Want to improve your search rankings and attract your target audience? Whether you call them "target query," "keyword," or "key phrase," these terms are the keys to increasing your online visibility. Simply put, they're the words or phrases your potential audience types into search engines to find information, services, or products. Don't let your site get lost in the Google abyss! In this article, I'll reveal everything you need to know and guide you through choosing your keywords.
What is a target query?
Defining a target query
For the owner of a website, the SEO target query corresponds to the main keyword around which a web page is optimized.
These are the terms that Internet users type into search engines (Google, Bing, etc.) to find specific answers to their needs. They are often linked to a specific search intent.
➡️ Example: comfortable and elegant women's shoes
To remember : a web page = a specific keyword
What is the purpose of keywords in SEO?
Choosing the right keywords attracts the attention of Internet users and indexing robots. These robots scan, index and rank pages based on several criteria, including: target queries. Why does this matter so much? Reaching the top of the organic results offers a considerable advantage, especially when you consider that the first three results on Google capture approximately 60 % clicks (Source: Moz) Carefully optimized content around a relevant keyword not only increases your chances of ranking in first page ; it also targets the right people and boosts your conversion rate.
Choosing the right target query to optimize your online visibility
Each target query must be well chosen in order to attract qualified traffic to your site, but also to convert your audience.
Define your marketing persona
Who is your target audience on the web? By creating and understanding your persona, you will sharpen your messages for tailor-made communication. This will help you choose targeted keywords and create content that resonates deeply with your audience.
➡️ What will she type into Google to discover you online? Understanding her vocabulary is key to capturing her attention and engaging effectively. The more you master her language, the better you'll connect with your audience.
Consider search intent
Search intent is the secret to reaching your target audience: it reveals exactly what your users want to find. Each category of intentional keywords guides users through different stages of their purchasing journey.
Informational keywords
Internet users want to get a specific answer to a question or access general information.
➡️ Visit Paris
Commercial keywords
The Internet user shows a keen interest in a product or service.
➡️ Car insurance comparison
Transactional keywords
The Internet user wants to take action or buy something.
➡️ Buy SNCF ticket
Navigational keywords
The Internet user is trying to access a website that he already knows or a specific web page.
➡️ Facebook.com
Prioritize long tail keywords
Until 80% traffic of a website comes from long tail keywords. These phrases three words or more attract qualified traffic and offer a better conversion rate, despite a lower search volume.
Example of a generic keyword: “family vacation”.
Example of a long tail keyword: “best family vacations in France”.
Conduct a competitive SEO analysis
Wondering how to stand out among competitors targeting the same audience as you? Conduct a thorough competitive analysis. Don't be intimidated by the fierce keyword competition; there's always a niche for you with the right strategy. Use tools like SEMrush to assess the SEO difficulty target queries and inspect search results (SERP) leaders.
➡️ Who are these sites that dominate the first page of results? Evaluate their editorial content, the quality of their backlinks, and their authority domain (DA). How can you do better to stand out?
Balancing competition and volume in keyword selection
But then why worry about the search volume of a keyword Without search, there's no traffic. Without traffic, there are no conversions. And without conversions, sales become a challenge.
For example, rather than aiming broadly at " Photographer » with its 110,000 monthly searches, you could choose:
➡️ Wedding photographer: 1600 monthly searches
➡️ Photography studio: 800 monthly searches
➡️ Photographer near me: 1000 monthly searches
➡️ Photographer Saumur: 390 monthly searches
➡️ Photographer 49: 210 monthly searches
Think targeted, think local! These terms, while less searched, attract a specific audience ready to engage. Incorporate seasonal variations and prioritize target queries directly related to your services. Even zero-volume keywords deserve attention: Internet users' searches are getting longer (the famous long tail). We are also seeing new terms previously unknown to the battalion flourish on the web, but also the appearance of very specific niches, etc. These emerging terms can very quickly gain popularity.
As you will have understood, I advise you to choose the winning strategy : keywords that deliver qualified traffic (and conversions) without putting you in a fierce battle for visibility.
Ensure the relevance of the query
Users are looking for specific answers—whether it's information, products, or solutions to their problems. The key is to choose keywords that directly reflect the content of your page or site.
➡️ Example of an irrelevant query:
“Tips to save on energy bills” on a website that sells energy-efficient appliances.
Why? While this is about saving energy, visitors are looking for tips on how to reduce their bills. They're probably not interested in buying new appliances, but rather in tailored advice on how to change their consumption habits. Aim for consistent keywords and aligned with the interests of your target audience.
How to find the right keywords?
➡️ Trust your first intuition, often underestimated!
Then, equip yourself with SEO tools such as SEMrush or Ubersuggest to decipher your audience's searches and your competitors' keyword strategies.
Browse the forums and user-generated content (UGC) to understand the real concerns of your target audience. Let yourself be guided by the Google suggestions snapshots and the related searches to track your audience's digital steps. Also in the Google family, don't miss out on Google Trends to capture current trends. online reviews ? They are a goldmine for discovering authentic keywords. Complete your toolbox with Answer the Public to directly view your audience's questions. Finally, take advantage of the social networks and make every interaction in your daily life enriching (active listening).
Where to place the target query in the text of a web page?
Congratulations, you've chosen your target query! Now it's time to get writing. Your mission, should you choose to accept it, is to create content that resonates with both Google and your readers. Enrich your articles with secondary keywords and flesh out the lexical field. But above all, integrate your keywords into the hot spots on the page in a natural way:
- The title.
- The H1.
- At the beginning of the introduction.
- At least one H2.
- The body of the text.
- The conclusion.
- The URL of your page.
- Alternative text for images (ALT).
- Link anchors.
How do I know if my SEO query is effective?
To determine the effectiveness of your SEO query, focus on these key points:
- SERP Ranking: Check your position in search results using tools like SEO Hero Ninja or Google Search Console.
- Click-through rate (CTR): Check the CTR in Google Search Console and evaluate the strength of your titles and meta descriptions.
- Organic traffic: Use Google Analytics to see if traffic generated by your keyword is increasing.
- Visitor Engagement: Analyze time on page and bounce rate to measure the interest and relevance of your content.
- Conversions: Track key actions like purchases or registrations (newsletter, webinars, etc.) to see if the query is attracting the right type of visitors.
With these key metrics, you'll see exactly how your keywords are performing. You'll then be able to fine-tune your SEO strategy and boost your results.
What is Yoast SEO target query?
Yoast SEO is a very popular WordPress plugin designed to help optimize your content for search engines. It allows you to choose a primary keyword, called target query, which you want to optimize to improve your page ranking.
By entering this keyword into Yoast, the tool automatically analyzes your content and gives you concrete advice on how to adjust your titles, texts, and metadata to better match this target query.
But be careful, Yoast doesn't do everything! Getting green lights is good, but it doesn't replace a SEO strategy Well thought out. Reaching the first page also depends on the competitiveness of the keywords, the quality of your content and your netlinking strategy.
What to remember
In conclusion, choosing your target query is a key step in an SEO strategy. However, it's easy to make mistakes. Therefore, we know that it's important to understand your target audience, conduct a thorough analysis of relevant terms, and consider search volume, competition, and authority. Don't just stick to popular keywords; select niche phrases as well (long tail keywords are welcome). Finally, remember that keyword optimization shouldn't compromise the quality of your content! Write for your core customers first and foremost by offering relevant and engaging content. You're now ready to improve your online visibility, attract qualified leads, and achieve your SEO goals, all while avoiding common mistakes.
