Every business and website wants to generate organic traffic and make more business through SEO strategies. To achieve this, SEO and buyers’ keyword input is as essential as water to life. While keyword research is essential for both an SEO Expert and a PPC (pay per click) campaign runner, organic traffic generation is a more dynamic field. Keyword research sounds like a field that can be troublesome in its essence. However, it is one of the founding stones of your SEO campaigns. Your whole SEO campaign with all the backlinks and optimization strategies can be nullified if you do not aptly consider keywords.
What is Keyword Research?
When people are looking up on the internet, they use particular words to search for the service or the product. Search engines show results based on the queries put into the search bar by the users. Keyword research is finding and analyzing the terms used by customers to search for your service online and then using those keywords or phrases in your content.
Consider that a customer is looking for a logo design service online. What are they expected to search online? There can be a number of phrases like ‘logo design services’, ‘logo design online’, and ‘custom logo design’ with some variants. The search engine is going to look for these words around the internet and provide the results that are most suitable for the query. Hence, if you want your website to rank higher in search engine result pages, doing keyword research and optimizing content is the cornerstone.
How to Conduct Keywords Research?
The keyword research might seem daunting but it is an intriguing process for beginner-level search engine optimizers. Having a clear plan before starting with your keyword research can help you save time as well as devise an effective strategy.
Make a List of Topics:
The purpose of SEO is to generate more leads and enhance sales. You want your business to be found by the buyers on the internet. Hence, in order to be noticed, you must think of the most important and relevant topics for content that match your business. These topics will help you create a topic cluster later in the process.
For example, if you are running an online business related to professional marketing services, you may choose topics for your blogs that come under the umbrella of the business world. You cannot choose to write blogs about Shakespeare’s literary worth on a website that sells marketing services. Well, you can but it will not deliver the results that you are laboring for.
After brainstorming the ideas and topics, explore the search volume of those topics using SEO tools. Some important topics for a marketing SEO campaign can be:
- Marketing strategy
- Marketing plans
- Social media marketing
- Email marketing
- Marketing automation
- Cost-profit analysis
- Business analytics
- Lead Generation
Create Topic Clusters:
Now that you have come up with the topics, it is time to create topic clusters that make sensible points to write on. What you are supposed to do is add key phrases along with the topic phrases to make blog titles. These key phrases require some research too. This is because you have to look for phrases that your potential clientele is using to conduct their online searches. Adding the same phrases that your customers are using is significant in ranking higher on the Search Engine Result Pages.
For example, if my topic is social media marketing, I can make a title out of it by adding “How to drive traffic on your website using social media marketing”. For lead generation, the title can be “How to generate more leads using digital marketing”.
Keep making more and more titles out of your topics using this strategy and you will have a whole bunch of titles at the end to write on.
Consider User Intent:
Keyword research has become an in-depth process in recent years. We all know that Google keeps updating its algorithm in order to provide the user with the best possible search results. Therefore, when it comes to keywords, user intent becomes a vital part.
Language is a complex phenomenon and it keeps evolving. Besides, the syntax is important in ranking higher in search engines. In the case of the English language, the same words can acquire different meanings in varying contexts. Hence, understanding the user context or user intent is pivotal in determining your search engine rankings.
When a customer is looking for a certain thing online, your website might have content with relevant keywords in it. However, those keywords must be in the right context according to the query of the user. For example, if a user is looking for a “know query” and intends to learn about a particular topic, Google will only provide articles that focus on their learning rather than selling a product with the same keywords.
Gone are the days when Google used plain text and keywords for results generation. The intent is the new science behind taking your website up.
Related Key Terms:
While you might have already brainstormed about several related key terms, it is time to expand your list. If you have not, you must begin right now.
When you search for something in the Google search bar, several related key terms appear at the end of your search result page. These phrases can be your new additional keywords as well as can help you brainstorm even more phrases that you can include in your content. They can spark new ideas and considerations for keywords but always check for the intent before choosing your phrases.
Use Keywords Research Tools:
While doing your topic selection and considering the user intent, you might have skipped a lot of things. However, those empty areas can be easily filled by using SEO tools for your keyword research. Ahrefs, SEMrush, and Google Keyword Planner are some of the best tools to find new keywords.
Subsequently, there are a lot of factors that you might take into consideration while choosing keywords. Firstly, your content and key phrases must be relevant and should be in accordance with the user’s intent.
Besides that, the higher the search volume is, the better you have chances of getting placed higher in the SERPs. Consider using a keyword that nobody ever searches for. It would be like selling mirrors in a city full of blind people.
Check Your Competitors:
Looking at your competitors’ keywords always brings valuable insight. However, it does not mean repeating the same strategy and using the same keywords with the same context in your own content. If your competitor is doing great with a certain keyword, you should consider it. Yet, it must not drive you away from the keywords they are not doing great with. That is because it is an opportunity to create your own marketing campaign that can do well.
You can look for your competitors’ top keywords using Ahrefs and plan your own tactics around it.
Your SEO strategy depends on your keyword research to a great extent. However, there are a lot of other things that you must do in order to get placed higher. Whether you a veteran SEO expert or are just beginning with your new SEO campaign, these tips can help you learn and succeed in this area of digital marketing that is both fascinating and intriguing.