A keyword research forms the basis of online marketing. It is the first step in optimizing your web content, increasing search traffic and generating leads. You need to know what keywords your target audience are using when looking for products and services and then accordingly frame your content along the same and be able to rank on Google’s first page.
Knowing which keywords to use, will help in optimizing your website, use the right keywords for link building and develop the right content for your audience. Keyword research is not only aimed at getting traffic to your website but is about getting the right kind of audience as well.
The foundation of search engine optimization (SEO) is based on keyword research. Targeting your on-page SEO campaigns with the right keywords will enable your web page to rank in the search engine result pages (SERP). This will further help you judge the progress through increased traffic and sales.
Definitely the SEO game revolves around keywords, but have you ever wondered how to find the right keywords or how to know whether a certain keyword will rank? or Should you look for target keywords or look for the topics instead?
Why Keyword Research is Important in 2018?
When a customer initiates a query over web, the search engine must decide which SERP to display from thousands of pages pre-available in its database. The search engine has its own algorithm that determines the best and the most relevant match for each initiated query. Hence, you need to be careful with your keywords, because the right set will do the trick to rank your website on the first page of Google or any other search engine.
Here is a step-by-step guide to building an effective keyword for website optimization
Knowing which keywords to use will not only help in increasing traffic but also help in understanding your customers better. Just as you do a market research, in the same manner keyword research will enable you to know the needs, fears, and thoughts of your target audience.
Step 1: Prepare a list of potential keywords that your target customers might search for.
Before preparing this list here are a few things that you must keep a note of and then only prepare this list for maximum benefits.
1. Use of Niche topics
Before you come up with the right keywords, you need to identify the niche topics of your industry. Identifying the niche topic will make you come up with keywords that have a competitive edge.
2. Buyer’s persona
Put yourself in the shoes of your buyers. Understand the type of topics your target customer will search. Selecting topics that customers are interested in will help you to be found in SERP.
The focused keyword research should help in identifying the buyer’s persona in terms of age, gender, income, what they want to accomplish and if there is any difficulty they experience.
For example; if you’re looking for online marketing tools, you can use keyword tags like email marketing, social media marketing, inbound marketing etc. Try opting for a manual search to find out potential keywords.
3. Wikipedia content
You can also find the right topics from Wikipedia’s table of contents. Some of its section can provide killer niche topics that you may not find anywhere else. Clicking on internal links on the page can open content related to your search and add them to the list.
There is a high possibility to find your potential customers on Reddit. Search for a broad topic related to what you sell and what the target audience is interested in and simply add it to your niche topic list.
5. Building up the keyword list
Now from the niche topics find the right keywords used to build each topic. Copy the keywords you rank for to your spreadsheet. Review your competitors ranked keywords and list them down too. This information can help you identify market gaps and take advantage of the keywords to optimize. Sort your list on the basis of which keyword to priortize.
Step 2: Plug the identified keywords to Google keyword planner tool
With the list of identified keywords, now is find more related keywords using online tools. The most popular online tool used is Google’s keyword planning tool. This tool enables you to know how many searches per month are done for that keyword, the level of competition for the keyword and other related information the customers are also searching for.
The related information the customers are also interested in can show other similar keywords you can use, also the number of searches and competition for them.
Users of Google planner tool need Google Adwords account. If you don’t have the account, you can set up one in few minutes at zero cost. Once you create your Adwords account, log in and navigate to the tools menu and select the keyword planner.
Customize your search and keyword options to ensure you obtain the exact keywords. Use this information to build your keyword list. Repeat the process for all the keywords identified in the first step and take out the best keywords that define your website and the pages.
Step 3: Refine your list and prioritize based on gut feeling
After coming up with the list of relevant keywords, you need to double check them and prioritize them for your SEO plan. Divide the keywords into three forms; Head, body, and Tail.
Head keyword is a single-word keyword with a high amount of research volume and is very competitive.
Body keywords are 2-3 word phrases with some amount of search volume per month and are more specific than the head keywords. They may be very competitive but sometimes they have lower competition that the head keywords.
Long tail keywords have 4+ word phrases and are very specific. A phrase like “How to select the best Yacht for a trip to Dubai” is very specific on what the customer is looking for. Long tail phrases make up the majority of online search and are most recommended. Adding relevant long tail keywords in the body can be a great SEO practice.
The keywords with high search volume will have high demand, generate more leads and increase sales volume. With this guide your keyword research will be more refined and targeted. Based on the researched keywords, develop quality content that can add more value to them and yield maximum online results.