The Art of SEO: Secrets to Successful Keyword Research and Usage. Step-by-Step Guide

In the article “SEO Optimization for Business: How to Turn a Simple Website into an Effective Tool”, we discussed in detail the reasons and importance of implementing SEO to improve website efficiency. We also examined the key aspects of SEO optimization, including its role in attracting target audiences and enhancing site visibility.

Additionally, the article highlighted the advantages of using specialized platforms like Beautier for website creation, particularly relevant for small and medium-sized businesses in the beauty industry, where ease of management and built-in SEO tools are critical.

In this article, we will focus on a key element of SEO optimization — working with search phrases and keywords, which form the foundation of successful website promotion in search engines. Proper selection and effective use of search phrases (keywords) are the basis of a successful SEO strategy for any beauty website and one of the critical aspects of SEO promotion. Below are the main steps and step-by-step recommendations to help you select relevant keywords and use them correctly to improve your website’s visibility in search engines.

Step-by-Step Guide to an SEO Strategy for Selecting and Using Key Search Phrases and Words

1. Keyword and Search Phrase Research

• Research your target audience and niche: Analyze your audience and identify their questions, problems, and interests within the beauty industry. Study competitors and observe which search phrases they use and which topics are in demand. This can be done by analyzing their content or using specialized SEO tools.
• Use keyword research tools: Segment queries and divide phrases into categories: informational (articles, tips), commercial (product or service descriptions), and transactional (purchases, appointment bookings).

For effective work, use keyword research tools:

Google Keyword Planner: A free tool from Google that helps find popular queries and estimate their volume.

SEMrush, Ahrefs, Moz: Paid services with advanced features, including competitor and trend analysis.

Ubersuggest: A free tool offering keyword ideas and competition data.

• Choose relevant and high-volume keywords: Define the main themes of your site (e.g., makeup, skincare, hairstyles). Based on this selection, choose keywords with high search volume and low or medium competition. Don’t forget to consider seasonal trends and popular new products in the beauty industry.
•  Consider long-tail keywords: Don’t focus solely on the most popular search queries. Ranking high for such phrases is often challenging and expensive. Opt for long-tail keywords (e.g., “best moisturizing cream for dry skin”), which are less competitive and can attract a targeted audience. Such queries often reflect specific user needs and have high conversion rates.

2. Organizing Keywords into Thematic Groups

• Categories: Divide keywords into categories (e.g., skincare, makeup, hair).
• Site structure: Create a website structure reflecting these categories to help search engines index your content more effectively.

3. Optimizing Content with Keywords

• Headings and subheadings: Include main keywords in H1, H2, and H3 tags. Each heading should be engaging and contain the main keyword.
• Meta tags: Use properly filled-out Titles and Descriptions in SEO optimization. Include the main keyword in the Title and make the title attractive for clicks. Briefly describe the page content in the Description, naturally incorporating keywords.
• URLs: Make URLs clear and include a keyword (e.g., beautier.ch/beautier-tips).
• Main text: Naturally integrate keywords into the text. Avoid keyword stuffing, as this can lead to penalties from search engines. Use synonyms and related terms to diversify content.

4. Creating High-Quality and Unique Content

• Useful and unique material: Content should answer audience questions, be informative, and relevant. Search engine algorithms (e.g., Google E-A-T – Expertise, Authoritativeness, Trustworthiness) prioritize quality content.
• Valuable information: Write informative articles, guides, and product reviews that address user questions, focusing on unique products or services.
• Regular updates: Continuously update information, adding new articles, guides, and trend news to maintain high engagement and improve search rankings. Keep content updated to ensure its relevance.
• Mobile adaptation: Most users access sites from mobile devices, so responsive design and page speed are crucial for SEO.
• Multimedia: Use multimedia (images, videos) to enhance the user experience.

5. Image Optimization

• Alt tags: Use descriptive file names and alternative text (alt tags) with keywords.
• Image size: Compress images to speed up page loading, positively impacting SEO. Use tools that allow maximum compression without visible quality loss for users.

6. Technical Optimization and Internal Linking

• Site structure: A clear structure with a logically arranged system of categories and subcategories helps both users and search engines properly index the site.
• Internal linking: Thoughtful linking to related materials within the site helps distribute “page weight” and improve navigation.
• Page interconnection: Link pages on your site using relevant keywords in anchor texts. This helps search engines index your site more effectively and improves user navigation.

7. Local SEO (if applicable)

• Local keywords: If your beauty site targets a specific region, include local keywords (e.g., “beauty salon in Zurich, Berlin, Paris”).
• Site localization: Register your site in local directories and on maps (Google My Business). This helps attract local users from desired regions.

8. Analyzing Results and Adjusting Strategy

• Position monitoring: Regularly check your site’s ranking in search engines for selected search phrases and keywords.
• Traffic analytics: Use Google Analytics or similar tools to evaluate content performance, track traffic, and analyze user behavior.
• Adjustments: Based on collected data, adjust your strategy, improve content, add new keywords, optimize existing content, replace weak keywords with more effective ones, and experiment with new article formats.

9. Following Search Engine Guidelines

• Black-hat SEO: Avoid using black-hat SEO techniques, such as hidden text or buying links.
• Quality SEO: Focus on creating high-quality content and natural optimization.
• Updating and evolving: Stay updated on search engine algorithm changes and adapt your strategy accordingly. Develop your search phrases and improve the quality of provided information.

To summarize, five golden rules of SEO optimization can be highlighted:

1. Thoroughly researching your audience and niche.
2. Selecting keywords using professional tools.
3. Optimizing content with natural keyword usage.
4. Creating high-quality, valuable content for users.
5. Regularly analyzing results and making adjustments.

These rules will help you not only select search phrases effectively but also integrate them into your website’s content, positively impacting its visibility in search engines and attracting targeted traffic.

Additional recommendations from Beautier:

• User Intent: Understand what users seek when entering a query, and aim to provide the exact information meeting their needs.
• Natural usage: Search engines value content written for users, not robots. Use keywords naturally in the text.
• Long-tail keywords: These are often less competitive and attract more targeted traffic. For example, instead of general phrases like “makeup,” use more specific phrases such as “evening makeup tips for a wedding.”
• Mobile optimization: Ensure your site displays well on mobile devices, as mobile traffic continues to grow daily.
• Site speed: Optimize page loading speed, as it affects search engine ranking and user experience.

By following these recommendations, you can effectively select and use keywords for your beauty website, enhancing its visibility in search engines and attracting your target audience.

May your keywords find their users, and may your SEO strategy deliver the desired results! Good luck with your promotion!