In order to bring in the right visitors to your site, you first need to know who those visitors are. It’s important to get an idea of what types of people you’d ideally want to attract to your website, so that the keyword research and content can be made to suit those searchers’ needs. A sustainably sorced food shop would more likely be happier to attract customers looking for “organic foods store” than for simply an “online food store”. This is important firstly because doing this mean that the visitors brought to the website are more relevant, they are satisfied, and will therefore convert. It is secondly important because meeting the needs of searchers is the best strategy to ensuring google places you higher in the search results.
With a rough idea of who your audience is, you can start to zoom in a little bit and research in more detail the types of things they are discussing on the web. This can involve researching forums, looking at respected websites in the niche or checking out what people are saying on social media. The goal of this step is to start to get a picture of the types of terms that your audiences are using, the types of questions they are asking and how they are asking them, so that you can deliver content that meets the needs of these people in the right way.
What types of terms do your competitors already rank for? This is a key question to ask which will help to generate ideas for content to create and keywords to target.
Now that you’ve a basic idea of what your audience are discussing and searching for, you can now take those terms and expand on them. This involves simple brainstorming, but also the use of keyword tools to generate terms and phrases that you might not have otherwise thought of.
With your list of 1000’s of keywords, it’s then time to focus on the ones that are most important. This is achieved by deciding on mainly 3 things. Firstly, they must be relevant to you, in that they would bring the people you’d want to arrive at your site. Secondly, they should have a (relatively) high volume. Thirdly, their difficulty to rank for should be weighed against how much time and resources you’re willing to put into trying to rank for those keywords. These steps can be achieved with a combination of deliberation, checking search results and using SEO tools.
It’s not only important to try and rank highly for keywords that everyone is searching for. It’s also important to rank for very specific searches, that happen less frequently. This can be achieved through careful keyword research and well-written content that includes synonyms and a wider vocabulary.
It’s further a good idea to separate your local keyword targets and spend time focusing on them. These could be terms that are searched for just in your city or region. Quite often these are high-converting terms and less competitive.
It’s good practice to keep an overview of all the keywords you’re targeting and map these to the pages they’re targeted for. You should then list important metrics for these pages, to have a clear idea of the most important areas to improve. It moreover allows you to keep track of new keywords that you rank for that you hadn’t previously thought of.
The above steps will be completed by us, and we’ve refined our processes so that it’s as simple for you as possible. We first get your input on the for the initial ideas of target audiences and possible search terms, and the remaining steps are carried out on our own.At the end of our thorough keyword research service, we generate a keyword to page plan that shows clearly which keywords should be targeted on which page. It’s then up to us to create the content for these pages using those keywords.
- What is a keyword?
A keyword is a word or phrase that is typed by someone into a search bar. It can be a single word, an expression or simply a long list of loosely connected words. “What is that song that goes duh duh duh duhduh duh” (we’ve all typed this) can also be considered a keyword, so long as it’s something that is searched for.
- What is keyword research?
Keyword research is generally a process of 3 parts: a) finding out what are the keywords that people use most b) that are relevant to my website and which c) aren’t too difficult to appear in the search results for. The first part – finding out which keywords people use most, is done through using tools such as google’s keyword planner or moz’s keyword explorer, which can tell you how many people search on average for a specific keyword. The second task involves looking through your list of highly searched keywords for terms you think people are typing into search bars to get an answer that your site can give. This is the act of choosing relevant keywords. The final task is to take those terms and find out which are possible to rank for – which means getting a difficulty score for the keywords, using tools such as keyword explorer or semrush’s keyword tool. Keyword difficulty is largely based on how many high quality websites have high quality pages that answer that particular search query.
- What is a keyword research report?
A keyword research report combines the above steps, and presents it in a report that is easily readable for you. You can then use this report to optimise the content on your webpages.
- Why do keyword research?
Keyword research is necessary if you want to attract more visitors to your website. By understanding how people are searching, you can write content to fit their needs, which helps both parties. You have an answer to a question, you just need to know what the question is in order to answer it properly.
- What is the diferrence between SEO and PPC keyword research?
SEO keyword research is being done to rank for organic results, whereas PPC is being done to choose valuable keywords for paid search advertising. They follow different processes, since good keywords for PPC aren’t necessarily good keywords to spend time on for SEO.
- How long does it take to do a keyword analysis?
It depends on how many webpages you are conducting the research for, the industry you are working in and how detailed you want to be.
- What is a keyword map?
A keyword map links your webpages to specific keywords using a table or spreadsheet, in order to get an overview of which keywords are being targeted on each page. It’s very useful for keeping a clear view on your strategy for each page.
- What is long tail keyword research?
Long tail keyword research involves targeting less-searched terms, that generally use more words and are more specific in order to create content for these. They are generally easier to rank for, but are searched for less.