Keyword research appears to be somewhat confusing at first sight, but they play a vital role in the way search engines display your website to users. You have to master keyword research if you want to become SEO expert in digital marketing. It is essential for a successful online campaign. Keyword research also gives the highest returns as far as SEO or SEM metrics are concerned.
Keyword research has an impact on every aspect of digital marketing such as content writing, SEO, and PPC. It is necessary for driving a good amount of traffic to your website and generating quality leads. It also helps you to identify your target audience’s needs as it offers all necessary insights related to your niche.
It becomes difficult to optimize the website or to build content without knowing which keywords to target.
Purpose of the keyword research is to know the intent of the user – unknown
The process of doing keyword research depends on your target niche and how users in your niche are searching for content. It helps in gathering required data related to how many people are searching for a product in your niche, and how to rank for those keywords?
In simple terms, it is the process of identifying keywords that users put in search engines to find a piece of information. The keywords identified are then used to optimize the content so that customers can find the information organically by visiting a website.
Why is keyword research important?
- To understand what your target audience are searching
- To know the user intent behind keywords
- Suggests new topics
- Helps in managing time efficiently
- Aids in targeting the right audience
- Provides proper direction
- Increases conversions
- Drives relevant traffic, etc.
When You Should Do Keyword Research?
- To explore new niche
- To run ads
- To find new content ideas
- To optimize the existing content
- To produce new content
This guide will help you as a go-to resource for doing the right keyword research for a fruitful strategy. Here, let’s dive in to know how to do keyword research.
Before starting keyword research, it is necessary to understand your niche to the core. Identifying new suitable keywords and phrases related to your business is the first step of keyword discovery. Simple brainstorming is the best way to start with as you may have a few search queries in your mind.
Enter those search terms in keyword research tools to know search volume and find other close similar words. In doing so, you will be able to find new keywords, content ideas, and other insights.
You often notice a lot of variations in the search volume of keywords. A few keywords have high search volume and others have low search volume. You may prefer to target those keywords that have high search volume. However, keywords with low search volume will be helpful due to low competition. Target low search volume keywords if your product or business is new to the market.
Focusing on search volume factors will make you prioritize important keywords to rank first. After prioritizing keywords, pick those words that best suits your niche.
The higher the search volume of a keyword, the more difficult it is to rank in SEO. You need to put a lot of effort to rank organically. This is known as keyword difficulty. Selecting low-search volume keywords that are very specific (long-tail keywords) can help you rank on the top in short term. Eventually you can target high search volume keywords once you get rankings for low volume search keywords.
That being said, there is also a risk if you select only low-search volume keywords. You may not get enough traffic to the website.
Use different keyword research tools available in the market to find the keyword difficulty for a keyword. I will give you keyword research tools list in the end of this article.
Keywords by Competitor
Now you have identified keywords and their search volume related to the niche, it is time to check your competitor’s keywords. Target those high-search volume keywords that are missed by your competitor. You can write comparison articles to get traffic. Example: SEMrush vs Ahrefs
It is one of the best strategies to drive ready to buy traffic. Mostly we compare before purchasing or evaluating 2 different solutions or products.
CPC (Cost per click)
If you are looking to drive traffic to your website by running ads, then the cost per click metric factor becomes necessary. You will know how people are searching for a specific keyword and search volume of those keywords. Subsequently, target those specific keywords by running Google Ads. You can also create content optimized around such keywords.
Synonyms and Related Keywords
Synonyms or related keywords make your article interesting and readable. For example: If you are writing an article about chocolate, and use the word chocolate for every two or three sentences. Imagine how awkward your article looks. Your readers feel bored, and they close the page.
So you need to add synonyms and related words to enhance the readability of the article. Include words like candy, fudge, cocoa, etc., in the place of chocolate to enhance readability.
Google algorithms are smart enough to understand synonyms as it wants to give the best results to its users.
Pay Attention to Analytics and PPC Data for Keyword Research
You can find the latest keywords by paying attention to PPC and analytics data to grow your business. It is an effective way to improve SEO. The keywords found with the help of PPC and analytics data are perfect for seasonal businesses and products.
Keyword Research Tools
- Google Search Console
- Ahrefs Keyword Research Tool
- Moz Keyword Explorer
- Google Trends
- Google Keyword Planner and many more
This article was written by Keval Varun, edited by Digital John