Keywords are the lifeblood of SEO and have been a part of the industry since its inception, back in the dark days when keyword stuffing was the norm. Now, the focus is more on quality rather than quantity.
As a result keyword research has become more important than ever. SEO specialists are now required to adopt the mindsets of their markets to determine the best keywords, and implement them into their websites.
Luckily for everyone, the practice focuses more on concrete tools rather than guesswork.
There are many keyword tools available on the internet available for SEOs to better determine the hottest keywords to attract their markets. How a person searches for a particular keyword is always difficult to determine. If they are trying to solve a problem like fixing a drain pipe, then what keywords will resonate around that content?
Many users go through a process or trial and error when it comes to searching. If the input term does not provide a suitable solution, then the user will refine the search and repeat until satisfaction is received (or give up and seek a solution by other means). By understanding the input processes of your audience, you will improve visibility in SERPs and be able to deliver when others cannot.
Certain keywords can rise and fall depending on the date of the calendar. For example, Christmas will most likely be a hotter keyword in December than in May. By taking advantage of the dates of the year not only do you stand to boost SEO among your audience but you foster engagement by consolidating updates.
Then there are the demographics itself, men are less likely to conduct a search for high heels than women, most of a gyms clientele will probably include people living locally. Age, gender, place of residence and a whole other myriad of personal factors need to be incorporated into the keyword research process.
Understanding the Long Tail of the Keyword Demand Curve
Long tail keywords are complex, because they adhere to the very specific pressure points of consumers and they are difficult to write content for. Depending on what you sell, the long tail keywords will mostly comprise of user concerns and queries. Long tail keywords are SEO ranking powerhouses but because they are so unique, they might be utilised once a day or even only once ever. Incorporating long tails is important because they are more targeted, less contested and still make up a sizeable chunk of web searches.
The long tail comprises the majority of keywords at 70%. Unfortunately it ranks terribly in terms of monthly searches. From this, you might be wondering, what is even the point of the long tail? It may not be conveyed in the image but long tail keywords drive conversions far more effectively than their short-middle tail cousins.
To find out the most popular search terms for your industry, visit quora.com and check out the top questions members of your market have been asking.
Traditional Approaches: Domain Expertise, Site Content Analysis
Before rushing off to buy a keyword optimisation tool, it is a good idea to brainstorm ideas. Get a piece of paper, and write down a list of all the terms you can imagine that relate to your business and industry. This includes not just single words, but phrases and questions too. From this burst of activity, you should have dozens to hundreds of keyword queries.
This is a process that is best conducted among a team. If your business is a one man/woman show, utilise a search engine and input relevant terms and get inspired. By following these links you stand to learn about new aspects of your industry, and will be better able to formulate new keyword powered content.
There are a number of factors that need to be taken into consideration, when doing the brainstorm.
- What synonyms might visitors utilise to search you?
- List all the terms of your brand
- Can your products be used in creative ways?
- List all your services/goods
- Ask your team/friends what they would type into an engine when conducting a search
The activities of your competitors are also relevant to the brainstorm process. This is because they share the same issues of SEO that you do. It is safer to assume that your rivals are doing everything in their power to stay ahead in the game, and that includes researching YOU.
- Turn the tables and study the websites of your competitors. How are they designed? What keywords do they use and how are they implemented?
- Check out if they have done any guest posting
- Do they have any interactions with the media?
- What are their social media pages like?
If this entire process were just about generating keywords, then you could have just used any tool. The experiment is about fostering knowledge among the team as a whole; this will better equip them to optimise keywords to the website when the time comes.
Keyword Research Tools
Brainstorming is effective but determining the actual value of a keyword requires a keyword tool. These are external outlets that can help businesses conduct keyword analysis.
Points to Consider
All the tools are unique; the hit count for Grey Blazers may rank higher on one platform than another. Such a variance does not mean the tools are dishonest, the way which they operate are just different. The difference however is an effective means to determine a keywords true value.
The Google Keyword Tool is a good platform for beginners.
As early as possible in the SEO campaign, keyword research must be undertaken.
Keywords may not have the power they used to but they are still vital to any successful SEO campaign. Finding the absolute best requires research into the ideal markets and getting into the mind of the buyer persona and what THEY would type when searching for you.
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