Insights from an SEO Consultant: 5 Keyword Research Strategies.
Written by Aaron Rain Oct 16th 2023
With the digital marketing space undergoing rapid changes, the professionals working in this field are finding more reasons to believe it's one of the most thriving industries. AI has now been inducted in one way or the other in almost every marketing aspect; SEO is no different.
As we dive deeper into this article, you will find how keyword research continues to be one of the pillars of SEO and how to make keyword research more effective to increase traffic to your website.
Process of Effective Keyword Research
Step 1: Brainstorming Seed Keywords
Keyword research begins with brainstorming seed keywords. They are foundational terms that capture your business's essence. Consider a tree that has branches; for instance, if you're launching a vegan bakery, seed keywords might include "vegan desserts," "plant-based bakery," or "dairy-free sweets."
These keywords should project your brand's core offerings, theme and values. They lay the groundwork for a more comprehensive search, setting the stage for discovering more targeted terms and phrases that common people might use for their purchasing.
Step 2: Using Tools for Keyword Research
Once you have finalized the seed keywords for the brand, the next step is to harness the power of keyword research tools like Google Keyword Planner, SEMrush, and Ahrefs. These platforms function as treasure troves of data. You have to insert your seed keyword and it will present you with insights on search volume, competition, and more.
For instance, entering "vegan desserts" might reveal related searches such as "vegan chocolate cake recipe" or "egg-free brownies." By using these tools, businesses can uncover a wealth of terms and phrases that they might not have initially considered but are critical for visibility.
Step 3: Analyzing Different Keyword Metrics
Once you have the potential keywords in hand, it’s time for some analyses. Focus on metrics like:
- Search volume (how often a term is searched)
- Competition (how many websites are targeting the same term)
- CPC (Cost Per Click)
- Trends (seasonality or popularity changes) come into play.
A keyword with a high volume but a lot of competition might be challenging to rank. One with lower volume but high relevance can be a goldmine for niche markets. For example, while "vegan desserts" might be highly competitive, "vegan, gluten-free blueberry muffins" might present a unique opportunity with less competition.
It is an important step for refining keyword choices and ensuring they get the brand the best results.
Step 4: Understanding Long-Tail vs. Short-Tail Keywords
When it comes to SEO keywords, there are short-tail keywords that are broad and generic, like "shoes”. On the other hand, the long-tail keywords are more specific, such as "women's red leather ankle boots." As a fact the short-tail keywords have a larger target. However, it has huge competition.
Conversely, long-tail keywords can achieve higher conversion rates despite their lower search volumes due to their specificity. For a brand’s marketing campaign to be successful, it requires a perfect balance between the two. Using the example above, while "vegan desserts" is broad, "vegan no-bake chocolate tart" zeroes in on a precise user query, possibly leading to better engagement and conversions.
Step 5: Identifying User Intent
Behind every keyword lies a user's intent. It's not just about what they're searching for, but why. Typically, intent falls into three categories: informational (seeking knowledge, e.g., "how to make vegan desserts"), navigational (looking for a specific website or location, e.g., "Vegan Delight Bakery location"), and transactional (ready to purchase, e.g., "buy vegan chocolate chip cookies").
By understanding and categorizing user intent, businesses can craft content that directly addresses users' needs, be it a detailed guide, a store locator, or an online shop. This alignment ensures higher user satisfaction and improved SEO performance.
Analyzing Competitors' Keyword Strategies
Techniques for Identifying and Assessing Competitor Keywords
Digital marketing has enough and more competition. It’s crucial to watch your competitors' moves and plan ahead in time for your marketing campaign. For identifying and assessing competitor keywords, you can use tools like Ahrefs or SEMrush. These tools help dig into the keyword portfolio of your competitors that help you plan the campaign and identify any gaps that need reworks. A meticulous competitor analysis can unveil keywords you might have overlooked and highlight market segments where opportunities lie.
Leveraging Competitive Data
Leveraging Competitive Data is more than just gathering information. It's about drawing actionable insights from the data you've amassed. Recognizing the keywords your competitors target, especially those bringing them significant traffic, can be a goldmine. However, it isn't about blind imitation. It's about assimilating these insights, understanding the content landscape, and figuring out how to position your brand uniquely yet effectively.
Strategies for Outperforming Competitors in Search Rankings
You must merge knowledge with innovation to truly shine and outperform competitors in search rankings. Having discerned what keywords competitors focus on, craft superior quality content around those terms. Combine this with on-page SEO optimizations, a user-centric approach, and a robust backlink strategy. Such a comprehensive tactic propels you ahead in rankings and establishes your authority in the domain.
Keyword Research Best Practices
Finding the right keywords for your content is crucial but also challenging. You need to balance search volume and competition to reach a broad audience without getting lost in the sea of similar content. One way to enhance your content is by utilizing LSI keywords, which are related to your main keyword and help search engines understand the context of your content.
However, you must avoid stuffing your content with too many keywords, as it can make it hard to read and may even harm your search engine rankings. And if your business is local, remember to incorporate local keywords to assist people in finding you. For instance, if you operate a café in Brooklyn, using phrases like "best Brooklyn café" or "organic coffee in Brooklyn" can help you attract more local customers.
Common Mistakes to Avoid in Keyword Research
Keyword research, while indispensable to SEO, has its pitfalls that marketers must be wary of. Here are some common mistakes and why they should be avoided:
- Overemphasizing High Search Volume: Targeting keywords with massive search volumes is tempting, but these often come with stiff competition. Focusing solely on these can result in neglecting niche, yet valuable, keywords that offer better conversion rates.
- Ignoring Long-Tail Keywords: While they might not boast high search volumes, long-tail keywords are specific and often signal strong user intent. Ignoring them can mean missing out on high-converting traffic.
- Not Revisiting Keyword Lists: Keyword popularity and relevance can change over time due to evolving trends or industry shifts. You need to update and refresh your keyword list regularly to make sure you get caught up.
- Overlooking User Intent: Not all search queries are created equal. Some users seek information, others aim to purchase, and yet others might just be browsing. Targeting keywords without discerning the underlying user intent can lead to mismatched content and missed opportunities.
- Relying Solely on Free Tools: While free keyword tools can provide valuable insights, they might not offer the comprehensive data that premium tools do. Depending solely on them can result in an incomplete understanding of the keyword landscape.
- Not Considering Semantic Search: Google and other search engines are increasingly moving towards understanding topics, not just specific keywords. Not thinking about topic clusters and how various keywords are semantically related can weaken your SEO strategy.
In the digital marketing space, keyword research shifts spaces between art and science. It isn't about choosing the right words; it's more of a calculated strategy for understanding user behavior, marketing trends and the brand's intent.
If you know how to do it the right way, you can achieve more brand visibility, better website ranking and greater customer reach. In this vast digital expanse, where every click counts, and attention is fleeting, effective keyword research stands as the beacon, illuminating pathways to meaningful connections and transformative results.