Semalt About Keywords Your Potential Customers Use To Find You
Keyword research is an essential part of search engine optimization. Indeed, thanks to keyword research you can know what people are asking on Google to find solutions, services or products.
Search intent also plays an important role here. So, by finding the right keywords and adding the right content or ads, you are directly addressing your audience. As a result, you will be found more easily in search engines and potential customers will convert faster.
In this guide, we explain exactly how you can do keyword research yourself.
What is keyword research?
Keyword research is a study that shows you which keywords you can use on your website or in your ads to attract customers.
It is part of a complete SEO strategy. To get your website ranked, you need more than just using good keywords.
Therefore, the keywords must be relevant to the services, products or information you offer. This way, you attract visitors who are interested in what you have to offer.
Also, by determining the most interesting keywords directly, you don't waste money creating the wrong content or advertising on the wrong terms.
Why is keyword research important?
Keyword research is important because it allows you to know exactly what people are looking for. From there, you can use the information to determine what to write about.
Also, with the new keywords you find, you can set up a content strategy. In this content strategy, you specify exactly when you will place what article on your website. This way, you regularly publish articles that support each other and show that you know your business.
So, the purpose of keyword research is to determine which keywords your website or advertisements should be optimized for. This way, you can rank higher and attract more visitors. Ultimately, this will lead to more customers and more revenue.
What can keyword research do?
By doing keyword research, you'll find out what type of content or ads you need to create to attract visitors to your website.
From an SEO perspective, keyword research allows you to stay on top of what users are searching for. You can attract more visitors to your website by implementing these keywords.
They can help you optimize your website or ads. By doing keyword research and understanding the intent behind it, you can know exactly what to write about. Keyword copy with the right intent speaks to a user almost personally. The user can find exactly what they are looking for. This helps a lot to rank your website (SEO) or your advertising (SEA). In addition, Google places a high value on user experience. If your content provides exactly what users are looking for, it will rank higher.
Keyword research is the basis for increased website traffic. However, to receive more traffic, other things need to be in order as well. Think about things like good content, link building and technical SEO of your website.
The importance of intent
What every entrepreneur ultimately wants is to sell. In order to sell, it is important to understand the search intent of a user. There is no point in trying to sell a product if the user is only looking for information. In this case, it is better to provide general information and show that you are knowledgeable.
You can build authority this way. A user who later needs a product will think of you. They will come back to your website to look for more information and possibly buy something from you. When researching keywords, it is therefore very important to pay attention to keyword intent. A user can have several different search intents:
- Informative which would mean that the user is looking for general information or wants an answer to a specific question.
- Navigational which would mean that the user is looking for more information about a specific brand or service.
- Commercial showing that a user is commercially oriented by looking for a specific product or service.
- Transactional showing that a user wants to buy a product or service.
- You can display search intent in a funnel. The deeper users are in the funnel, the more likely they are to buy.
Local search can include all of the above intents. However, it focuses more on local businesses and brands. With the help of local SEO, you can ensure that your business is found for keywords on local search terms. This is especially important if you, as a store or service provider, have many local customers.
A search for "physical therapist" will immediately bring up physical therapy practices nearby. The keyword "buy flowers" displays both Google listings and local florists.
How do you do keyword research?
We've already told you all about keywords and search intent. Now it's time to do your own keyword research. This way, you can find the right keywords for your business or website.
We'll tell you exactly how to do this in six steps:
Step 1: Determine the topics
You know your business or website best. So a brainstorming session is a good start to your keyword research. This can go a long way in helping you determine good topics.
It is important to be very specific when choosing topics. A specific niche will immediately appeal to the right audience. Especially when you are just starting with SEO and SEA, this will simplify the process. You can always expand the niche later. As a baker, for example, you can publish general recipes for baking bread yourself. However, your bakery offers more than just standard bread, such as gluten-free bread, allergen-free cookies, etc. By focusing on very specific topics and explaining them fully, you radiate authority. You show that you have the knowledge and can be trusted. This will make it easier for users to cross the purchase threshold.
Step 2: Collect search terms
Now that you know what topics you want to provide information on or what type of products and services you want to offer, you can start collecting relevant search terms. The best way to do this is to use keyword research tools.
And in this regard, both paid and free tools can help you search for relevant keywords. On the other hand, the free tools are sometimes limited in their field of action and unable to show the level of competition on the chosen keyword, the best is to use paid tools like the Dedicated SEO Dashboard. Indeed, in addition to being a tool capable of finding you relevant keywords, engaging, more complete and capable of attracting more traffic via your website, the DSD also allows you to know the level of competition on the chosen keyword.
This being the case, Internet users, when searching on Google, appreciate more the sites that present the same concerns as they do. Thus, having keywords that meet the demand of the Internet user is a trick capable of positioning you first on search engines.
In this step, it is important to collect as many search terms as possible. Don't pay too much attention to the search volume, the degree of competition, the CPC, etc. However, be sure to keep this data.
Step 3: List all search terms and data
Now you will provide a data overview for all the search terms you have collected. You can use Excel or Google sheets for this.
List data such as keywords, associated search volume, number of clicks, degree of competition and CPC. If necessary, add a notes column so you can comment.
Most keyword research tools offer easy ways to export entire lists of keywords and their data at once. This way, you can collect all the data you need at once to select the right keywords later. With all this data, you can select your keywords. Don't just look at the search volume. As we discussed earlier, long-tail keywords often have lower search volume, but a lot of potential.
So it's best to select based on the degree of competition. The less competition there is, the easier it will be to reach the top of Google. Try to find a balance between search volume and competition.
Step 4: Match the intent
You will now match the selection of keywords you found in your search with the correct search intent. Intent indicates what phase a visitor is in. Someone who is only looking for information does not need a page where only products are displayed in an overview.
You can also determine which search terms are most interesting based on the search intent. You can start creating content or ads with these search terms.
Step 5: Group and Prioritize
Now that you have an overview of the search terms you want to use, you can group them by topic.
This way, you can provide very specific information about what people are searching for. With keyword research, it is very important that the information you provide matches exactly the search intent of the users. This will rank you higher in the search results for relevant keywords.
After you have grouped the topics, you can prioritize them. Which keywords have the most potential, the highest search volume, or are the best fit for your business?!
Start creating content or placing ads for the highest-priority keywords.
Step 6: Use keywords
In the final step of keyword research, you will use the keywords. You have found the right keywords and have done a good overview. Here you can start. This means you can use keywords to write content or create ads.
The best way to write content is to set up an SEO campaign. This allows you to do good planning and structure your work. It is important to write good SEO copy that is optimized for keywords. Good texts are very important to rank on Google. They should be readable and the keyword should appear enough, but not too often.
You can use SEA keywords to set up clear ad groups. Setting up an ATS campaign can then help you keep an overview. You know exactly which ads are running and how they are performing.
Don't forget to create the corresponding landing pages as well. An ad gets a much higher return when it exactly matches the page users end up on. As an example:
A red hat ad should, of course, lead to a page full of red hats. A red hat ad leading to a blue hat page will have a much lower return.
If you need to learn more about the subject of SEO and website promotion, we invite you to visit our Semalt blog.