Targeted keywords are the driving force behind the success of a website. Yes, the content you present needs to be interesting and your website has to provide a seamless customer experience, but if your content and website are not featuring highly-targeted keywords, Google won’t be able to rank your website correctly in search engine results. And that means you miss out on driving valuable traffic to your website. In short, keyword research is key to a highly successful digital marketing or SEO campaign!
How to do keyword research. 9 keyword research tips:
- Know your customer’s interests.
- Brainstorm your niche keywords.
- Scrutinise customer messages.
- Study on-site website search queries.
- Use keyword research tools.
- Use Google Auto-Complete for suggested keywords/phrases.
- Investigate competitor’s winning keywords.
- Use Google’s “People also ask” & “Related Searches”.
- Research competitor client’s complaints & reviews.
Piecing together a list of winning keywords that drive traffic to your website and ultimately result in sales as well as more online exposure, is essential to the success of your digital marketing campaign. Create your own keyword research template and keep updating your list and keyword research strategies for the best SEO results.
What is Keyword Research
If you want to know how to do keyword research for AdWords, blogs, product descriptions and more, you first need to understand what keyword research is. Keyword research is a vital element of a business’ search engine optimisation strategy. It is the meticulous process of finding alternative search terms and phrases that people input into Google (and other search engines) when researching a particular subject. The objective is to find a variety of highly-targeted keywords with a high return, within a specific industry or niche. Ultimately, any non-performing keywords are discarded and the highest selling keywords are capitalised on.
Here is How to Put Your Keyword Research into Action
How do you do keyword research? We’ve got the answer for you! Below, is an elaboration of each of our 9 keyword research tips for driving high-quality and valuable traffic to your website.
1. Know Your Customer’s Interests.
One of our best keyword research tips is to get to know your customer’s needs better. You can only truly target keywords to a particular demographic or customer type by knowing who your customers are and what their specific interests are. For example, if you sell a range of gloves specifically designed for working with abrasive or toxic chemicals in the industrial market, you need to find a way to get your marketing message to people who need these specific types of gloves.
Simply advertising and creating content around the keyword “gloves” is going to send a large number of untargeted customers to your website. Anyone from gardeners to dishwashers and even parents planning a skiing trip might end up on your website looking for gloves (and not finding the ones they are after). You will probably miss out on reaching your actual target audience, which is people who work with chemicals in the industrial market. If you know who your customer is, and what their unique requirements are, you can hone your keywords to cater to those interests.
2. Brainstorm Your Niche Keywords.
Spend some time creating a list of every possible keyword that pertains to your business or the page that you are trying to promote. There is no right and wrong keyword to list in the beginning stages. Once you have completed a full list of keywords, you can start narrowing down the list. During this process, you need to think of alternative ways to search the same keywords and phrases. Everyone is different and that means that they search for similar products and services using completely different words and search phrases. For instance, one person might search for a “coffee machine” while another will search for a “coffee maker”. Try come up with variations of keywords for each on your list.
3. Scrutinise Your Customer’s Messages for Keyword Ideas.
Your customer correspondence can provide the perfect place for finding targeted keyword ideas. How your customers speak and refer to things can tell you a lot about the kind of keywords they search for online. Take note of email subject lines and how customers reference and label products, services, wants, and expectations in their email bodies, social media messages and online mentions. It is pointless making your keywords too technical, especially if the bulk of your customers are searching for keywords that include slang, nicknames or unconventional words. For instance, someone looking for reading material on quitting a bad habit may search for “quit lit” instead of searching for actual book names or terms such as “books on quitting alcohol”.
4. Study On-Site Website Search Queries.
When consumers make their way to your website and they don’t immediately find what they are looking for, they will head over to your on-site search function and carry out a search for the product, service or information that they are looking for. These searches can be scrutinised by means of analytics. Visitors using a website’s search function are more likely to convert than those that don’t, so it is important to consider these keywords and start catering to them. Use these keywords to create landing pages and content, so that the next time they are searching for the very same terms, you have relevant information to supply. You can use Google Analytics for on-site search tracking. Here’s how:
- Log into your Google Analytics account and click on “Admin” in the left sidebar towards the bottom.
- On the third column, click on “view settings” and scroll down to “site search tracking”. Activate this setting. Google Analytics will now keep track of every search query carried out on your website.
- To access this list, click on “Behaviour” and then click on “Site Search” and the click on “Search Terms” – and there you have it.
You don’t have to rank #1 for every search query. You just need to provide valuable content for the keywords and phrases your customers are actually searching for.
5. Use Keyword Research Tools.
A keyword research tool can tell you a lot about the keywords you intend to focus on. You don’t have to come up with every keyword yourself. Google has done a lot of research and keyword monitoring to provide keyword assistance. Use the Google Ads Keyword Planner as a tool to generate the right type and variations of keywords for your adverts, landing pages, paid adverts, and online videos.
6. Use Google Auto-Complete for Keyword Ideas.
Google receives millions of search requests every day. When you start typing a keyword or industry name into a Google search, the search bar will present you with a variety of search suggestions. Work from your list of brainstormed keywords and make a note of all the auto-complete suggestions that Google provides for each one. Now you can start working on keyword relevant adverts and content that cater to those specific suggestions.
7. Investigate Your Competitor’s Winning Keywords.
If you want to lure your competitor’s customers over to your side, you need to know what they are looking for. How did they find their way to your competitor in the first place? If they found them online, it was certainly what they searched for. Knowing what keywords your competitors are ranking for will help you to target the same keywords or find gaps where the competition might be missing out on keywords/search phrases. You can use a paid-for service such as SpyFu for competitor keyword research, but it’s probably best to consult with a digital marketing agency for a hands-on approach and professional 1 on 1 assistance from SEO experts.
8. Use Google’s “People also ask” and “Related Searches”.
Whenever you type a keyword, search term, or question into Google, the results will be followed by a display of related questions and search terms that other people have asked or searched for, that is closely relevant to your search. This is extremely helpful as it can give you an insight into how your target audience thinks and what they actually search for. Take note of these questions and searches – add them to your keyword list.
9. Research Competitor Client’s Complaints & Reviews.
You might be wondering what complaints and reviews have to do with keywords and why they form part of our keyword research tips. The thing is, when a customer is disgruntled, they turn to the internet. They use industry-related product names, terms and similar. They ask for advice and they search for answers to their questions. Everything that they post is jam-packed with potential search terms. They are undoubtedly searching the very phrases and questions that they are asking, and you can use these to your advantage. Create content and provide answers to questions and keywords that your competitors are failing to and you will win a whole new market.
Start Keyword Research Now & Prepare to Soar Online
Use these keyword research tips above to boost your online visibility. All business owners and marketing teams want to “make it” online. No one wants to lag behind in the digital world. By learning how to perform keyword research, you can ensure that absolutely every advert, blog, interest piece, video and product description is created with high-targeted content. This is the type of keyword-driven content that truly drives traffic to your website and earns valuable sales.