Keyword Research

Finding profitable and beneficial keywords for your business requires a methodical but simple process. The first order of business is to strip away the complexity often associated with SEO and to reduce keyword research into a repeatable system you can use over and over again.

Step 1 Seeds and Sprouts – Brainstorming Seed Keywords

Imagine keywords as the seeds of your online content. But just like a garden, you need to nurture a variety of plants to flourish. Start by identifying your seed keywords–those core terms that encapsulate the primary topics relevant to your business. These can be your products, services, or broader industry terms. Once you’ve compiled a list, it’s time to let them germinate.

Steps to Brainstorm Your Seeds:

Understand Your Niche

Begin by pinpointing the niche that encapsulates what your business does. Think from your customer’s perspective – what are they searching for online that could lead them to your offerings?

Diversify with Synonyms and Variants

Don’t put all your eggs in one basket. Diversify your list by adding synonyms, plurals, and different tenses of your seed keywords.

Include Long-Tail Keywords

Long-tail keywords are the specific, typically longer, keyword phrases that searchers enter. These often have low search volume but high specificity, making them valuable for niche marketing.

Map Out Buyer Stages

Keywords that target buyers at different stages of their journey (awareness, consideration, decision) are crucial. For example, “best smartphones” signifies a consideration stage; “buy iPhone 11 online” indicates a decision stage.

Don’t think too much about the words and phrases that pop into your head at this stage, just brainstorm everything you can think of.

Step 2 Interactive Assistance – Google Suggest, People Also Ask and YouTube Suggest

Once you have your seed list, it’s time to turn to Google for inspiration. The search engine’s autocomplete feature gives you a goldmine of related terms that can help you expand your keyword ecosystem.

Google Suggest

As you type in a seed keyword, Google’s autocompleting feature suggests popular searches. Include these phrases in your repertoire, as they’re a reflection of what users are actively searching for.

People Also Ask

Searches have become increasingly conversational, and so should your approach. People Also Ask can introduce you to questions that are trending within your niche.

YouTube Suggest

YouTube is the second largest search engine after Google. It’s where people go to find tutorials and information. Enter a seed keyword into YouTube search and see what comes up. Add any to your list.

Step 3 Spying on Success – Analysing Competitor Keywords

Your rivals can be your greatest teachers. By analysing their keywords, you can gain insight into what’s working for them and, better yet, what you can exploit.

Identify Top Competitors

Use search engines to identify who’s ranking high in your industry. These are the businesses you want to learn from.

SEO Tools

Tools like SEMrush or Ahrefs allow you to input a competitor’s URL and receive a treasure trove of their top-ranking keywords. You can also use tools such as SpyFu.

Prioritise and Adopt

Don’t just copy their keywords; analyse which ones are most relevant and have the highest potential for your business, then adopt them into your strategy.

Step 4 A Library of Intent

Blogs are a public dialogue that can shed light on the language and issues important to your audience. They’re a crucial source for cultivating keywords with depth and relevance.

Industry Blogs

On platforms specific to your industry, keep a sharp eye on the topics and associated keywords that are gaining traction.

Comment Sections

What questions are being asked? What additional words or phrases are cropping up in the discussions? These are all potential keywords of interest.

Trend Analysis

Tools like Google Trends can unveil the popularity of certain keywords over time, helping you ride the wave of interest.

Step 5 Navigating Keyword Tools

With your groundwork laid, you should have a long list of keyword ideas, so it’s time to bring in the heavy machinery: keyword research tools. These not only validate your assumptions and research but also can uncover new opportunities you might have missed.

Free Tools

If budget is a concern, free tools like Google Keyword Planner, Ubersuggest, or the in-built features within Google Analytics offer a wealth of information.

Paid Tools

For more advanced analytics and a deeper dive into competitor strategies, consider investing in tools like SEMrush, Moz, or Ahrefs.

Metrics That Matter

Volume, competition, and keyword difficulty are the primary metrics you’ll encounter. Balance these to identify keywords worth pursuing.

Step 6 Keyword Analysis

Now armed with a bounty of keywords, it’s time for the final stage: analysis and organisation. A methodical approach will ensure you’re investing efforts where they will deliver the best results.

Categorisation

Group keywords by theme or intent to make it easier to manage and identify patterns.

Scalability

Prioritise keywords by various factors: immediate relevance, search volume, commercial intent, and difficulty.

Integration

Your keywords don’t exist in a vacuum. Plan their integration into your website’s structure, meta-data, and content calendar strategically.

Revisit your keyword list often. This is a process you can use on an ongoing basis to discover new keywords or explore different industries and trends. Keywords are a tool through which you can connect with your audience. Thoughtful keyword research not only boosts your SEO but deepens the relationships with those searching for the products and services you sell.