Keyword research serves as the foundation of your digital marketing campaign. Without adequate keyword research, your entire SEO campaign might not deliver the results you want, and negatively affect your online presence and business.
But what exactly is keyword research?
Keyword research is a process through which you identify the keywords and phrases about your business that your target market uses to find out more about your business. In other words, it’s the research on how people will look for you (your business) online. In this post, you will find out about how to get started with your keyword research, and use keyword research for content creation and optimizing your business’ digital presence.
Getting Started with Keyword Research
Before you can get started with keyword research, you need to ask yourself several questions about your business and your customers.
- What is your business all about?
- Who are your customers?
- What do your customers look for?
Several in-house marketing, or even digital marketing agencies, skip this critical step. After all, it is a tedious process and takes up a lot of time. And they end up straight for content creation. But this short cut can cost you a lot in terms of your SEO strategy and eventually your business.
So here is what you should do instead.
Understand the Intent
Once you are clear on your business and have identified your customers, spend some time understanding the search intent. The search results that you get on any search engine are based on what the search engine interprets to be the searcher’s intent. So it may not always be as much about the actual keywords being searched. Instead, it is more about the meaning behind the searched words.
With generic keywords, such as “sneakers,” the researcher’s intent may not be clear, and the search results that show up may range from the location of nearby shoe stores and other online options, such as amazon.com.
Therefore, it is best to come up with specific keywords and allow the search engine to understand the researcher’s intent. As a result, you will be in a better position to create more relevant content.
Come up with a Keyword List
By asking yourself a few questions about your business and potential customers and understanding their intent, you are now ready to come up with a keyword list.
List down all possible topics that are relevant to your business.
Tip # 1. Pick up a Niche – Be Specific
Everyone is talking about big ideas, “insurance, SEO, and medical conditions.” These are broad areas, and when you work with such wide topics, there are lesser chances that you may appear in the top 5 list on any search engine. Instead, go for small niches. Be specific about what your business does. Identify areas that make your business different from others in the same industry.
Tip # 2. Talk About Trends
Apart from focusing on your business, discuss the latest trends as well. Your potential customers may want to find out more about your business and the latest trends in the industry and how your business is in line with these trends.
An additional benefit – Lesser content competition!
Tip # 3. Use Keyword Research Tool
There are several amazing tools that you can use to make your keyword research process a lot more efficient. Some keyword research tools are available for free, while others are available at a nominal charge.
Whether you go for a free version or a paid one, keyword research tools are definitely worth using. By relying on keyword research tools, you can find out keywords with high search volume that can be the best bet for your business.
Create Content Based on Keyword Research
Once you have finalized your focused keywords, now is the time to create content based on your keywords list. A focused content will help you show better every time there is a relevant search.
Here a common misconception is that content is always about words. That’s not true. You can have photos, videos, podcasts, graphics and a lot more. Only when you have done your keyword research, you will know exactly what your audience will be looking for not just in terms of text but in several other forms.
Keyword Research Doesn’t End with Content Creation
Keyword research is not a one-off event in your digital marketing strategy. Instead, it is a continuous process that requires you to monitor your keyword performance and make changes accordingly. Using Analytics and rank tracking tools, you will have to tweak your keywords to better align them with your audience’s needs.
Keyword research is a continuous process, and your focus keywords are always evolving. Hopefully, this guide has given you an insight into the keyword research process. To find out more about how you can digitally grow your business, contact us now.