Amidst the continuous stream of algorithm updates from Google, one thing remains constant for inbound marketers seeking to optimize their websites for search: keyword research.
This post will explain the meaning of keyword research, its importance, the process of conducting research for an SEO strategy, and how to select suitable keywords for a website.
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Meaning of keyword research
Keyword research refers to the process of discovering and analyzing search terms entered by users into search engines. The goal is to use this data for specific purposes, such as search engine optimization (SEO) or general marketing. Through keyword research, one can identify target queries, assess their popularity, analyze ranking difficulty, and more.
Importance of keyword research
Keyword research helps marketers identify the most effective keywords to target and provides valuable insights into the queries that the target audience is searching for on Google. Understanding these search terms can guide content strategy and overall marketing strategy. People use keywords to find solutions and if the content successfully appears in search results, it can attract more traffic. Therefore, optimizing for these searches is crucial.
In addition, the inbound methodology emphasizes creating content based on what people want to discover, rather than what businesses want to convey. To achieve this, keyword research is essential.
There are several benefits to conducting keyword research:
Marketing Trend Insight
Effective keyword research provides insights into current marketing trends, helping to focus content on relevant topics and keywords that the audience is actively searching for.
Traffic Growth
Identifying the best keywords for content improves search engine rankings and attracts more traffic to a website.
Customer Acquisition
By targeting keywords that business professionals are searching for, companies can meet their needs and guide them from the awareness stage to making a purchase.
Researching popular keywords, search volume, and intent enables marketers to address the questions and concerns of their audience.
Keywords vs. Topics
Keyword research is an ongoing process despite the evolution of SEO. It helps identify topics that are of interest to the audience and their search intent. While keyword research focuses on intention rather than specific keywords, it remains a valuable practice. Understanding the intent behind a search and providing relevant content is crucial for SEO success.
Google provides various types of SERP features that marketers should consider:
Image Packs
These are search results displayed as a row of images in an organic position. Creating image-heavy posts increases chances of placement in this feature.
Paragraph Snippets
Featured snippets are short, concise answers that appear at the top of Google's search results. Crafting content that addresses searcher intent can help secure this placement.
List Snippets
List snippets provide step-by-step instructions for "How To" searches. Creating posts with clear instructions improves chances of appearing in this feature.
Video Snippets
Video snippets replace text snippets with short videos at the top of search results. Creating tag-relevant videos on YouTube can help secure this placement.
Process of researching keywords for an SEO strategy
This section presents a keyword research process to help generate a list of target terms for SEO-focused content:
Step 1: Identify relevant topics
Generate a list of 5-10 topic buckets that are essential to the business. These can be based on frequent blog topics or common themes from sales conversations. Put yourself in the shoes of the buyer personas and consider the topics they would search for to find the business. For instance, a marketing software company might have topic buckets like "inbound marketing" or "social media marketing".
Step 2: Expand with relevant keywords
Brainstorm specific keywords that fall within each topic bucket. Consider phrases that potential customers would search for. For example, within the "marketing automation" bucket, keywords could include "marketing automation tools" or "how to use marketing automation software".
Additionally, analyze website analytics to discover keywords that are already driving traffic and incorporate them into the list.
Tools like Google Keyword Planner and Google Trends can provide insights into search volume and trends.
Step 3: Consider user intent
Understanding the intent behind a keyword is crucial for optimizing content. Verify the type of content that appears on Google for the keyword and ensure it aligns with the intended content.
Step 4: Explore related search terms
Review the related search terms that appear when a keyword is searched on Google. These suggestions can spark ideas for additional keywords.
Also, explore related search terms that appear when searching for the identified related search terms.
Step 5: Utilize keyword research tools
SEO tools like Google Keyword Planner and others can generate additional keyword ideas based on exact match and phrase match keywords.
Selecting the right keywords for your website
Refine the list of keywords based on their suitability for the SEO strategy:
Step 1: Use Google Keyword Planner
Use Google’s Keyword Planner to evaluate search volume and traffic estimates for the chosen keywords. Use the information from Keyword Planner along with Google Trends to aid decision-making.
Step 2: Prioritize low-competition keywords
Focus on keywords with less competition to increase the chances of ranking well based on website authority.
Step 3: Consider search volume
Check the monthly search volume (MSV) for selected keywords to understand their popularity. Tools like searchvolume.io and Google Trends provide insights into keyword clusters.
Step 4: Analyze SERP features
Evaluate types of SERP features, such as image packs, paragraph snippets, list snippets, and video snippets. Determine if content can be optimized to rank in these features.
Step 5: Balance head terms and long-tail keywords
Ensure the keyword list contains a mix of head terms and long-tail keywords. Head terms are shorter and more generic, while long-tail keywords are longer phrases. Establish a balance to achieve both short-term wins and long-term goals.
Step 6: Analyze competitor rankings
Review which keywords competitors are targeting and consider improving rankings for those keywords. However, also explore opportunities where competitors are not focusing to gain market share.
Regularly re-evaluate and adjust the keyword list to align with SEO goals and maintain a strong online presence.
Editor's note: This post was originally published in May 2019 and has been updated for comprehensiveness.
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