Content types & keyword research best practices
At Jellyfish, we create different types of content. You may be tasked with writing descriptions for Product Detail Pages (PDPs) to highlight product features and benefits, or asked to write a how-to guide that is optimised for search engines to educate customers and build brand reputation.
No matter which type of content you're working on, it's important to have a basic understanding of SEO principles and best practices. Here's a summary of our suggestions for using keywords and optimising content for each type. Keep in mind that these are general tips, and specific projects may have their own unique keyword requirements.
How does Jellyfish use keyword research to optimise content for search?
How can I integrate keywords into content?
Using keywords should not affect how well the content reads. Google’s algorithm values well-written, helpful content above content that is packed with keywords and hard to read. Keywords should never disrupt the purpose, content, or tone of voice of the copy.
Here are 3 key things to remember when using keywords in content.
1. Accuracy
The keyword describes the page content accurately
The keyword is relevant and makes sense in context
2. Grammar and syntax
The keyword is grammatically correct in context
The keyword reads naturally and fluently in the target language
3. Closeness to the keyword
The word order of the keyword is maintained as far as possible
The exact grammar of the keyword is maintained as far as possible
What does that mean for integrating the keywords in practice?
Take a look at this example of adapting the word order to ensure readability and fluency:
Changing ‘best event planning tools’ to ‘best tools for planning events’ if this reads more naturally in the context of the copy
And here’s an example of merging similar keywords when needed to avoid word repetition:
If you have the two keywords ‘women’s shoes’ and ‘women’s heels’, you can combine these, eg: ‘women’s shoes including heels…’
Keyword integration checklist for writers and localisers
| Reasoning | What to do |
Keyword editing | It’s essential that keywords are naturally and effortlessly included in the copy.
This may mean changing keywords slightly for grammar reasons or improving the word order. | ✅ Agree the keyword to your copy – eg changing singular to plural where needed.
✅ Change word order to make sure the copy flows.
✅ Edit keyword wording or phrasing in line with the tone of voice requirements.
✅ If all keywords contain the same word, don’t repeat this word every time you use a keyword. |
Semantic keywords | Search engines use related terms, synonyms and variations of a keyword to understand the context and relevance of content. | ✅ Use synonyms for keywords where necessary to improve content readability and avoid repetition or filler. |
Keyword density | Keyword density does not affect SEO. Google may even penalise content that contains too many keywords. | ✅ You only need to include each keyword once for search engines to register it.
✅ Avoid repetition. |
Keyword relevance | It’s essential to focus on keyword relevance. This means creating content that matches what users are searching for and their needs. Doing so helps drive qualified traffic to the website. | ✅ Sense-check the keywords as you use them, making sure they are as relevant to the copy as possible.
✅ Ask your Quality Lead for advice if you think you'll have difficulties integrating an irrelevant keyword. |
What is the keyword research process for localisation projects?
When we create content in one language (for example, en-GB) and then adapt it to another language, we follow a process called keyword validation. This process helps us make sure that the keywords we use in the localised content still perform well and are relevant for the target market.
Who performs keyword validation?
When we create content for the target language, a linguist who understands how people search locally and the language's unique characteristics will do the keyword research. They will input the initial keywords with the appropriate country settings.
The linguist should always follow the following best practices when conducting keyword validation.
Best practices for keyword validation
If the localised keyword has more searches and fits well in the content, it's okay to use it instead of sticking closely to the original source-language keyword.
For example, if "jumpers" is the en-GB keyword, but "sweaters" (en-US) has more searches, you can use "sweaters" instead.
However, in certain cases, like for an article specifically about "football shirts," if the localised keyword "football kits" has more searches, don't use it. It doesn't match the original search intent and is therefore not relevant to the article.
What are back translations?
Back translations are accurate translations of the keyword recommendations from the target language back into English. We use back translations so that English speakers can review the keywords.
Why are back translations important?
They offer insights into language nuances, cultural references, and contextual meanings. These factors can impact the relevance and effectiveness of keywords in the target market.
They help ensure the keywords suggested accurately reflect search intent and local search behaviour.
Remember: Literal translations often fail to convey the true meaning and cultural context of keywords. So, we need to carefully consider and validate suggested keywords to make sure we actively and effectively target them in the localised content.
What are the rationales for keyword selection?
Rationales are structured explanations of the research process. They explain why we’ve chosen to recommend each particular keyword. Here are some examples of when to give keyword rationale:
The keyword is relevant to the content on the page / the URL.
There are local market nuances that led to the keyword being selected. Eg, language characteristics/peculiarities or target audience considerations.
There is a specific search intent behind the keyword.
The only relevant keyword available is a head term (there are no more specific options available).
The keyword is similar to the source term – note something like “It reflects the meaning of the source keyword.”
The keyword generates ASV of 50 or above.
The keyword generates ASV of 50 or below – note something like “We have provided a low ASV because [reasoning].”
What are considered keywords?
Sometimes we’ll provide a list of keywords that were also considered, with back translations and ASVs. This list also shows our logic and working.
If the keyword is different to the source term, but still relevant, remember to include the keyword option that is close to the source term in your ‘considered keywords’ list!
How should I use keywords when localising content?
When localising from en-GB, it’s the linguist's responsibility to use the list of keywords provided and follow best practices for keyword integration (see section ‘How can I integrate keywords into content?’).