Keyword Research is essential to your online marketing success. Understanding which words your target audience use to search for the products and services you provide will vastly improve your chances of ranking for those keywords…in other words, a no-brainer.
In short, there is no universal approach to executing keyword research. It’s largely dependent on the following factors:
• Your website (authority, number of pages, quality of content, etc)
• Your goals and objectives (branding, exposure, traffic, leads, sales)
• Your budget, resources and deadlines
• Your industry and competitive landscape
Ultimately, keyword research is designed to identify existing target keyword search volume and find new and unused target keyword opportunities. So below we’ve highlighted a generic guide, which is easily adjustable to best suit your business goals, no matter the industry.
You should take a look at your existing site and break it down into key areas. If you don’t have a site, start the process from scratch. Open an excel spreadsheet and create a tab for each key area.
The first tab should include your headline keywords, which are the keywords that often carry the highest search volume. Naturally, unless you are a well-established brand with a never-ending budget, you won’t rank for these keywords alone. However, part of this process is to identify the longtail variants, which are more targeted, albeit with less search volume, but more likely to convert.
With research being the operative word, there are several ways of finding and exploring keywords and keyword combinations. These may include;
• Google Search Console – Search Analytics
• Google Keyword Planner suggestions
• Your website’s structure, pages, and content
• Your website’s existing keyword targets
• A little of your own imagination
When you have compiled a sufficient amount of keywords for each key area using the methods above, run the keywords through the Google Keyword Planner. This will provide you the average search volume that each keyword has received over the past year.
For the root keywords, extract the exact and broad match search impressions and create a formula in excel which will give you the average of both – this will give you the longtail percentage for each root keyword. What the hell does that mean? Well, this makes it easy to see if people are more likely to use a longtail variant rather than just the root keyword.
Using this data you can then determine which key areas and which keywords offer the best search opportunity based on relevancy and search volume.
Now that you have the search volume data for all of the key areas of your site you need to choose primary keywords for each page of your site. Group similar keywords together and combine these within the new page title and H1 tag for that particular page. You can also include them within the meta description however, this won’t affect the ranking of the page.
Once you have the meta information boxed off, ensure that the content on the page clearly reflects users intent and includes the primary keywords identified. There is no specific word count when it comes to content, as long as the content clearly provides as much information to satisfy user intent.
So, there you have it! For more details on Google’s Keyword Planner click here.