What is keyword research and how to do it

What is keyword research?

Did you know that around 75% of users don't get past the first page of a Search Engine Results Page (SERP)? For this reason alone, keyword research should be an key part of your SEO and digital marketing strategy.

SEO is all about trying to rank high in the search results...and one of the most basic ways you can do this is by optimising your website based on the keyword searches that your target market is using to try and find businesses like yours.

However, SEO is not a one size fits all approach and you will need know your end goals i.e.:

  • Do you want to generate traffic?

  • Do you want to maximize conversions?

  • Are you trying to rank the highest on a SERP?

Ultimately these will determine what keyword research to target and how to design your content.

How do keywords impact my business?

By targeting specific words and phrases when creating content for your website, you can rank higher for those searches on a SERP. Incorporating them into URLs, headers, and written content tells Google’s search algorithm that you are trying to provide valuable information for a specific set of keywords.

Essentially, not optimising for keywords will make your website go to waste.

Where do I start?

You need to start with brainstorming the words you think people will be searching to land on your website. Keyword planning tools are a great help with this, you could try Google’s Keyword Planner for example. It will help suggest relevant keywords as well as provide volume and cost per click analytics. If you are having trouble finding keywords to incorporate or create content for, look at the useful tree of keywords that the planner generates.

You could also try:

  • checking out the related searches section when you search a broad keyword

  • taking a look at Google’s ‘FAQ’ the ‘People Also Ask’ section.

  • brainstorming customer questions and develop search terms using those.

  • checking out Google’s suggest before you complete a search.

  • looking at how forums specific to your industry divide up topics.

Your goal is to figure out the typical consumer pathway that inevitably leads to a conversion.

Optimising your keyword strategy

Once you have nailed down a list of good fundamental keywords, then its time to start testing them. Optimising your keyword list needs to become a part of your regular website maintenance program. It needs to be done frequently enough to produce content and stay on top of trends.

Analysing the metrics of your keywords may be difficult but it will be the insight you need to optimise your strategy. By using tools like Google Analytics or Google Search Console, you can track key metrics such as unique visitors, sessions, page views. For keywords you would like to convert with, track things such as bounce rate and page duration. You want to isolate niches with high conversion rates above all.

You should also try measuring the pathways through your site. You can find where people are getting stuck or bouncing or what pages have high click-through rates.

At the end of the day, the digital marketing space is always changing. To be on top, you need to be adaptable, especially when it comes to keyword research. So hopefully now you understand what keyword research is all about and have a bit of an insight in how to start. If you don’t think you’re up to the task of implementing deep market research. That’s OK! We can guide you through a free consultation on how our services can help provide consistent and quality growth to your business.

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