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Linkable keywords. How important is keyword research for link building strategy?

7 minutes of reading
Linkable keywords. How important is keyword research for link building strategy?
Category SEO

You’ve likely heard before that link building can be an effective way to improve your website’s search engine optimization, but how does it actually work? Link building, also known as backlinking, has been used by businesses big and small since the inception of the Internet as a way to increase traffic flow and promote brand recognition. To be successful with your link building efforts, you first need to know exactly what it entails and how to do keyword research that will work for your business goals.


Understanding keywords

How is it that Google creates a list of pages that matches our query? The answer is very simple on the one hand, and very complicated on the other, because it’s all about keywords. Keywords are words that people use when they search for information on the Internet. As you conduct your keyword research, be sure to include keywords related to your website. The better the match for users’ search intent, the higher your ranking position.

The most common types

  • General keywords – phrases consisting of one or two words, most often used in the context of e-Commerce searches, when users do not yet have precisely defined preferences. Their use is extremely difficult due to high competition and the volume of searches.
  • Branded words – phrases are related to a specific page, but the recipients do not remember its URL address. As the name suggests, they are linked to the company’s name and its domain.
  • Long tail phrases – this type of keywords has a much larger number of words than in the case of general phrases. Users already have specific preferences and know what they are looking for. Positioning long-tail words is easier due to limited competition. Additionally, they contribute to increased conversion. They can also be entries in the form of questions.

Search intent

Search intent is a very important factor when conducting keyword research, and can be determined by researching the keywords themselves. The general idea behind search intent is that people who use certain words in their search queries are looking for something specific. This can help you find out what type of content your readers are interested in reading and they’re most likely willing to share with others. And although there is a whole lot of recipients, specialists have distinguished four overriding needs of using the network.


The intent behind informational search is typically just to gain knowledge and understanding of a topic. This type of search is often used by people who are not looking for a specific answer about the subject. Generally, you should look at what keywords have the most searches over the last year if you’re trying to find an idea keyword with high intent.


Navigation queries assist in finding specific websites or on specific web pages (for example, homepage or about page). People looking for this kind of search tend to be more focused and intent.


Commercial inquiries are those made at the beginning of a purchasing process. We already have an objective in mind. Currently, we are looking for information about a specific product or service for the purpose of conducting market research. There are often opinions, reviews, and comparison questions.


Search intent with transactional intent involves people looking to buy stuff online and browsing the web for the best deal. Searching with transactional intent means a person knows what they want to buy and just wants to get to that product page as soon as possible.

Link building is the process of getting other websites to link back to your site. The more sites that have links pointing at you, the higher your website will rank in Google’s search engine results. However, it takes time to build these links and they are not guaranteed. If done correctly, however, you can greatly increase your chance of ranking well on Google.

A good link-building strategy includes:

  • Choosing keywords that are relevant to your content.
  • Doing keyword research about what words people use when searching for topics related to yours.
  • Creating a list of target websites.
  • Creating content designed specifically with linking opportunities in mind.
  • Establishing relationships with webmasters.

Use your keywords in the right places

These words connect with links because they are the way that people find your content when they come to a web page. By researching keywords, you can find out what types of keywords people might search for so that you can create more posts or pages around those topics which will then give them more reasons to click through and link back to your site.

Conducting keyword research is an important part of your link building strategy. It’s difficult, however, because there are so many factors that need to be considered. Factors such as search volume, competition, content relevance and focus on particular topics can all affect the success of your campaign.

URL address

Your URL address is an integral part of your link building strategy. Make sure it contains keywords that are related to your site or you’ll have a hard time directing your audience’s attention where it should be. Include keywords in ddress, but don’t overuse them so they can’t be read, it might also make people question the relevance of your site if they’re made to scroll through many links before they find what they were looking for.

Anchor text

Anchor text is the hypertext, or clickable text, that you use to link from one web page to another. Anchor texts are usually found in a list at the end of an online document and are typically highlighted in blue. Anchor texts should be SEO-friendly, but also include keywords that match the content of your page or post. However, avoid putting too many keywords in one anchor text and keep them diverse so it doesn’t seem spammy or unnatural.


It’s important because links are a way of showing off your content and expertise. There are a lot of strategies you can use to get more links. You can start by brainstorming keywords related to your business or blog post topic.

When you start blogging, it’s tempting just to write whatever pops into your head because you want to get started as quickly as possible. But don’t neglect keyword research. It’s important for getting people interested in your content by showing them what they’re looking for. And when people find what they’re looking for, they’ll often become a customer or client. Guest blogging is a great way to establish yourself as an industry expert and generate links back to your site.

There are a number of ways to use keywords in social media posts and link building. Always use the keyword in the title of your post. Use synonyms or related words as hashtags when posting on social media. Use keywords in headlines, text, and links. Use keywords as anchor text when linking out to other websites.

Tools. How to find the right keywords?

The best way to find keywords is by using a tool like SEMrush or Ahrefs which allow you to see what keywords people are using to find sites like yours. They also show you how competitive these keywords are so that you can choose the ones that have a lower level of competition. Another way is by doing some research on what keywords your competitors are targeting, this will give you a good idea of what words might work for your business too. Some great tools for keyword research include: Google Adwords Keyword Tool, Ubersuggest, Semrush and Ahrefs.

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Last thoughts

Keyword research can be difficult and time-consuming, but it’s one of the most important parts of link building. It will help you rank higher in search engines, get more traffic and make your website more visible on the internet. There are a lot of resources out there that can teach you how to do keyword research properly, and it is well worth the effort.

Aleksandra Pietrzak
Curator at the National Museum in Poznań, graduate of Art History at the Jagiellonian University and Contemporary Art at the Pedagogical University of Krakow, curator of exhibitions and author of scientific and popular texts. A lover of contemporary art, literature and travel.
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