Keyword research is everything for the average business. This article describes how to go about it.
The right keywords can bring the right people to your business—and by investing your time in keywords research, you can identify popular search terms your customers are using and learn more about what goes on in their mind. Try putting yourself in their shoes and you’re one step closer to finding terms that can get you ranked in search engines.
If you’re still in the first stages of figuring out how to get discovered in search results, this article will help you as it outlines the top ways to find relevant keywords to your business. You can then implement these keywords into your website and campaigns to attract the right kind of visitors and leads.
1. Brainstorm first
Start first by writing down the list of terms and phrases that your target customers are most likely to use. Be objective when evaluating the relevance of these keywords to your business. If possible, get a second opinion from someone who knows your business and ask them if they would use the terms on your list. When searchers use these terms, they should be able to find what they’re looking for on your site.
2. Use tools to find keywords
There are plenty of tools that provide insight of your business’ most important keywords. You’re likely to be ranking for the world’s biggest search engine, Google, so you may as well start with Google’s Keyword Planner. Here, you will find valuable data such as a keyword’s estimated search volume and cost of running a paid search campaign. Another tool to use is Moz Keyword Explorer. Moz provides you a more accurate monthly search volume data as well as keyword difficulty and estimated click-through rate.
These tools can help you prioritize keywords based on search volume. Just remember that a higher volume doesn’t always mean better. Sometimes, low competition keywords work better especially if you’re business is very niche or you’re competing with big name brands. Make sure to keep a combination of low competition and high competition keywords on your list.
3. Look into Google’s related search and suggestions
Google’s related search and suggestions provide you with more keyword ideas that can be added to your list. These are related terms that people use when finding information on a similar subject. There’s also a tool called Übersuggest which organizes Google Suggestion results alphabetically. You’ll find all the possible keyword combinations on this list which you can choose from and include in your SEO strategy.
4. Check search terms from Yahoo and Bing
Google updated their tools in the last few years which makes it hard for marketers and businesses to get accurate data on keyword search volumes. The Keyword Planner only provides an estimate of the average monthly searches and Google Analytics’ organic search terms report conceals a large number of search queries by listing them as “Not Provided”.
Instead of relying on Google’s data alone, why not try getting insights from Bing and Yahoo? Sure, search volume is lesser compared to Google but it should still help you gain insight on the terms people use to find your business. Don’t discount the data you get from these search engines and take note of keywords that are getting the most searches.
5. Don’t forget local keywords
If your business targets local customers, then local keywords must definitely be in your keyword list. Local keywords can include location-specific terms like your neighborhood, city, province, or municipality. Searchers who use local keywords are likely to convert into sales since they are located near your business.
6. Find keywords your top competitors are missing out on
Take a look at the keywords your competitors are using and see if you can fill a gap. There are plenty of tools you can use for this sort of competitor analysis. Compare their keywords with yours and leverage ones they’re missing out on. You can then go ahead and create informative and engaging content based on those keywords. The goal is not to compete with other brands but to fill in the cracks they left behind. Use a tool like Ninja Outreach to find the most popular content in your niche that people are sharing and use those ideas to fuel your content efforts.
7. Analyze your search terms report
If your site has a search bar, check the search term report to get an idea of what visitors expect from your site. The search bar is used by people who already like your content so this can be a great way to find more relevant keywords for your business. It also gives you insight on your customer’s pain points allowing you to improve your strategy and products. Take note of the common terms that come up in the report and create content on topics you haven’t covered yet.
8. Study your buyers’ personas
Another way to get highly relevant keywords is by visualizing different buyer personas. Think of the different personalities of your ideal customers. Be as detailed as possible in describing them and include gender, age, profession, and even habits. Analyze each persona and ask the following questions: What do they need? What’s a recurring problem they have that my products can answer? Where and how would they search for my business? Answering these questions from your ideal customer’s perspective helps you to gain insight into how they think. It also helps you identify new terms that they may be used in a search.
Search engine marketing is an ever-evolving industry and as a business owner, it’s important that you’re able to adapt to these changes. Keep on refining your keyword list as you build more campaigns and don’t be afraid to experiment. Search engine optimization can be quite tricky and it takes weeks or even months before you start ranking for your target keywords. If you’re not seeing results with your current strategy, don’t give up just yet. Remember, you’re not the only one competing for the number one spot on Google’s search results. Continue optimizing your strategy and soon enough, you’ll enjoy the results of your hard work.
Do you know of other methods for finding relevant keywords for your business? Let us know in the comments.