize them.
Example Code:
<h1>The Importance and Methods of Keyword Setting</h1>
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Explanation: The <h1> tag is the most important heading on the page, and we've included the main keyword.
Using the Alt Text in Image Tags (<img alt="">)
The alt attribute of an image is the text displayed when the image fails to load, and it helps search engines understand the image. You can appropriately include keywords here as well.
Example Code:
<img src="keyword-analysis-graph.jpg" alt="Keyword Analysis Graph">
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Explanation: Improved image SEO by including keywords in the image filename and alt attribute.
Meta Keywords Tag in Modern SEO
In the past, the <meta name="keywords"> tag was used to list keywords, but currently, most search engines do not reference this tag. Excessive keyword usage can even be recognized as spam, so caution is needed.
Example Code:
<!-- The meta keywords tag is currently not used by most search engines. -->
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Explanation: It's better to omit or minimally use the meta keywords tag.
Precautions When Setting Keywords
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Naturalness: Overly inserting keywords can have adverse effects.
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User Experience: The priority is to provide valuable information to users.
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Avoid Duplication: Excessively repeating the same keyword can result in penalties from search engines.
4. Types of Keywords and Analysis Methods
Understanding the types of keywords and applying appropriate analysis methods to each is essential for establishing an effective SEO strategy.
Main Keywords
Analysis Methods
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Check Search Volume and Competition Level: Use tools like Google Keyword Planner to identify the search volume and competition rate of main keywords.
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Explore Related Keywords: Find keywords related to the main keyword to expand content.
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Evaluate Site Relevance: Assess how closely the main keyword is related to the site's primary content.
Utilization of Generative AI
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Keyword Expansion: Utilize generative AI to generate related topics and long-tail keywords for main keywords.
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Content Idea Generation: Discover new content topics based on keywords through AI.
Long-tail Keywords
Analysis Methods
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Analyze User Search Intent: Deeply understand what users want through long-tail keywords.
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Check Search Volume and Trends: Confirm whether long-tail keywords, though low in search volume, are consistently searched.
Utilization of Generative AI
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Keyword Discovery: Quickly discover various long-tail keywords using AI.
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Natural Language Processing: Predict user intent through AI's natural language processing capabilities and generate appropriate keywords.
Brand Keywords
Analysis Methods
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Monitor Brand Awareness: Understand brand awareness by tracking changes in the search volume of brand keywords.
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Compare Competitors: Evaluate your position in the market by comparing with competitors' brand keywords.
Utilization of Generative AI
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Keyword Expansion: Generate keywords related to the brand for use in marketing campaigns.
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Feedback Analysis: Gain insights about the brand by analyzing user reviews or social media mentions.
Non-brand Keywords
Analysis Methods
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Identify Market Trends: Understand current market interests through non-brand keywords.
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Conduct Content Gap Analysis: Find opportunities by identifying keywords not covered by competitors.
Utilization of Generative AI
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Discover New Keywords: Find non-brand keywords not addressed by competitors through AI.
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Predict Market Trends: Predict future trends through AI analysis and respond proactively.
5. Key Metrics for Keyword Analysis
To objectively evaluate the effectiveness of keywords, various metrics need to be utilized.
Impressions
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Definition: The number of times a specific keyword is displayed in search results.
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Utilization: High impressions mean high search volume for that keyword. If it doesn't lead to clicks, you may need to improve the title or meta description.
Clicks
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Definition: The number of times the site is clicked through that keyword in search results.
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Utilization: Clicks are directly related to actual traffic, so it's an important metric.
Click-through Rate (CTR)
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Definition: The ratio of clicks to impressions.
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Utilization: If CTR is low, you need to improve your position in search results or the attractiveness of the snippet.
Average Position
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Definition: The average ranking displayed in search results for that keyword.
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Utilization: The higher the average position, the better the SEO performance of that keyword.
Data by Search Type
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Utilization: Analyze data by various search types such as web, images, videos, etc., to establish optimization strategies.
6. Innovations in Keyword Analysis Using Generative AI
Generative AI is a field of artificial intelligence that generates new content or information based on given data. Applying this to keyword analysis and SEO can yield more efficient and effective results than traditional methods.
What Is Generative AI?
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Definition: A field of AI that learns large amounts of data to generate new text, images, audio, etc.
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Characteristics: Excellent natural language processing (NLP) capabilities and can generate content similar to human level.
Keyword Recommendations and Expansion
Generating Related Keywords for Main Keywords
By utilizing generative AI, you can quickly generate various keywords related to main keywords. This helps reduce the time spent on keyword research and aids in discovering new ideas.
Discovering Long-tail Keywords
AI can analyze user search patterns and contexts to generate meaningful long-tail keywords. This allows you to effectively find keywords with less competition and higher conversion rates.
Understanding User Intent Through Natural Language Processing (NLP)
By utilizing the NLP functions of AI, you can more accurately understand user search intent. This helps to understand not just the superficial meaning of keywords but what users are actually looking for.
Automating Content Creation
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Keyword-based Content Creation: AI can generate high-quality content based on given keywords.
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Automatic Generation of SEO Elements: Automatically generate and optimize important SEO elements such as titles, meta descriptions, headings, etc.
Real-time Trend Analysis
AI can quickly process large amounts of data to analyze the latest search trends. This allows for swift response to rapidly changing market situations.
7. Strategies to Establish After Checking Keywords
Based on insights gained from keyword analysis, specific strategies need to be established.
Improving Keywords with High Impressions but Low CTR
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Identifying Issues: Keywords with high impressions but low clicks may have unattractive snippets or meta information.
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Solution: Improve titles and meta descriptions and enhance CTR by utilizing rich snippets.
Utilizing Keywords with High CTR but Low Impressions
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Opportunity Capture: Keywords with high CTR but low impressions have high potential.
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Strategy Establishment: Expand content centered around those keywords and increase exposure by increasing backlinks.
Discovering New Keywords Through Generative AI
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Keyword Diversification: Discover new keywords using AI and reflect them in content.
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Responding to Market Changes: Respond quickly to market changes through real-time trend analysis.
Establishing Strategies by Keyword Type
Main Keyword Strategy
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Competitor Analysis: Analyze competitors' main keywords and establish differentiated strategies.
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Improving Content Quality: Provide in-depth content to emphasize expertise.
Long-tail Keyword Strategy
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Targeting Niche Markets: Utilize long-tail keywords to target specific user groups.
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Enhancing Conversion Rates: Improve conversion rates with customized content that matches user intent.
Competitor Keyword Analysis
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Securing Competitive Advantage: Find keywords that competitors are missing and strategically utilize them.
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Evaluating Market Position: Analyze keyword overlap with competitors to understand your position in the market.
Optimization by Region and Device
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Regional Targeting: Strengthen local SEO by utilizing popular keywords by region.
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Mobile Optimization: Provide optimized content and UI for mobile users.
8. Practical Application Cases
Let's look at how the strategies mentioned above are applied and what results they bring through actual cases.
Keyword Setting and HTML Code Application Example
An e-commerce site optimized a page by utilizing the main keyword "wireless earphones" and the long-tail keyword "noise-canceling wireless earphone recommendations."
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Title Tag:
<title>Noise-Canceling Wireless Earphone Recommendations | XYZ Store</title>
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Meta Description:
<meta name="description" content="Discover the best noise-canceling wireless earphones at XYZ Store. Compare various brands and the latest products to help you make the best choice.">
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Heading Tag:
<h1>Best Noise-Canceling Wireless Earphone Recommendations</h1>
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Image Tag:
<img src="wireless-earbuds.jpg" alt="Noise-Canceling Wireless Earphones Image">
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Result: The page ranked high in search results with the long-tail keyword and significantly improved conversion rates.
Keyword Analysis Example Utilizing Generative AI
A content marketing company utilized generative AI to discover new keywords and create content based on them.
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Keyword Discovery: AI suggested long-tail keywords like "Ways to Improve Productivity in Remote Work," "Online Collaboration Tool Recommendations."
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Content Creation: Created blog posts and infographics based on these keywords.
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Result: Traffic through new keywords accounted for 25% of the total, and conversion rates increased.
Comparing Results Before and After Strategy Application
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Before Strategy Application: Focused only on main keywords, resulting in low exposure and clicks due to intense competition.
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After Strategy Application: Applied strategies utilizing long-tail keywords and generative AI, significantly improving traffic and conversion rates.
9. Conclusion
Keywords are still one of the most important elements in digital marketing. However, it's necessary to redefine keyword strategies in line with changing environments and technologies and utilize the latest tools and technologies.
Importance of Continuous Keyword Monitoring
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Responding to Trend Changes: Since the importance of keywords changes over time, continuous monitoring is necessary.
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Measuring Performance: Regularly analyze the performance of keywords to revise and improve strategies.
Establishing SEO Strategies Based on Generative AI and Data
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Improving Efficiency: Utilizing AI can reduce the time spent on keyword research and content creation.
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Enhancing Effectiveness: Maximize marketing effects through data-based decision-making.
Need for Customized Strategies by Keyword Type
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Balancing Main and Long-tail Keywords: Utilizing both types of keywords in balance allows you to reach a wider range of users.
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Providing Customized Content: Enhance user experience by providing content that matches the characteristics of keywords.
10. Additional Tips
Utilizing Search Console and Generative AI Tools in Conjunction
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Integrated Data Analysis: Conduct deeper analysis by linking Google Analytics and AI tools.
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Real-time Response: Respond quickly to market changes through real-time data analysis.
Reflecting Latest SEO Trends
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Optimizing for Voice Search: Utilize natural language long-tail keywords in response to the increase in voice search.
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Mobile-first Indexing: Optimize the mobile user experience to respond to search engines' mobile-first priority.
Importance of HTML Code Optimization
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Maintaining Clean Code: Clean code allows search engines to crawl and index pages more easily.
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Improving Accessibility: Enhancing web accessibility improves user experience, which also positively affects SEO.
Continuous Learning and Updates
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Understanding Algorithm Changes: Continuously learn about changes in search engine algorithms and reflect them in strategies.
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Researching Market Trends: Monitor industry trends and competitors' movements to respond proactively.
References
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