Do you know what is keyword research?
It is considered as one of the main elements of organic growth for a business. For business owners, it must be a purposeful decision in their digital marketing plan. Let us have a look at a few facts:
1) More than 90% of website traffic comes from search engines
2) Over 40% of eCommerce search traffic is derived from organic search engine
3) Nearly 75% of users will not attain past the first page of the Search Engine Results page (SERP)
Understanding what keyword research is is an important part of a search engine optimization plan. Search engine optimization (SEO) is the procedure of optimizing a site to improve its ranking on the SERP’s. It is a long-term strategy for improving organic traffic of a business. Improving a website’s visibility on Google makes it readily found and does not hold up your digital marketing efforts.
Search engine optimization follows an algorithm of Google to nail down the best practices to help the web pages attain visibility. It comes down to how you design your website and how credible is your website. SEO is not one size that fits all the approach and you will require to figure out your objectives to move forward.
A) Is your aim to drive traffic to your website?
B) Do you aim to increase conversions?
C) Do you want your website to rank in Google search?
Finding your objective will help you determine the keywords that you will be targeting and how you are going to design the content. To do keyword research online, you must first use keyword research tools.
During the search, you will come across large numbers of keywords. Choose the most appropriate one that is related to your business. You must maintain a balance between competition and volume.
If you want to improve your website’s SEO then, the first important step is to generate high-quality content with the right keywords that you have got after doing a keyword analysis online. This is the reason why keyword research is considered as one of the significant ways to help enhance a digital marketing strategy. This will finally lead to tomorrow’s revenue.
How does a keyword search affect my business?
BY aiming certain words and phrases while creating blogs, guest post or any type of content for your website, you can rank higher for those keywords on a SERP. Using the in the URL’s headers, title, meta description informs Google’s search engine algorithm that you are offering valuable information for a certain set of keywords. This is the point where a credible authority will start paying off.
Digital marketers can also bid on keywords using Google Ads, earlier known as Google AdWords and Pay-per-click (PPC). This helps in targeting specific demographics and keywords to display ads on the ad banner of SERP.
Visibility can make or break a company that sells products and services. If you do not optimize your website, it will go unnoticed.
What will you achieve with keyword research?
It will give you an insight into the market by helping you understand where the demand is.
Where to start…
For achieving the right results, you should first know what your customers search to land on your website. This is where keyword planning tools, like the ones provided by Google, comes into existence, but it is finally up to you to find the value of a keyword.
There are a few important questions that you must ask yourself like:
1. Are you writing content that answers the queries of your customers?
2. Will the traffic effect purchase?
Going through your competitors is not a bad idea. If a search has too many ads in the ad section of SERP then, the keywords can play the role of a good converter.
Next important thing is you should have a look at the analytics of your keywords by using a keyword tool by Google known as Google’s Keyword Planner. Along with this, it will also help you get the volume and cost per click analytics.
Other inventive methods to find keyword suggestions include:
· When you search long tail keywords, check out the related search terms
· Before you complete a search, check out Google’s suggestion
· Find out a Wikipedia page on that topic, if available. Their internal links and subheadings will provide you with an insight into related niches
· Have a look at the forums on such topics
There are many other keyword planning tools that can provide more valuable metrics like popularity and the keyword difficulty scores. It is important to understand what your keyword difficulty will be. If the fight for authority is high then, you may have to choose low search volume keywords.
Long tail keywords
Keywords can be phrases too. It is generally called long tail keywords. Let us take an example. A person searches for “truck” whereas another person searches for “Ram 1200 Crew Cab 2011.” The basic difference lies in the search terms an individual use for searching.
These types of searches have a low volume, but most of the internet searches include such keywords. These types of keywords tend to be more specific and at that point when the customer is ready to convert.
Long tail keywords can produce negative results if you use too many long tail keywords with a minimum search volume.
When you perform keyword research, it is very important that you are aware of the buyer personas. This will lead to high intention searches which is where the value lies, outside the generic search terms.
For every high intention search term, you must present relevant pages. Google will blow your web pages for high bounce rates. In simple words, if you provide important yet irrelevant information for a set of search terms and your users often back-button out, Google will keep a note of that.
For instance, an individual searching for “where to buy shoes” would most probably respond to a page selling footwear vs a page that depicts the history of Jordans. Similarly, someone searching for something wide like “basketball” may be interested in web pages like “Laker’s highlights” vs a web page that informs “how to shoot a free throw.”
Therefore, you must be cautious about where are the individuals in the conversion funnel and what is their search intent.
Ways to optimize your keyword strategy
Once you have made a list of all the keywords, the next thing is to test them. Optimizing the list of your keywords will be a part of regular maintenance. You must do it frequently to produce contents that remain on top of the trends. It is very important to test all the keywords.
Try to assign a value to each impression that turns a visitor to a customer. Keep a check on click-through rates and try to calculate the total revenue per visitor/user/customer.
Keyword research is not just related to the volume of a search. It is more about how much conversion rate does it bring and how much revenue it generates per volume. It is important to keep the competition also in mind. By utilizing tools like MozBar, you can have a look at the page and domain authorities for a certain search term.
Therefore, targeting to rank for “shampoo” will be hard and less profitable than “organic tea tree oil shampoo. Until and unless you become a shampoo authority, it’s better to keep the keywords specific to you.
Digital marketing is a field that keeps on changing. In order to be at the top, you must be adaptable. Mainly when it comes to SEO for beginners or keyword research, you must keep yourself agile.
It is the fundamentals of your website’s foundation and will need a regular re-evaluation. You must do keyword research every time you add new content. Search language will keep changing constantly so, it is important to stay updated about the industry trends.
So, hopefully, by now, you must have understood what keyword research is.
If you don’t think you are fully prepared to do deep market research. It’s ok! Individuals specialize in this as it is something that can take the growth of a business to a high level.
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